Sabah tourism board targets over 10,000 Indian visitors with new campaign, ET TravelWorld

Sabah, Malaysia’s region home to the stunning Mount Kinabalu, is focused on accelerating its growth in the Indian market. In the first nine months of 2024, the region welcomed 7,249 Indian visitors, marking a significant increase of over 60 per cent compared to the same period last year, when it saw just under 6,000 visitors for the whole year. With a goal of attracting over 10,000 Indian tourists in 2024, the Sabah Tourism Board (STB) is optimistic about further growth and is on track to achieve this ambitious target.

India’s outbound travel market, valued at 27.2 million in 2023, is projected to grow significantly, reaching 50 million by 2030. Sabah aims to capture a larger share of this expanding market. To enhance its presence, STB has partnered with Blink Brand Solutions for a joint marketing campaign that will focus on raising destination awareness and driving targeted campaigns across India.

Themed “Build Back Better”, the convention will explore strategies to integrate sustainability into the heart of every tourism business. The convention will highlight Sarawak’s diverse ethnicities which comprise 28 ethnic tribes, all with their own unique traditions, lifestyles, music, food and handmade crafts. This would be the third convention to be held in Malaysia.

STB CEO Julinus Jeffery Jimit expressed his confidence in the Indian market, stating, “The growth numbers are very encouraging, but we are only beginning to tap into the enormous potential of the Indian outbound travel segment.” He also highlighted a McKinsey report, which projects India’s outbound market to reach USD 143.5 billion by 2030, with 70 per cent of travellers preferring nearby destinations like Sabah.To further boost its visibility, Sabah will be featured at OTM 2025 Mumbai, from 30 January to 1 February, under the “North Borneo Pavilion,” as part of the Tourism Malaysia pavilion. Indian travellers can explore Sabah’s pristine beaches, exotic wildlife, and cultural experiences at the event.

Join the community of 2M+ industry professionals

Subscribe to our newsletter to get latest insights & analysis.

Download ETTravelWorld App

• Get Realtime updates
• Save your favourite articles

Scan to download App