Kota Kinabalu (Feb 2) - Sabah has kicked off a new tourism initiative ahead of Visit Malaysia 2026 with the launch of the Zuba x Visit Malaysia 2026 Snap & Win Campaign. The initiative aims to link travellers with local businesses while promoting immersive experiences, digital exploration, and storytelling. With total prizes worth RM30,000, the campaign is expected to increase footfall and business for local tourism operators.
The campaign, launched at Banyan Valley Sales Gallery, is part of a broader shift in Malaysia’s tourism strategy that prioritises interactive engagement and community-driven promotion through digital and social media platforms.
Connecting Visitors to Local Experiences
Running from February 1 to April 30, 2026, the campaign is open to Malaysians and international travellers aged 18 and above. Participants are encouraged to explore Sabah by visiting businesses featuring the Zuba x Visit Malaysia 2026 Sun Bear mascot, take photos or videos, and share them on Instagram, Facebook, or TikTok.
Each Sun Bear mascot is customised to represent the identity of the participating merchant, including hotels, food and beverage outlets, wellness centres, travel agencies, retail stores, and lifestyle businesses. This transforms the campaign into an interactive tourism trail, encouraging visitors to experience local destinations first-hand while boosting direct spending and engagement with local enterprises.
User-Generated Content Drives Tourism Promotion
A central goal of the campaign is to generate authentic user-generated content (UGC), allowing travellers to showcase Sabah through their own perspectives. This peer-driven approach is increasingly influential in shaping travel decisions, building trust among potential visitors, and strengthening Sabah’s digital tourism ecosystem.
Participants are required to tag Zuba and the participating merchant, include campaign hashtags, and register on the Zuba app, promoting platform adoption and long-term engagement. The campaign positions Zuba as a central hub for discovering Sabah’s travel offerings.
Supporting Domestic Tourism and the Local Economy
By encouraging Malaysians to visit local hotels, cafés, and attractions, the campaign boosts domestic tourism—a key pillar of Sabah’s visitor economy. Local merchants benefit from enhanced visibility, social media exposure, and customer interaction, while travellers gain access to curated, authentic experiences. This approach aligns with Malaysia’s broader tourism development goals of inclusive growth, community participation, and support for small businesses.
Promoting Conservation Through Tourism
The campaign also integrates wildlife conservation awareness through the Sun Bear, an iconic species native to Sabah. The mascot highlights the state’s biodiversity and promotes environmental stewardship, reinforcing Sabah’s identity as a sustainable travel destination.
Rewards Encourage Ongoing Engagement
The campaign features bi-weekly prizes and grand prizes, with 48 bi-weekly awards and eight grand prizes for categories such as Most Creative Photo, Most Creative Video, Most Engagement, and Most Sun Bear Features. Grand prizes include smart devices, travel vouchers, and smart luggage, maintaining engagement throughout the three-month campaign.
Aligning with National Tourism Initiatives
By enabling travellers to become storytellers, the Snap & Win Campaign supports Visit Malaysia 2026 and strengthens Sabah’s profile as a destination rich in culture, nature, food, and creative experiences. It prioritises meaningful tourism experiences over conventional advertising, enhancing the state’s visibility while creating economic and social benefits for local communities.
Sustainable Tourism Through CSR
Alongside the campaign, Sabah-based hospitality brand Ayuhouz introduced a CSR initiative, donating RM1 from every room booking to Sun Bear conservation. Donation boxes at accommodation properties further encourage visitor participation, promoting shared responsibility between travellers, businesses, and the community.
For Sabahans, this initiative supports local businesses, encourages domestic tourism, raises awareness of wildlife conservation, and reinforces the economic benefits of a vibrant tourism sector. By integrating digital creativity, experiential travel, and purposeful engagement, Sabah positions itself as a sustainable and community-focused destination in preparation for Visit Malaysia 2026.