Sabah is inviting travellers to go beyond the usual brochures — offering a tourism experience shaped not by luxury, but by the hands of local villagers and the rhythms of real Borneo life.
Chief Minister Datuk Seri Hajiji Noor said community-based tourism is helping redefine Sabah’s appeal for regional and global travellers seeking immersive, off-the-beaten-path experiences.
“Behind every travel story is a family, a village, and a culture welcoming you in,” said Hajiji at the launch of the ASEAN Travel Exchange (ATEX 2025) in Kota Kinabalu, today.
His speech was read by Tourism, Culture and Environment Minister Datuk Seri Christina Liew.
Sabah’s tourism industry contributed RM13.1 billion to the state economy last year — accounting for about 15% of GDP — and created more than 380,000 jobs across related sectors.
But the state isn’t content with numbers. It wants travellers to see and feel what lies behind them: jungle treks led by Dusun guides, stilted river lodges run by Murut families, slow walks through rice fields, sunset dinners in wooden kampung homes, and stories told around fires that don’t appear on Instagram filters.
In 2024 alone, community-based tourism generated RM7 million in revenue across 18 districts — a growing testament to the appeal of rural escapes over urban spectacles.
“Sabah is home to many community-run tourism experiences. These are not curated shows – they are life, as lived,” Hajiji said.
Travellers are also likely to benefit from improved infrastructure as the state upgrades the Kota Kinabalu International Airport, strengthens road links to rural destinations, and expands its digital platforms to connect hosts with visitors, he said.
Hajiji said Sabah is positioning itself as a hub for sustainable, experiential tourism — embracing green economy practices while bidding to host more international events like ATEX 2025.
For the visitor, it means fewer manicured resorts and more real moments, he added.
“We want to be a model of how tourism can thrive while preserving our culture, environment, and communities,” said Hajiji. – June 19, 2025
