Incorporate wellness in tourism offerings, operators told

22 July 2025

KIULU: Community-based tourism operators throughout Sabah are encouraged to begin incorporating wellness elements into their offerings to stay competitive and in step with global tourism trends.

Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai said that eco-wellness tourism is on the rise, and Sabah’s natural beauty, clean air, and rich cultural heritage provide an ideal foundation for such experiences.

Speaking at the Program Jejak Kanser held at Pekan Kiulu, Joniston stated,

“Rural communities should look beyond traditional sightseeing and begin integrating wellness into their packages ,whether through mindful activities, traditional healing practices, or healthy local cuisine."

“These are simple yet impactful enhancements that can significantly enrich rural tourism experiences.”

The event was organised by the Sabah Cancer Prevention Association in collaboration with the N.15 Kiulu State Assembly Service Centre, with support from the Tuaran District Medical, Health and Dental Office.

Joniston, who is also the Kiulu Assemblyman, emphasised that wellness tourism is no longer a niche market. Today’s travellers are increasingly drawn to destinations that offer opportunities to relax, recharge, and reconnect with themselves and nature.

He cited the recent Sustainable Wholistic Wellness International Conference and Expo, held in Sabah last month, as a clear indication that the state is well-positioned to become a leader in this growing sector.

Many rural communities, he noted, already embrace sustainable lifestyles and are surrounded by nature — assets that can be transformed into authentic wellness experiences.

Joniston stressed that Kiulu, already known for its trekking routes, river activities, camping grounds, and team-building venues, should embrace this trend by developing wellness-focused services and programmes.

“In line with the Sabah Maju Jaya development agenda, which prioritises tourism, agriculture, and manufacturing, we also aim to see Kiulu emerge as a model for a healthy and thriving rural community,” he said.

“With regular health screenings, nature therapy sessions, and community awareness programmes, Kiulu can demonstrate how rural areas can lead in promoting healthier lifestyles.”

Joniston added that the establishment of a dedicated wellness centre in the area would help realise this vision. By integrating health and wellness into tourism, he said, communities can not only enhance visitor experiences but also create new economic and social opportunities for locals.