Kota Kinabalu: Community-based tourism can help cushion the income disparity between rural and urban areas in Sabah, said Sabah Tourism Board (STB) Chief Executive Officer Julinus Jeffery Jimit.
At the recent Be in Sabah 2025 event at the Sabah International Convention Centre (SICC), he highlighted the State’s achievements in developing rural tourism over the past decade.
“In 2014, we were asked to develop rural and community-based tourism. From zero, we have managed to establish a RM6 million industry across 28 districts in Sabah,” he said.
Julinus stressed that sustainability remains at the heart of the initiative, with Sabah’s tourism development aligned with the United Nations’ Sustainable Development Goals (SDGs).
“We incorporate the 17 SDGs into our initiatives, empowering communities via tourism.”
Sabah has long prioritised conservation, he said, with efforts dating back to the establishment of Sabah Parks in 1964, long before tourism became a major industry in the 1980s.
Julinus praised ongoing conservation efforts, including the Sabah Forestry Department’s progress towards protecting 30 per cent of the State’s forests.
“They have already reached 26.4 per cent, which ties into SDG Goal 13 on climate action,” he said.
The State is also home to six marine parks covering approximately one million hectares, helping to protect marine biodiversity and contributing to SDG Goal 14 (Life Below Water).
These parks include Pulau Tiga Park, Tunku Abdul Rahman Park, Tun Mustapha Park, Turtle Island Park, Tun Sakaran Park, and the renowned Sipadan Island Park. “For divers, Sipadan is a must-visit destination, ranking among the world’s top five diving spots.”
Sabah has also gained international recognition through its “Triple Crown” Unesco sites, which include Mount Kinabalu, Kinabalu Geopark, and the Crocker Range Biosphere Reserve.
“Within these Unesco sites, tourism is being used to empower nearly 300 communities, enhancing their socio-economic standing,” he said.
However, Julinus acknowledged the challenges of introducing tourism to rural communities, particularly in overcoming resistance to change.
“There is often a perception that newcomers will take away their land. But I always believe it can be done. ‘Impossible’ means ‘I am possible’,” he said.
One key strategy in developing community-based tourism has been education and knowledge transfer.
“We need to teach them how to earn tangible benefits from tourism while upholding the triple bottom line of sustainability – planet, profit, and people.”
Sabah’s approach has been methodical, he said, starting with pilot projects in Kiulu (Tuaran) and Kadamaian (Kota Belud).
“Initially, many communities said they had no tourism products. But through guidance, they realised their surroundings held great potential,” he said.
To ensure a structured approach, STB established Tourism Action Councils in all 28 districts, led by district offices.
Additionally, a joint committee involving four ministries – Tourism, Agriculture (for agro-tourism), Rural Development (for infrastructure), and Local Government and Housing (for licensing) – was set up to ensure an integrated approach.
Julinus also outlined a nine-step framework for developing community-based tourism, which includes assessing community readiness, education, identifying local champions, establishing cooperatives, forming partnerships, adopting an integrated approach, designing quality tourism products, developing marketing strategies, and continuous monitoring.
“Failure to gain the trust of rural communities can be a major setback. But if they see genuine intent, they are more likely to welcome tourism initiatives,” he noted, sharing an experience where he had to convince villagers in their native dialect to ease their concerns about land encroachment.
Looking ahead, STB aims for 80 per cent of community-based tourism initiatives to meet Asean standards by 2030.
“It is not an easy task, but with a shared vision and commitment from all stakeholders, I believe it can be achieved,” Julinus said.
He emphasised that tourism should complement other economic activities such as agriculture and that communities must understand different tourism niches, including nature, adventure, heritage, and food tourism.
“We want them to realise that their backyard holds value, whether for adventure tourism, cultural experiences, or food tourism,” he said.
To this end, Julinus reaffirms STB’s commitment to supporting communities through socio-economic enhancement programmes, training, and partnerships with industry leaders.
“Tourism is a powerful tool to mitigate poverty and uplift communities, and we will continue working to ensure that rural Sabah benefits from sustainable tourism,” he said.