CBT increasingly popular in Sabah

20 February 2025

KOTA KINABALU: Community-based tourism (CBT) is being promoted in Sabah as a means of providing sustainable, authentic travel experiences while also benefiting local communities. 

This approach not only contributes to the economic development of the region but also helps to preserve its unique cultural and environmental heritage.

Duanis Mogirong, Sabah Homestay Association Advisor shared that with the continued focus on sustainable tourism practices, CBT in Sabah is likely to grow more in prominence in the coming years.

Duanis with a guest

He said community-based tourism has become increasingly popular in the post-COVID context, driven by a collective desire for more responsible, sustainable, and authentic travel experiences.

As this trend continues, it is likely to play an important role in the recovery of the tourism sector, benefiting both communities and travellers alike.

On rural tourism and homestays, he said, “As of this year we are still in the recovery stage but I believe we should be able to recover by next year and achieve the same number of arrivals as we had post-covid.”

Guests trying their hands at handicraft

“It is slow this last month into the new year but it will pick up. Whether it fulfills our hopes or not is another matter altogether. Meanwhile, we should persevere and serve our regular clients and promote our packages and products to potential markets,” he said, adding that Tanak Nabalu Homestay, of which he is coordinator, has regular visitors from Britain and Australia as well as other countries, including domestic arrivals.

“Meanwhile, during slow times, operators, especially those with homestays and campsites should make sure that their surroundings are clean and neat. Make sure their toilets are clean and their rooms regularly aired. This is to ensure that when tourists come, they will enjoy clean facilities and leave no rooms for complaints.”

He encouraged operators to tailor their packages according to the tourists' demands rather than relying solely on pre-planned offerings. This approach not only enhances customer satisfaction but also boosts competitiveness, revenue, and community involvement.

Guests having dinner in host's home

“Furthermore, it allows operators to adapt to changing market conditions, promote sustainable practices, and build lasting relationships with their clientele. Ultimately, tailoring tourism packages fosters a vibrant and dynamic rural tourism landscape, benefiting both operators and visitors alike,” he said.

“For example, tourists from China who want to enjoy nature and understand local culture should have a package tailored especially for them. This could include visits to the farm, experiences with food and cultural dances. The dances and performances don’t have to be the usual fare that we see during official functions or KDCA.”

Speaking on CBT, Duanis said in line with global trends towards sustainability, many CBT initiatives in Sabah focus on environmentally friendly practices.

“CBT experiences in Sabah often facilitate cultural exchange, allowing visitors to engage with local customs, traditions, and ways of life. This enriches the travel experience and fosters mutual understanding between travellers and locals.”

“I believe there is a lot more room for improvement, where the tourism authority could help to narrow,” he said, adding that they could promote areas that are less prominent but with good tourism potentials and ensure that tourists have wider sightseeing experiences and choices while homestay operators can earn a revenue from their tourism sites.

He stressed that the Sabah Tourism Board and Malaysian Tourism Promotion Board have done a lot to promote tourism in the State including CBT.

Recently, Ulu Sugut became a new participant in this initiative. Six villages along the Sungai Sugut have joined forces to introduce a tourism package designed to highlight the region's natural attractions while concurrently benefiting local communities.

He said this is indeed a progress that’s commendable and he believes the authority will continue to identify similar places in other rural areas.

However, sometimes there is a tendency for some places of interest to be more popular due to regular visits by travellers,  because of better highlights and promotions.  

To ensure that there are wider promotions in other less known existing places of interest, he suggested for the tourism authorities to meet with rural tourism participants and exchange ideas, as well as, discuss areas of interest that can be promoted as a tourism spot.

“There is a wealth of tourism areas and products that we can showcase and highlight to create a vibrant and dynamic tourism experience,” he remarked. “By working together, we can promote the unique attractions of our region, providing visitors with a diverse range of opportunities while enhancing the local economy.”

Overall, CBT holds significant potential for enhancing rural economies, empowering local communities, and promoting sustainable development. This model, which emphasises local ownership, cultural preservation, and environmental responsibility, offers a viable pathway for improving the livelihoods of individuals and families involved in homestays, village stays, farmstays and other rural tourism initiatives.