Community-based tourism (CoBT) operators in Sabah are undertaking strategic upskilling and service enhancements to align with evolving regional expectations and ASEAN Tourism Standards, Sabah Tourism Board (STB) officials and industry stakeholders confirmed this week. (Travel And Tour World)
The drive comes as part of Sabah’s broader commitment to enhance tourism excellence, sustainability and competitiveness — particularly in rural and community-led experiences — ahead of growing interest from ASEAN and international travellers seeking authentic, high-quality journeys. (Travel And Tour World)
Strengthening Community Tourism for Regional Appeal
Sabah’s natural landscapes, cultural heritage and ethos of community-led tourism form the foundation of its rural tourism offerings. However, STB Chairman Datuk Joniston Bangkuai emphasised that “nature has already done its part” — and that the focus now must be on how these experiences are delivered to visitors. (Travel And Tour World)
At a recent meeting with leading CoBT operators — all of whom have received national-level recognition under ASEAN Tourism Standards — Joniston encouraged continuous improvement in areas such as:
- Service quality and professionalism
- Visitor amenities and basic infrastructure
- Customer experience delivery aligned with modern expectations
He warned against relying on outdated practices and urged operators to evolve in step with increasingly savvy and quality-conscious travellers. (Sabah Media)
Key Milestones and Strategic Vision
Five Sabah CoBT operators from the Kiulu and Kadamaian districts — including Bambangan Lama Recreation Centre, Murug-Turug Eco-Tourism (Kampung Minangkob), Lingga Eco Tourism, Terintidon Eco Tourism and Tagal Kampung Tiong Malangkap — have been recognised at the national level for meeting ASEAN Tourism Standards, setting new benchmarks for rural tourism in the state. (Sabah Media)
These recognitions align with long-term goals set by the state to position Sabah as a leader in sustainable community tourism and to meet ASEAN standards by 2030, a key regional tourism benchmark. (Sabah Media)
Kiulu and Kadamaian are also model areas for rural tourism development in Sabah, and initiatives are underway to further enhance their visibility, infrastructure and readiness for increased tourist flows. (Sabah Media)
Capacity Building and Industry Engagement
To support continuous development, STB has pledged ongoing collaboration with CoBT operators through:
- Capacity-building initiatives
- Industry engagement programmes
- Partnerships with relevant agencies
These efforts aim to equip operators with the latest skills, competitive service delivery techniques and operational knowledge needed to thrive in a fast-evolving tourism market. (Sabah Media)
“The role of professionalism, basic facilities and service quality cannot be understated in shaping visitors’ perceptions — these are essential for transforming Sabah’s community tourism into a regional showcase,” Joniston said. (Sabah Media)
Significance for ASEAN Tourism and Sustainable Travel
By aligning with ASEAN Tourism Standards, Sabah’s tourism sector is not only enhancing its competitive edge within the region but also contributing to broader ASEAN goals of sustainable, inclusive and community-driven tourism growth.
Increasingly, travellers — especially from within ASEAN — seek experiences that combine authenticity, cultural richness and responsible practices. Strengthening CoBT operators’ capabilities ensures that Sabah remains at the forefront of these trends while delivering measurable socio-economic benefits to local communities. (Travel And Tour World)
Quote
“Our community tourism experiences — rooted in nature, culture and heritage — are Sabah’s greatest asset. To fully realise their potential on the regional stage, we must elevate the quality of our services and the professionalism of our operators. This commitment will help Sabah stand out as a sustainable, high-quality tourism destination within ASEAN and beyond.”
— Datuk Joniston Bangkuai, Chairman, Sabah Tourism Board. (Sabah Media)
About Community-Based Tourism (CoBT) in Sabah
Community-based tourism in Sabah empowers local communities to deliver authentic tourism products that showcase natural environments, indigenous cultures, and heritage practices, while generating income and strengthening rural economies. The STB’s initiatives are part of Sabah’s tourism development strategy to support sustainable growth, foster inclusive participation and achieve regional tourism quality standards by 2030. (Sabah Media)
