STB Pledges Support to Help Community Tourism Operators Raise Standards

15 December 2025

KOTA KINABALU: Community-based tourism (CoBT) operators in Sabah are being urged to raise their standards and continue improving as visitor expectations evolve.

Sabah Tourism Board (STB) chairman Datuk Joniston Bangkuai said many CoBT destinations already possess strong natural and cultural appeal, their greatest strengths, but these must now be complemented by higher service standards and better amenities.

“Nature has already done its part. What we must continue to improve is how we deliver the experience,” he said, adding that service quality, basic facilities and professionalism play a critical role in shaping visitors’ overall impressions.

He cautioned operators against relying on standards and practices that may have worked five years ago but are no longer sufficient in today’s tourism landscape.

“We need to keep up with the times to meet the expectations of increasingly discerning visitors,” he said.

Joniston, who is also Assistant Minister to the Chief Minister, made the remarks during a meeting on Monday with five Sabah CoBT operators that have recently received national-level ASEAN Tourism Standard recognition.

Led by Kiulu Tourism Association president Meijin Manggingow, the operators are Bambangan Lama Recreation Centre; Murug-Turug Eco-Tourism, Kampung Minangkob; Lingga Eco Tourism in Kiulu; and Terintidon Eco Tourism and Tagal Kampung Tiong Malangkap in Kadamaian.

Congratulating the recipients, Joniston said national-level recognition should be viewed as a foundation to build upon, as operators continue to develop and refine their offerings in line with the state’s renewed emphasis on rural tourism under the recent budget.

“We had set a target for community-based tourism in Sabah to meet ASEAN standards by 2030. This is the time to revisit that aspiration, take stock of our progress and be honest about what still needs strengthening,” he said.

He added that STB would continue to support CoBT operators through capacity-building initiatives, industry engagement and collaboration with relevant agencies to improve service delivery and sustainability.

Kiulu and Kadamaian remain key pillars of Sabah’s rural tourism drive and were designated as model areas for rural tourism development in 2014.

The sector has since gained wider recognition, with Kadamaian receiving the ASEAN Community-Based Tourism Award in 2019, while Kiulu is currently being considered for Cittaslow (slow city) status — a prestigious global movement that promotes sustainable, community-led development.