Discover Rural Sabah: Agrotourism Brochure Launches Path for Authentic Travel Experiences

Published on December 13, 2025

In a far-flung corner of the globe, notably in the state of Sabah, Malaysia, massive changes are evident in the state’s rural tourism sector with the development of the “Pengalaman Ladang Sabah yang Unik 2026–2027” Agrotourism Brochure (Volume 2). This project, initiated by the Minister of Agriculture, Food, and Fisheries, Datuk Jamawi Jaffar, is aimed at showcasing the rich agricultural life of the state, giving both local and foreign tourists a chance to discover the rural life of the state of Sabah.In a far-flung corner of the globe, notably in the state of Sabah, Malaysia, massive changes are evident in the state’s rural tourism sector with the development of the “Pengalaman Ladang Sabah yang Unik 2026–2027” Agrotourism Brochure (Volume 2). This project, initiated by the Minister of Agriculture, Food, and Fisheries, Datuk Jamawi Jaffar, is aimed at showcasing the rich agricultural life of the state, giving both local and foreign tourists a chance to discover the rural life of the state of Sabah.

A Comprehensive Guide to Sabah’s Agricultural Heart

Unlike typical tourism brochures, the Agrotourism Brochure goes beyond simply listing locations and activities; it serves as a detailed guide that invites travelers to delve into the very essence of Sabah’s agricultural sector. Datuk Jamawi Jaffar, during the launch event held at Dewan DKing, Segama Waterfront, in Kota Kinabalu, emphasized that this publication is designed to promote a deeper connection with the land, encouraging visitors to step beyond the usual urban and coastal destinations.

By highlighting farms, local agricultural processes, and rural communities, the brochure aims to create travel experiences that foster a greater appreciation for food sources and the hardworking farmers behind them. The Minister stated that the brochure is not just a tool for promoting tourism but a bridge that connects tourists with the culture and lifestyle of rural Sabah, a part of the state often overlooked by traditional travelers.

Promoting Rural Life Through Agrotourism

Sabah’s rural tourism has tremendous potential, and the Agrotourism Brochure is an effort to spotlight this aspect. Visitors are encouraged to explore local farms, interact with farmers, and witness agricultural processes firsthand. This experience allows tourists to gain a deeper understanding of the importance of agriculture to Sabah’s economy and culture. It also gives them a unique opportunity to experience rural life in a way that connects them to the land.

For both domestic and international travelers, venturing into the agricultural heartlands of Sabah offers a distinct alternative to the typical beach and city-centric tourism model. By immersing themselves in local agricultural practices, tourists can gain a newfound respect for the produce that forms the backbone of Sabah’s economy, such as tropical fruits, vegetables, and spices.

Boosting Local Farmers and Agro-Entrepreneurs

The launch of this brochure isn’t just a win for tourists—it’s also a game-changer for Sabah’s farmers and agro-entrepreneurs. The brochure acts as an important promotional platform that opens doors for these groups to new markets and provides opportunities for sustainable income through tourism. By showcasing the diverse agricultural offerings of the region, from tropical fruits like durian and cocoa to organic farms, the brochure aims to promote local products on a global stage.

Through collaborations with the Sabah Durian and Tropical Fruits Growers Association (MaSDa), Sabah Tourism Board, Tourism Malaysia Sabah, and the Federal Agricultural Marketing Authority (FAMA) Sabah, the brochure aims to elevate the local agricultural industry and bring attention to its economic potential. With tourism and agriculture working in tandem, the brochure offers an avenue to increase sales of local produce, benefitting both the tourism and agricultural sectors.

The brochure also serves as a call to action for all districts, agricultural associations, and tourism professionals to collaborate on creating more tailored agrotourism experiences. The Minister specifically highlighted key regions such as the highlands of Kundasang, cocoa plantations in Tawau, and the coastal fishing villages, urging local stakeholders to capitalize on their unique offerings to create diverse agrotourism products that can attract international visitors.

Promoting Sustainable and Meaningful Travel Experiences

Sustainability is at the core of the agrotourism initiative. By promoting travel to rural areas, the brochure aims to create more sustainable tourism options that benefit both the environment and local communities. Visitors are encouraged to engage in experiences that not only allow them to appreciate the natural beauty of Sabah but also contribute to the preservation of its agricultural heritage. By supporting local farmers and artisans, tourists can participate in eco-friendly travel that supports long-term sustainability.

Sabah’s agricultural landscape, with its lush highlands, fertile soil, and diverse crops, offers tourists an authentic, immersive travel experience. Visitors can partake in farm tours, experience seasonal harvesting, and enjoy freshly harvested fruits, providing them with an understanding of the process behind their food. This shift toward experiential and responsible travel is a growing trend globally, and Sabah is positioning itself as a destination that offers meaningful and impactful tourism experiences.

Sabah’s Agrotourism Sector: A Bright Future Ahead

The launch of the Agrotourism Brochure marks the beginning of what many see as a promising future for Sabah’s rural tourism sector. The Minister expressed optimism about the potential of agrotourism to significantly contribute to the state’s economy, particularly by attracting international tourists who are seeking more authentic, off-the-beaten-path experiences. With agriculture playing a pivotal role in Sabah’s identity, agrotourism has the potential to become a key pillar of the state’s tourism industry.

The brochure has already garnered positive responses from industry partners, including entrepreneurs, farmers, and representatives from tourism agencies. The collaboration between various stakeholders is a testament to the potential for synergy between agriculture and tourism to drive economic growth. By working together, Sabah’s tourism and agriculture sectors can elevate the state’s profile as a premier agrotourism destination in Southeast Asia.

Encouraging Visitors to Experience Sabah’s Agricultural Produce

In addition to highlighting the state’s agricultural heritage, the brochure encourages visitors to experience Sabah’s unique produce firsthand. The launch coincided with the Sabah Durian Tourism Bazaar 2025, where tourists had the opportunity to taste a variety of local fruits and products. Events like this help tourists gain a deeper understanding of the significance of local agriculture and its contribution to the state’s cultural and economic fabric.

By savoring these agricultural products, tourists not only enjoy a taste of Sabah’s rich natural resources but also support local farmers and agro-entrepreneurs, contributing to a circular economy that benefits everyone involved.

A New Era for Sabah’s Rural Tourism

The Agrotourism Brochure launched by the state of Sabah marks a significant development on the way to making the state’s tourism sector more diverse. The brochure, which focuses on rural life, farmland, and agricultural produce, marks a significant step towards a future where tourists can come closer to the heart of Sabah in a more interactive, diverse, and sustainable manner. In cooperation with the tourism department, farmers, and entrepreneurs, the state is moving closer to making itself a preeminent destination for agrotourists. The increasing popularity of the brochure is also set to see a rise in the number of tourists who are interested in exploring the rural parts of Sabah, which, in turn, can discover a deeper meaning in the rich offerings of the state.