Known for its pristine islands, wildlife, and cultural diversity, Sabah sought to distinguish itself from Malaysia's mainstream destinations and create a direct pull for Indian travellers.
Through strategically crafted strategies blending PR, social media campaigns, and media partnerships, we amplified Sabah's presence as a new and aspirational holiday choice for Indians.
The Brief
To position Sabah as a must-visit island destination from Malaysia, ensuring visibility in India's leisure, honeymoon and luxury travel segments, and to leverage PR + social media for maximum awareness.
Strategy
e rolled out a year-long strategy that combined earned media, paid media, storytelling, and trade support. Press releases and media placements introduced Sabah's unique offerings to top travel publications and mainstream outlets. Dedicated social media campaigns and aspirational content tailored for Indian travellers showcased experiences spanning wildlife, beaches, diving, and culture. Participation in exhibitions and travel trade events added another layer of credibility, building both B2B relationships and consumer awareness.
Outcome
The results were strong and measurable. In 2023, Sabah welcomed over 4,000 Indian arrivals, and by September 2024, the number had already grown to 7,249 visitors - a year-on-year increase of more than 60. Social media saw wide traction among Indian travellers, generating millions of impressions and making Sabah an aspirational choice. With a target of 20,000+ Indian visitors in 2025, Sabah has firmly entered the Indian travel conversation as Malaysia's one of the most vibrant island escape.
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