KOTA BHARU: Building on the success of the “Bah, Mari Pigi Sabah & Labuan Roadshow 2023”, Tourism Malaysia has intensified its domestic promotional efforts with the launch of the Sabah & Labuan Meet East Coast Roadshow 2025.
Organised in collaboration with the Sabah Tourism Board and Labuan Corporation, the initiative specifically targets travel trade partners in Kelantan and Pahang to strengthen ties and increase travel flow from the East Coast of Peninsular Malaysia to Sabah and Labuan.
The two-day roadshow takes place in Kota Bharu today and in Kuantan on 23 September. A 15-member delegation comprising travel agencies, tour operators, tourism associations, and a hotelier from Sabah and Labuan will participate in business-to-business (B2B) sessions with their East Coast counterparts to explore new collaborations and partnerships.
The programme also features two inspirational speakers who will provide insights into Sabah and Labuan’s diverse landscapes and cultural heritage, inviting visitors to experience the unique attractions offered by both destinations.
Supported by the Kelantan and Pahang state governments, the event is expected to draw more than 100 buyers from the East Coast.
As part of the programme, Sabah and Labuan delegates will also embark on an experiential tour of tourism products across Kelantan, Terengganu, and Pahang.
Tourism Malaysia Sabah director, Ms Haryanty Abu Bakar, highlighted the strategic importance of the roadshow ahead of Visit Malaysia 2026 (VM2026).
“We are excited to adopt a more aggressive approach to diversify tourism package offerings and enhance promotional activities across all states to boost interstate travel. Accessibility from Sabah to the East Coast of Peninsular Malaysia is currently supported by AirAsia flights three times a week. With increased collaboration and growing demand for two-way domestic tourism, we hope this will encourage other airlines to expand into this vital sector,” she said.
According to the Sabah Tourism Board, Sabah recorded 2,119,813 visitor arrivals from January to July 2025 — a 20.3 per cent increase compared to the same period in 2024. Of the total, 854,648 were international visitors, while 1,265,165 were domestic travellers. – pr/BNN
