Sabah Tourism Board

The Sabah Tourism Board directs the marketing and promotion of Sabah, Malaysian Borneo, framing the state as a primary destination for culture, adventure, and nature. This work centers on iconic natural assets – from the peak of Mount Kinabalu and the dive sites of Sipadan Island to the Danum Valley Conservation Area and the Kinabalu UNESCO Global Geopark. As an agency of the Sabah State Government, its role is to increase tourist arrivals while fostering the sustainable growth of the sector. Through international travel fair participation, targeted digital campaigns, and signature events like the Mount Kinabalu International Climbathon, the board actively drives visitor growth. It surpassed its 2023 target with 2.6 million arrivals and has set a goal of 2.8 million for 2024. These efforts have earned several accolades, including a Silver award at the 2023 Putra Aria Brand Awards and recognition as the Most Outstanding Tourism Board at the 2022 Asian Tourism and Hospitality Awards.