Complement tourism growth in urban areas with rural sites, business community urged

15 July 2025

KOTA KINABALU: Business leaders should explore tourism-related investment opportunities in Sabah’s rural areas, to complement the industry’s continued growth in urban centres.

Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai, emphasised that rural tourism is fast becoming a strategic focus for Sabah, offering largely untapped potential for commercial engagement and private sector participation.

"Many rural communities have already pioneered community-based tourism initiatives," Joniston noted.

"With greater support from businesses, these grassroots efforts can be further strengthened, scaled, and transformed into sustainable economic ventures."

Joniston, who also serves as Chairman of the Sabah Tourism Board (STB), stated that increased business activity in rural destinations would not only create new income streams for local communities but also support broader rural development goals.

In doing so, it would raise the overall quality, competitiveness, and sustainability of Sabah’s tourism offering.

He made these remarks during a meeting with members of the Kota Kinabalu Chinese Chamber of Commerce and Industry (KKCCI), led by its President, Datuk Michael Lui, who also presented a token of appreciation to Joniston during the session.

The meeting addressed key topics, including tourism recovery strategies and the crucial role of public-private collaboration in driving event support, destination marketing, and long-term tourism growth.

Michael expressed appreciation to the Ministry and STB for their commitment to developing niche segments such as golf tourism, and for their backing of KKCCI’s golf event held in May. He commended the Ministry’s consistent efforts to draw more visitors to Sabah, which he said had revitalised local business confidence, particularly in Kota Kinabalu.

He highlighted the positive momentum in tourism since the pandemic and affirmed that local enterprises are experiencing renewed economic activity. He welcomed continued engagement between the government and business sector to attract both international and domestic tourists.

Michael also responded positively to the call to explore rural areas, noting that the business community is open to supporting initiatives that generate new commercial opportunities while contributing to the broader development of Sabah’s tourism landscape.