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Sabah and Vietnam strengthen tourism ties at Ho Chi Minh City’s landmark event

A new era of travel collaboration begins as Sabah woos Vietnamese tourists with nature and culture. Direct flights and sustainability take center stage.

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The image shows the entrance to the saujana hotel in Kuala Lumpur, Malaysia. We can see a name...
The image shows the entrance to the saujana hotel in Kuala Lumpur, Malaysia. We can see a name board on the wall with some text on it, surrounded by plants with flowers, grass, a group of trees, some vehicles on the ground, some poles with flags, a building with pillars and a roof, and a cloudy sky.

Sabah and Vietnam strengthen tourism ties at Ho Chi Minh City’s landmark event

A major tourism event took place in Ho Chi Minh City on January 12 to boost travel ties between Sabah and Vietnam. The Sabah Tourism Destination & B2B Session brought together 18 Sabah operators, Malaysian tourism officials, and 65 Vietnamese partners. Organisers aimed to strengthen cooperation and promote Sabah as a top destination for Vietnamese travellers.

The event was jointly organised by the Sabah Tourism Board (STB), Tourism Malaysia in Vietnam, and the Sabah Enhanced Innovation and Tourism Development Association (SETIA). It provided a platform for direct networking, with business-matching sessions to encourage new partnerships.

Sabah was highlighted as a key partner for Vietnamese tourism businesses. The region’s diverse landscapes, rich biodiversity, and focus on sustainable, community-based tourism were key selling points. Organisers also emphasised Sabah’s potential as an emerging market for Vietnamese travellers seeking nature-based experiences and authentic local culture. Malaysia is working to make Sabah more familiar to Vietnamese visitors. AirAsia already operates direct flights from Ho Chi Minh City to Kota Kinabalu, improving accessibility. The country also plans to attract 43 million international tourists by 2026 through its 'Surreal Experiences' programme, aligning with UN Sustainable Development Goals. Looking ahead, Visit Sabah Year 2027 will position the region as a leader in nature, adventure, and indigenous cultural tourism. This initiative supports the broader Visit Malaysia 2026 campaign, reinforcing Sabah’s role in the country’s tourism growth.

The B2B session created opportunities for tourism collaboration between Sabah and Vietnam. With direct flights and a focus on sustainability, Sabah is set to become a more popular destination for Vietnamese travellers. The event marks a step toward stronger tourism ties ahead of Visit Sabah Year 2027.

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