Kota Kinabalu: Sabah is shifting its tourism strategy from mass tourism towards sustainable, community-based tourism (CBT) to protect the state’s natural heritage while boosting the livelihoods of local communities.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew said the move is part of the Sabah Maju Jaya (SMJ) development plan, which places strong emphasis on promoting tourism that minimises environmental impact while providing a richer and more memorable experience for visitors.
“Our natural environment and wildlife are our biggest selling points, and we must not oversell them. If we do, we risk destroying what makes Sabah unique,” she said during an interview with Astro Awani.
Liew explained that the government is taking concrete measures to prevent overexploitation of Sabah’s iconic sites.
She highlighted the quota system for climbing Mount Kinabalu and strict diving limits in Semporna, where operators carefully regulate how many people can dive and how many times per day.
These policies, she said, are necessary to safeguard sensitive areas from the damaging effects of overcrowding.
“These are treasures. If we oversell them and overwhelm these sites, their natural beauty will be lost, and tourists will stop coming. Environmental protection has to come first,” she said.
Liew said that CBT is central to Sabah’s long-term strategy, enabling villagers and ethnic groups to share their heritage, traditions, and way of life with visitors while also generating income directly for the communities involved.
CBT, she added, benefits not just international travellers but also domestic tourists from Peninsular Malaysia, Sabah, and Sarawak who increasingly seek authentic cultural experiences.
“Community-based tourism brings income directly to locals while offering tourists a unique, authentic experience,” she said.
She also noted that Sabah’s rising tourist arrivals have created accommodation pressures, especially for visitors planning longer stays. CBT, she explained, provides an alternative by offering affordable, comfortable, and culturally immersive stays within local communities.
“Some visitors even prefer kampung stays, where they can enjoy life in the villages and experience the true essence of Sabah’s hospitality,” she said.
Liew said the government is also working to diversify tourism hotspots to reduce overcrowding at popular destinations such as Tanjung Aru and spread visitor traffic to lesser-known natural and cultural gems across the state. She stressed that Sabah’s size and diversity give it a unique advantage in offering different types of attractions and experiences.
“Sabah is a huge state with so much to offer. We need to showcase different attractions so visitors can explore beyond one or two famous spots,” she said.
She added that Sabah’s growing popularity has led to questions from overseas partners about the state’s capacity to accommodate its increasing number of visitors.
However, she assured that Sabah offers a wide range of accommodation options, from five-star resorts to homestays and village-based stays, which provide tourists with a more personal and authentic experience.
Liew said the ultimate goal is to grow Sabah’s tourism sector sustainably while ensuring that the benefits are shared widely among local communities.
“Tourism must be managed responsibly. What we have, we must protect — but at the same time, we must share it. Every village that contributes to tourism also contributes to the state’s economy,” she said.
She added that the focus on CBT, environmental protection, and diversifying tourism products would ensure Sabah remains competitive and attractive as a destination without compromising its natural beauty and cultural heritage.
State Tourism, Culture and Environment Minister Datuk Seri Christina Liew said the move is part of the Sabah Maju Jaya (SMJ) development plan, which places strong emphasis on promoting tourism that minimises environmental impact while providing a richer and more memorable experience for visitors.
“Our natural environment and wildlife are our biggest selling points, and we must not oversell them. If we do, we risk destroying what makes Sabah unique,” she said during an interview with Astro Awani.
Liew explained that the government is taking concrete measures to prevent overexploitation of Sabah’s iconic sites.
She highlighted the quota system for climbing Mount Kinabalu and strict diving limits in Semporna, where operators carefully regulate how many people can dive and how many times per day.
These policies, she said, are necessary to safeguard sensitive areas from the damaging effects of overcrowding.
“These are treasures. If we oversell them and overwhelm these sites, their natural beauty will be lost, and tourists will stop coming. Environmental protection has to come first,” she said.
Liew said that CBT is central to Sabah’s long-term strategy, enabling villagers and ethnic groups to share their heritage, traditions, and way of life with visitors while also generating income directly for the communities involved.
CBT, she added, benefits not just international travellers but also domestic tourists from Peninsular Malaysia, Sabah, and Sarawak who increasingly seek authentic cultural experiences.
“Community-based tourism brings income directly to locals while offering tourists a unique, authentic experience,” she said.
She also noted that Sabah’s rising tourist arrivals have created accommodation pressures, especially for visitors planning longer stays. CBT, she explained, provides an alternative by offering affordable, comfortable, and culturally immersive stays within local communities.
“Some visitors even prefer kampung stays, where they can enjoy life in the villages and experience the true essence of Sabah’s hospitality,” she said.
Liew said the government is also working to diversify tourism hotspots to reduce overcrowding at popular destinations such as Tanjung Aru and spread visitor traffic to lesser-known natural and cultural gems across the state. She stressed that Sabah’s size and diversity give it a unique advantage in offering different types of attractions and experiences.
“Sabah is a huge state with so much to offer. We need to showcase different attractions so visitors can explore beyond one or two famous spots,” she said.
She added that Sabah’s growing popularity has led to questions from overseas partners about the state’s capacity to accommodate its increasing number of visitors.
However, she assured that Sabah offers a wide range of accommodation options, from five-star resorts to homestays and village-based stays, which provide tourists with a more personal and authentic experience.
Liew said the ultimate goal is to grow Sabah’s tourism sector sustainably while ensuring that the benefits are shared widely among local communities.
“Tourism must be managed responsibly. What we have, we must protect — but at the same time, we must share it. Every village that contributes to tourism also contributes to the state’s economy,” she said.
She added that the focus on CBT, environmental protection, and diversifying tourism products would ensure Sabah remains competitive and attractive as a destination without compromising its natural beauty and cultural heritage.
