Sabah Positions Itself as Global Model for Wellness Tourism at SWWICE2025 Launch

Joniston (middle) with Cleopatra (second left) after launching the Event

24 June 2025

KOTA KINABALU : Sabah is poised to emerge as a leading destination for wellness tourism, as it officially launched the Sustainable Wholistic Wellness International Conference & Expo (SWWICE2025) at the Magellan Sutera Harbour Resort.

In his launching speech Datuk Joniston Bangkuai the Assistant Minister of Tourism, Culture, and Environment, and Chairman of the Sabah Tourism Board, underscored the unique blend of nature, culture, and community that makes Sabah an authentic wellness destination.

“Sabah has always been more than just a scenic destination,” Joniston said, adding “It is our way of life the balance, the deep-rooted traditions, the connection to nature that defines true wellness here.”

While much of the global wellness industry focuses on retreats and spa experiences, Joniston urged the people to look at wellness through a more meaningful lens, lifestyle, community, and sustainability.

He highlighted how local traditions, indigenous healing practices, and rural community living offer genuine wellness experiences that are both sustainable and culturally grounded.

Between 2014 and 2024, over 30.4 million visitors have experienced Sabah’s natural serenity from its clean air and lush forests to the warmth of its people. This, he said, is wellness in action.

The SWWICE2025 event reflects this ethos, bringing together wellness practitioners, eco-entrepreneurs, indigenous leaders, and community tourism stakeholders in what the organisers hope will become more than a conference, a movement.

Joniston praised the role of local communities, especially homestay operators, herbalists, and traditional food producers, calling them the “heart of Sabah’s wellness story” and vital to the state’s sustainable tourism strategy.

“Growth should never come at the cost of sustainability,” he emphasised. “If we want to offer peace and wellness to future generations, we must protect what makes Sabah unique.”

He further expressed appreciation for the SWWICE2025 team led by Cleopatra Lajawai, noting the programme’s inclusive design from wellness cycling to indigenous showcases and eco-dialogues.

As global travel trends shift toward purpose-driven and healing experiences, Sabah’s model of integrating wellness into its culture, economy, and daily life may set a new benchmark in tourism development.

“Let Sabah be a model not just for its beauty,” he said, “but for how it integrates wellness into every layer of society.”

The event was officially declared open with a call to action,

“Stay well. Stay wholistic. Stay sustainable.”