Sabah Tourism Board (STB) successfully participated in Outbound Travel Mart (OTM) 2025, held in Mumbai, India, from January 30 to February 1, 2025. OTM provided an excellent platform for STB to connect with key stakeholders and travel professionals, fostering new opportunities and strengthening partnerships in the Indian market.
Sabah’s tourism industry has seen significant growth, with 3.147 million tourist arrivals recorded in 2024—a 20.4 per cent increase from 2023’s 2.613 million. The India market, in particular, has demonstrated strong growth, with 9,316 Indian visitors in 2024, marking a 58.3 per cent increase compared to 5,885 arrivals in 2023.
As part of its commitment to promoting Sabah as a premier travel destination, STB will showcase its diverse range of attractions, experiences, and services tailored to meet the evolving preferences of Indian travellers. Through its participation in OTM Mumbai 2025, STB aims to strengthen relationships with travel trade partners and highlight Sabah’s unique offerings to this dynamic audience.
Visitors to the STB pavilion at OTM Mumbai 2025 will have the opportunity to engage with representatives from three prominent Sabah-based travel agencies—Borneo Sandakan Tours, Borneo Nature Tours, and Borneo Trails & Tours. These agents will present customized travel packages, immersive experiences, sustainable tourism initiatives, and special offers designed specifically for Indian travellers.
“We are thrilled to be part of OTM Mumbai 2025, which provides an excellent platform to connect with Indian travellers and partners,” said Julinus Jeffery Jimit, CEO of Sabah Tourism Board.“Our goal is to showcase the unparalleled beauty of Sabah and inspire more Indian tourists to explore our destination.”
Strategic Partnership with EaseMyTrip to Boost Sabah’s Appeal in India
In a significant development, Sabah Tourism Board (STB) has entered into a Memorandum of Collaboration (MoC) with EaseMyTrip.com to enhance Sabah’s visibility among Indian travellers. This partnership represents a major milestone in expanding Sabah’s presence in the Indian travel market by leveraging EaseMyTrip’s industry expertise, digital reach, and extensive customer base.
Under this strategic alliance, both organizations will collaborate on a series of targeted initiatives to increase inbound tourism and enhance travel experiences for Indian visitors. As part of the agreement, EaseMyTrip will develop a dedicated Sabah page under its Malaysia microsite, offering comprehensive travel itineraries, must-visit attractions, and essential travel information. The platform will also produce a series of destination-specific blogs, immersive video content, and social media campaigns to highlight Sabah’s cultural heritage, pristine landscapes, adventure tourism, and luxury offerings.
To maximize outreach, EaseMyTrip and STB will jointly co-fund digital marketing campaigns, ensuring wider visibility and engagement across Indian markets. Furthermore, the collaboration extends beyond leisure tourism, with a strong emphasis on niche experiences such as MICE (Meetings, Incentives, Conferences, and Exhibitions) for business travellers, corporate retreats, and international conferences.
Specialized travel packages will also be curated for destination weddings, providing couples an opportunity to celebrate their special day in Sabah’s picturesque locations. Additionally, EaseMyTrip will promote wellness tourism through eco-retreats, nature therapy, and rejuvenation experiences amidst Sabah’s serene landscapes.
