Malaysia Airlines, in partnership with Sabah Tourism Board, successfully hosted the third edition of its flagship Trade Elevation Summit (TES) from May 12 to 15, 2026 in Kota Kinabalu. Recognised as Malaysia’s largest airline trade event, TES 2026 brought together major stakeholders from the global travel, tourism and aviation sectors to strengthen collaboration and promote Malaysia as a leading tourism destination during the Visit Malaysia 2026 campaign.
Following earlier editions held in Kuala Lumpur and Langkawi, this year’s summit welcomed over 300 delegates from 60 cities worldwide. Participants included tourism boards, travel trade partners, aviation executives and industry decision-makers, creating a platform for networking, strategic discussions and future tourism partnerships.
The event highlighted the natural beauty and cultural richness of Sabah through a range of curated experiences for delegates. Activities included sunset cruises, island tours around Manukan Island, water sports, golf tournaments, sunrise hiking experiences and local culinary showcases designed to promote Sabah’s tourism offerings and hospitality sector.
The four-day summit concluded with a gala evening attended by senior leadership from Malaysia Aviation Group, including President and Group CEO Captain Nasaruddin A. Bakar, Airline Business CEO Bryan Foong and Chief Commercial Officer Dersenish Aresandiran. During the event, the company shared strategic updates and future growth plans with global trade partners.
The gala also featured the prestigious Golden Wau Awards, recognising outstanding support and achievements by trade partners. A new special recognition category was introduced this year to honour excellence in social engagement initiatives, reflecting the airline’s growing focus on digital outreach and community engagement within tourism marketing.
Malaysia Airlines stated that the summit reinforces its long-term commitment to boosting tourism growth, improving connectivity and promoting Malaysia globally through strategic partnerships and immersive travel experiences. The airline currently operates extensive connections into Sabah via Kuala Lumpur and has also announced additional festive-season flights and subsidised fares across East Malaysia routes ahead of the Kaamatan and Gawai celebrations.