Tourism Malaysia ramped up its domestic promotional efforts with the launch of the Sabah & Labuan Meet East Coast Roadshow 2025. This year's roadshow, organised in collaboration with Sabah Tourism Board and Labuan Corporation, specifically targets travel trade partners in Kelantan and Pahang, sought to strengthen ties and boost travel from the East Coast of Peninsular Malaysia to Sabah and Labuan. Accessibility from Sabah to the East Coast of Peninsular Malaysia is currently supported by AirAsia flights three times a week. With the increased network collaboration and growing two-way domestic tourism demand, we hope this will encourage other airlines to expand into this vital sector." According to the latest data released by the Sabah Tourism Board, Sabah welcomed 2,119,813 visitor arrivals from January to July 2025, representing a 20.3 percent increase compared to the same period in 2024.