Agro-Tourism Brochure Serves as New ‘Road Map’ to Attract Visitors to Rural Areas:Jamawi

13 December 2025

KOTA KINABALU: The Agro-Tourism Brochure “A Unique Sabah Farm Experience 2026–2027” (Volume 2) serves as a new road map for promoting rural tourism in Sabah.

Minister of Agriculture, Food and Fisheries Industry, Datuk Jamawi Jaffar, in launching the brochure said the brochure is not merely a promotional leaflet but a comprehensive guide that connects visitors to the true heart of the state’s agricultural sector.

Through this publication, both domestic and international tourists are encouraged to venture beyond cities and beaches to explore farms, meet local farmers, and immerse themselves in rural life, which forms the core of Sabah’s identity.

“This publication will help foster a deeper appreciation of the state’s food resources and agricultural produce, while creating more meaningful travel experiences,” he said when officiating the Sabah Durian Tourism Bazaar 2025 where he also launch of the Agro-Tourism Brochur at D’King Hall, Segama Waterfront, here today.

Jamawi said the brochure also serves as an important promotional platform for farmers and agro-entrepreneurs, opening access to new markets and generating sustainable income through the tourism sector.

He expressed his appreciation to the Sabah Durian and Tropical Fruit Growers Association (MaSDa), Tourism Malaysia Sabah, Sabah Tourism, and FAMA Sabah for their collaboration, which demonstrates that strong synergy between agriculture and tourism can elevate local produce to the global stage.

The Minister also called on all districts, agricultural associations, and tourism industry players to develop more unique agro-tourism products based on their respective local strengths.

“Whether in the highlands of Kundasang, cocoa plantations in Tawau, or fishing villages along the East Coast, every location has its own story and experiences to showcase to the world,” he said.

Jamawi further encouraged visitors to personally experience the uniqueness of Sabah’s agricultural produce while appreciating the dedication of farmers who bring their finest products to the bazaar.

He expressed confidence that the future of agro-tourism in Sabah is bright and full of potential, and called on all stakeholders to act as custodians of the land and the state’s agricultural heritage.

The programme was enlivened by the presence of industry partners, entrepreneurs, MaSDa farmers, as well as representatives from tourism agencies and the media.

Also present were Kota Kinabalu City Hall Mayor Datuk Seri Dr Sabin Samitah; Director of the Sabah Department of Agriculture Datuk Jifrin Mohamad; Deputy Director of FAMA Sabah and the Federal Territory Sebastian Chew; Chief Executive Officer of the Sabah Tourism Board (STB) Julinus @ Jeffrey Jimit; Director of Tourism Malaysia’s Package Development Division Zuraini Abdul Ghani; and MaSDa Agro-Tourism Director and Organising Chairman Johnny Ting.