Sabah Tourism Elevates Its Narrative in Kuala Lumpur Ahead of Visit Sabah 2027

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Sabah Tourism Board recently hosted an exclusive media engagement and Raya luncheon at Hyatt Regency Kuala Lumpur at KL Midtown, curating an intimate yet purposeful gathering with leading media from across Peninsular Malaysia.

Unveiling its renewed direction, “Explore Sabah,” the session offered a glimpse into the state’s evolving tourism vision as it moves towards the highly anticipated Visit Sabah 2027. With poised clarity, Joniston Bangkuai expressed appreciation for the media’s continued partnership, while confidently setting a target of 4 million visitor arrivals this year.



Beyond ambition, Sabah is crafting something far more enduring—an identity defined by depth, authenticity, and distinction.

The emphasis lies in refined storytelling—where Sabah’s cultural richness, pristine landscapes, and community-led experiences are not merely showcased, but thoughtfully curated into narratives that resonate with today’s discerning traveller.




Reinforcing this direction, Julinus Jeffery Jimit highlighted that Sabah’s tourism philosophy extends beyond Culture, Adventure, and Nature, embracing Sustainable Tourism as a cornerstone of its future. It is a commitment to preserving the essence of Sabah while elevating its global appeal.



The session concluded with an engaging exchange of ideas, followed by a gracious Raya luncheon—an elegant reflection of Sabah’s signature warmth and hospitality.

Sabah is not simply a destination. It is a story, exquisitely told.

#SabahTourism #ExploreSabah #VisitSabah2027

Location: Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia

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