Ahead of Visit Malaysia 2026, Sabah has creatively begun tourism growth with the launch of the Zuba x Visit Malaysia 2026 Snap & Win Campaign. This campaign focuses on building connections between travellers and local businesses through storytelling, digital exploration, and social media. As part of the campaign, Zuba, Sabah’s homegrown hotel, homestay booking, and lifestyle tourism platform, is offering prizes that total RM30,000, which is expected to increase business for local tourism operators.
The campaign was launched at the Banyan Valley Sales Gallery and is part of a new direction for Malaysia’s tourism strategies. In this new direction, increased visitor interest and destination visibility is achieved through digital interaction, user-generated content, and community-driven promotion.
Snap and Win Campaign Links Travel Experiences With Local Businesses
Running from February 1 to April 30, 2026, the campaign is open to Malaysians and international tourists aged 18 and above, encouraging them to explore Sabah through participating merchants. Visitors are required to visit businesses featuring the Zuba x Visit Malaysia 2026 Sun Bear mascot, capture photos or videos, and share them on Instagram, Facebook, or TikTok.
Each Sun Bear mascot is uniquely customised to reflect the identity of the participating merchant, spanning sectors such as hotels, food and beverage, wellness, tour and travel, retail, and lifestyle. This design transforms the campaign into an interactive tourism trail, where every stop delivers a different experience and story. By encouraging travellers to physically visit locations rather than passively consume advertisements, the initiative directly supports footfall growth, local spending, and destination immersion.
Driving Tourism Growth Through User-Generated Content
One of the campaign’s key objectives is to generate authentic user-generated content (UGC) that showcases Sabah through the eyes of real travellers. As tourism marketing increasingly shifts toward peer-driven discovery, this content plays a vital role in influencing travel decisions and building trust among potential visitors.
The campaign requires participants to tag Zuba, the participating merchant, and include campaign hashtags, while also downloading and registering on the Zuba app. This approach strengthens the digital tourism ecosystem by increasing platform adoption, building long-term engagement, and positioning Zuba as a central gateway to Sabah travel experiences. Government-backed tourism strategies increasingly recognise UGC as a high-impact promotional tool, particularly for destinations seeking to attract younger travellers and repeat visitors.
Strengthening Domestic Tourism and Local Economic Impact
At its core, the Snap & Win Campaign is designed to stimulate domestic tourism, which remains a critical pillar of Sabah’s visitor economy. By encouraging Malaysians to explore local destinations, cafés, hotels, and attractions, the campaign helps reduce reliance on seasonal international arrivals while supporting year-round tourism activity.
Local merchants benefit from increased visibility, social media exposure, and direct customer engagement, while travellers gain access to curated, authentic experiences. This model aligns closely with Malaysia’s broader tourism development goals, which emphasise inclusive growth, small business support, and community participation.
Conservation Awareness Integrated Into Tourism Promotion
A distinctive feature of the campaign is its integration of wildlife conservation awareness, anchored by the Sun Bear, an animal native to Sabah. The Sun Bear mascot serves not only as a visual attraction but also as a symbol of the region’s biodiversity and environmental responsibility.
Conservation advocates have highlighted the importance of embedding environmental messaging into tourism initiatives, noting that tourism has the power to influence behaviour and promote long-term stewardship of natural resources. By bringing conservation into public-facing tourism campaigns, Sabah reinforces its identity as a destination that values both nature and sustainable development.
Incentives Designed to Sustain Long-Term Engagement
The campaign structure rewards consistent participation, with eight winners selected every two weeks across categories such as Most Creative Photo, Most Creative Video, Most Engagement, and Most Sun Bear Features. In total, 48 bi-weekly prizes and eight grand prizes will be awarded.
Grand prizes include high-demand technology and travel-related items, such as smart devices, travel vouchers, and smart luggage, further reinforcing the travel theme of the campaign. This reward system keeps engagement high over the campaign’s three-month duration, ensuring sustained tourism promotion rather than short-term spikes.
Supporting Visit Malaysia 2026 National Tourism Narrative
The Zuba x Visit Malaysia 2026 Snap & Win Campaign directly supports the national Visit Malaysia 2026 initiative by translating broad destination branding into tangible, on-the-ground experiences. Rather than relying solely on large-scale advertising, the campaign empowers travellers themselves to become storytellers, amplifying Malaysia’s tourism narrative organically.
For Sabah, this approach strengthens its positioning as a destination rich in culture, food, creativity, and natural beauty, while appealing to travellers seeking meaningful and shareable experiences.
Hospitality and CSR Strengthen Sustainable Tourism Model
Alongside the campaign launch, Sabah-based hospitality brand Ayuhouz introduced a corporate social responsibility initiative, directing RM1 from every room booking toward Sun Bear conservation efforts. This initiative reinforces the link between tourism growth and environmental protection, ensuring that increased visitor activity contributes directly to conservation outcomes.
Voluntary donation boxes placed at accommodation properties further encourage visitor participation, fostering a sense of shared responsibility between travellers, businesses, and local communities.
Sabah Positions Tourism Growth Around Experience and Purpose
With Sabah’s upcoming participation in Visit Malaysia 2026, Snap & Win Campaign shows how prospect of tourism can be built in experience-based tourism, digital creativity, and the purposeful engagement of the the Snap & Win Campaign. The mixture of social media, support of local businesses. conservation, and visitor reward programs offers a great example of how to create more sustainable tourism.
From the perspective of a sustainable tourism, the campaign positions Sabah not only as a must-see travel destination, but as a region where travel enriches communities. As such, the campaign supports wildlife and fosters sustainable connections with travelers and the local economy.
The post Sabah Launches Zuba x Visit Malaysia 2026 Snap & Win Campaign, Boosting its Domestic Tourism Growth, Local Merchants and Digital Travel Engagement appeared first on Travel And Tour World.
