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The Malaysia Tourism Promotion Board in Ho Chi Minh City and 65 Vietnamese tourism partners participated in the event. Through in-depth B2B working sessions, the event opened up many direct and potential cooperation opportunities, contributing to promoting connectivity and tourism development between the two markets.
In her opening remarks, Ms. Amirah Nadiah Mazlan, Director of the Malaysia Tourism Promotion Board in Vietnam, stated, “Through today’s networking activities, Malaysia hopes to expand cooperation with the Vietnamese market and make Sabah an increasingly familiar destination choice for Vietnamese tourists. With its natural advantages, authentic experiences, and commitment to sustainable tourism development, Sabah is ready to collaborate with Vietnamese partners to develop suitable, long-term, and strategic tourism products.”
A vibrant atmosphere at the Sheraton Saigon Grand Opera Hotel's networking space.
The advantage of convenient air connections continues to be a crucial foundation for promoting tourism cooperation, with AirAsia now operating direct flights from Ho Chi Minh City to Kota Kinabalu, with a flight time of just over 2 hours. This not only facilitates Vietnamese tourists' exploration of Sabah but also supports businesses on both sides in developing short-stay, flexible, and accessible tourism products.
Sharing his strategy for entering the Vietnamese market, Mr. Julinus Jeffry Jimit, Director General of the Sabah Tourism Board, said: “Vietnam is considered one of Sabah’s most promising emerging outbound markets. Through direct connections with businesses in the industry, we aim to expand our cooperation network and build sustainable, long-term partnerships with Vietnamese tourism partners.”
Through this event, the Sabah Tourism Board also shared its ongoing preparations for the upcoming strategic milestone – the Sabah Tourism Year 2027 (Visit Sabah Year 2027). With its new positioning, “Explore Sabah - Naturally Inspiring, Beyond Ordinary,” Sabah aims to affirm its role as a flagship destination in Malaysia for nature tourism, adventure, and authentic cultural experiences, while also supporting the overall goals of Visit Malaysia 2026.
Ms. Amirah Nadiah Mazlan affirmed her commitment to making Sabah a strategic and sustainable destination for Vietnamese tourists during the Visit Malaysia 2026 program.
With its strengths in natural landscapes, island and beach tourism, wild ecosystems, and the diverse cultural tapestry of more than 30 ethnic communities, Sabah is expected to become a strategic destination partner for Vietnamese tourism businesses, offering many new and exciting experiences for Vietnamese tourists in the future.
Representatives from Vietnamese and Sabah travel agencies directly discussed and explored opportunities for cooperation in supplying tourism products.
The Sabah Tourism Authority reaffirmed its commitment to sustainable tourism development, ensuring a balance between economic growth, environmental conservation, and community benefits. Community-based tourism (CoBT) is considered one of the key pillars of this development. Recently, five CoBT units in Sabah were recognized nationally under the ASEAN Tourism Standards, establishing a model and benchmark for community-based tourism models in the region.
Sabah is ready to welcome Vietnamese tourists with its diverse ecosystem and unique local cultural experiences.
As Malaysia officially enters the Malaysia Tourism Year 2026 (Visit Malaysia 2026), promotional and networking activities in the Vietnamese market not only serve to promote the destination but also contribute to deepening bilateral cooperation between the two countries. Through boosting tourism cooperation and positively spreading to related fields such as aviation, trade, services, and investment, Visit Malaysia 2026 is expected to create further impetus for two-way growth, bringing practical socio-economic benefits to both countries and further strengthening the foundation for sustainable cooperation between Malaysia and Vietnam in the coming period.
With its national campaign, Malaysia aims to attract 43 million international tourists, further solidifying tourism's role as one of the country's key economic drivers. The campaign, themed "Surreal Experiences," will feature a series of festivals, cultural programs, exhibitions, and community activities throughout 2026. Simultaneously, the campaign emphasizes sustainable tourism development, aligning with the United Nations Sustainable Development Goals (UNSDGs).
