THE Tourism, Culture, and Environment Ministry is currently drafting the Sabah Tourism Blueprint to guide the sustainable development and planning of the State’s tourism sector, with a vision that prioritises rural inclusion, infrastructure development, air connectivity, and community empowerment.
Assistant Minister Datuk Joniston Bangkuai said the blueprint aims to re-strategise tourism growth through a comprehensive, long-term roadmap that aligns with sustainability goals and local aspirations.
“The blueprint is a holistic masterplan that will re-examine how we plan and develop tourism in Sabah,” said Joniston in his Ministry’s winding-up speech at the State Assembly.
He assured that tourism development would not be confined to urban centres or established hotspots.
“We welcome all suggestions from Honourable Members so that we can work together to restore and enhance the quality of the tourism sector while safeguarding the environment and cultural heritage,” he said.
Addressing a query from Kadamaian Assemblyman Datuk Ewon Benedick, Joniston said the Ministry is expanding mountain-based eco-tourism by developing an alternative and exclusive climbing route to Mount Kinabalu, beginning at Kampung Kiau Nuluh.
The proposed route, named Kiau–Marai Parai–Gurkha Hut–Low’s Peak, offers a new trekking experience that is considered safer and more accessible.
“This trail has been recognised since decades ago and is among the safest and most passable compared to more technical trails,” said Joniston.
The plan, he added, was approved by the Sabah Parks Board of Trustees, with an initial RM1 million allocated to begin construction.
Phase 1, from Kg Kiau to Marai Parai, is expected to open by the end of this year or early 2026. Meanwhile, the Ministry has submitted additional funding requests under 13MP to support infrastructure along the route.
Sabah Parks has also identified Mount Sayap, a 3,065-metre peak in the same area, as a potential tourism product.
A scientific expedition was conducted in 2024 to evaluate its safety and ecological value.
“These high-impact products are expected to generate economic spillovers for the State and local communities,” said Joniston.
The Ministry is also actively promoting Kadamaian.
“Kadamaian has been listed as one of the must-visit destinations in our official promotional materials for 2024 and this year,” he said.
RM599,970 was allocated in 2024 for rural tourism development in Kota Belud.
In response to Banggi Assemblyman Datuk Mohammad Mohamarin, Joniston said the Ministry is committed to developing community-based tourism in Pulau Banggi and Pulau Balambangan.
A reconnaissance visit has been scheduled for April 23 this year to assess sites including Bukit Sinambung, Tanjung Menyangkit, natural caves, and turtle nesting beaches.
“The Sabah Tourism Board is also exploring the potential of developing birdwatching or ‘birding’ packages, which have high-income potential for local communities,” he said, citing additional opportunities for homestays and eco-tourism guides.
On wildlife conflict, particularly involving Borneo pygmy elephants, Joniston acknowledged the challenges raised by Merotai Assemblyman Sarifuddin Hata.
“There is no single solution to prevent elephants from entering farms or residential areas,” he said.
He explained that the Wildlife Department provides technical advice to landowners, including installing electric fencing.
“The elephants’ natural habitat in lowland areas has overlapped with plantations and human settlements, leading to increased encounters,” he said.
Regarding the Mount Wullersdorf gold mining project, Joniston said it holds a valid Special Environmental Impact Assessment (EIA) approval issued on March 16, 2017.
“Wullersdorf Resources Sdn Bhd is monitoring the project to ensure compliance with all environmental conditions,” he said.
As for Tawau Hills Park, Joniston said no EIA has been submitted or approved yet.
“Discussions with developers are still in the early stages. Rest assured, all future development will be environmentally responsible,” he said.
Joniston said the Ministry had taken note of tourism infrastructure proposals from Bongawan Assemblyman Dr Daud Yusof and Kunak Assemblywoman Datuk Norazlinah Arif.
He encouraged formal applications to be submitted via the District Tourism Action Committees for further assessment and support.
Addressing concerns from Sri Tanjong Assemblyman Justin Wong regarding tourism targets and flight suspensions, Joniston said the Ministry is working to revive international connectivity.
He confirmed that discussions are ongoing to reintroduce the Zamboanga–Sandakan and Tawau–Tarakan flight routes, particularly following AirBorneo’s acquisition of MASwings.
“We will resume dialogue with the airline once their transition is complete,” he said.
Sabah’s participation in Asean-related events has also provided new marketing platforms.
“At the recent Asean Summit Finance Track in Kuala Lumpur, the Sabah Tourism Board CEO gave a destination briefing, supported by virtual reality showcases of Sabah,” he said.
Joniston also unveiled efforts to diversify Sabah’s tourist markets beyond China.
In India, the Ministry recently hosted a film production house from South India, which expressed interest in shooting in Sabah.
“We hope this will attract Indian travellers and potentially open direct flight routes,” he said.
In the Middle East, the Ministry is working with travel agencies in Dubai, Batik Air, and AirAsia to promote Sabah in Uzbekistan and Kazakhstan.
In March, Sabah debuted at the Moscow International Travel and Tourism Exhibition (MITT) in Russia.
Plans are underway to host Russian tour operators in Sabah by partnering with China Eastern Airlines.
To Elopura Assemblyman Calvin Chong, Joniston highlighted Sandakan’s growing appeal among European and British travellers.
“Sandakan is being actively promoted as a gateway to wildlife and nature-based tourism,” he said.
Currently, 51 weekly flights operate between Kuala Lumpur and Sandakan, provided by AirAsia, Malaysia Airlines, and Batik Air.
Talks with AirAsia and Scoot are ongoing to explore direct flights from Singapore.
Tourism incentives have also been introduced.
“At the Matta Fair, we offered RM50 rebates to anyone purchasing Sabah travel packages, including to Sandakan,” said Joniston.
In 2024, Sandakan was featured in international publications, including BBC Wildlife (UK), Daily News Hungary, and Travel Trends Today (India). Influencers from Europe, the US, and Asia also participated in familiarisation trips.
New features will appear this year in World Travel Magazine (UK) and Tripzilla Asean, with additional media visits from Hungary already underway.
The Ministry has supported funding requests by the Sandakan Municipal Council for upgrades to Pasir Putih Beach and Batu Sapi Heritage Park.
“These projects are under the purview of the council, but we continue to assist in their promotion to domestic and international visitors,” said Joniston.
To Kukusan Assemblywoman Datuk Rina Jainal, Joniston said the Ministry, in collaboration with Tawau Municipal Council, is promoting attractions such as Tawau Hills Park, Bukit Gemok, Cocoa Village, and the Tawau Heritage Trail.
The Tropical Rainforest Run, organised by Sri Pelancongan Sabah in 2024, drew local and international participants.
“The event promoted healthy living while showcasing the biodiversity of Tawau’s rainforest environment,” he said.
For Sukau Assemblyman Datuk Jaffry Ariffin, Joniston confirmed that the Federal Government had allocated funds under Rolling Plan 5 (RP5) to upgrade the Pulau Manukan Jetty in Tunku Abdul Rahman Park.
“The new jetty will be built with concrete pilings and durable materials, replacing older wooden structures prone to wear,” said Joniston.
Amenities such as covered waiting areas and a tourist information kiosk will also be added.
“This upgrade will make the park ready to receive larger numbers of visitors with better safety and comfort standards,” he said.
To Appointed Assemblyman Datuk Aliakbar Khan Gulasan, who raised concerns about traffic congestion in Kundasang, Joniston acknowledged that the issue is already under review by local councils and the Public Works Department.
“Kundasang has long been a top tourist destination, and its development will be prioritised in the new Sabah Tourism Blueprint,” he assured.
