Satta Calls for Sustainable Future for Sabah Tourism

1 February 2026

KOTA KINABALU: Travellers are looking beyond mere sights seeking authentic experiences and meaningful connections with local communities.

“This presents a significant opportunity for Sabah, especially in eco-tourism, cultural tourism, and community-based tourism,” said Chairman of Sabah Association of Tour and Travel Agents (Satta) Dato’ Seri Winston Liaw.

However, to fully realise this potential, collaboration is essential. Government agencies must understand industry realities, while industry players need clear, practical and supportive policies, said its Liaw.

“Local communities need capacity building and fair opportunities. Sustainability must be embedded not only in planning, but in implementation."

“We cannot achieve this if we work in isolation,” Liaw said during a dialogue with Satta members themed “Way Forward The Shared Vision for Sabah Tourism” held at GA Space here.

Tourism has long been a key strength of the state, providing employment, supporting small businesses and creating meaningful economic opportunities for local communities, he said.

He said the dialogue aimed to improve coordination, strengthen partnerships and support more informed decision-making.

“It is an opportunity to listen, not just to respond, but to truly understand the challenges and desperation faced by the industry.

“I encourage all participants to engage openly and constructively, to speak honestly yet respectfully, to share problems and also propose solutions,” he added.

The dialogue provided a platform for tourism industry players from all sectors to voice concerns, share experiences and put forward practical, constructive solutions, Liaw said.

Most importantly, he said, participants should focus on what can be done collectively to build a tourism industry that is resilient, inclusive and sustainable in the long term.

The dialogue also marked the beginning of stronger cooperation and clearer direction, not only for recovery, but for the future growth of Sabah’s tourism industry, he said.

Liaw also expressed appreciation to tourism industry players who have continued to persevere, adapt and innovate despite numerous challenges, noting that their dedication and resilience form the foundation of Sabah tourism’s success.

He said the tourism industry plays a vital role not only in the economy, but also in the livelihoods of the people, particularly those in rural and coastal communities.

Sabah is blessed with extraordinary natural beauty, rich cultural diversity and unique heritage found nowhere else in the world, he said.

However, he said the industry continues to face real and ongoing challenges.

In recent years, industry players have had to navigate global disruptions, changing market demands, rising costs, labour shortages, infrastructure limitations, regulatory concerns and increasing pressure to balance development with sustainability.

While the industry is recovering, many of these challenges remain very real on the ground, he added.