Sabah Launches its New Agrotourism Brochure, Promoting Their Rural Tourism and Connecting Visitors to Agricultural Heritage in Malaysia

Published on December 14, 2025

Sabah, Malaysia has just opened a new frontier in the state’s tourism product with the launching of the “Pengalaman Ladang Sabah yang Unik 2026–2027” brochure, which seeks to enhance agrotourism. Unveiled by the state’s Minister of Agriculture, Food, and Fisheries, Datuk Jamawi Jaffar, this new publication provides a comprehensive guide aimed at connecting visitors with the very heart of Sabah’s agricultural heritage. Indeed, it is one sure step towards diversifying the tourism products of Malaysia’s Sabah state, adding the rustic rural landscape and agriculture to its important portfolio of tourism products.

This is not just a brochure, but an actual roadmap to Sabah’s rural tourism, luring both domestic and international visitors to delve beyond the familiar attractions of beaches and city life. The brochure places much emphasis on farms, local produce, and agricultural practices in an effort to create a deeper connection between tourists and Sabah’s agricultural traditions for more meaningful and sustainable experiences. The government is working towards improving these aspects to meet the growing demand for eco-friendly tourism and experiential travel-featuring activities that have recently gained immense momentum among travelers who seek authentic connections with the culture and environment of a place.

Connecting Tourists with Sabah’s Agricultural Heartbeat

The new agrotourism brochure is designed to connect tourists directly with the core of Sabah’s economy: its agriculture. Visitors are encouraged to explore regions like Kundasang, known for its cool highlands, and Tawau, home to the state’s cocoa plantations, where they can not only admire the scenery but also engage with the people who cultivate the land. Minister Jamawi highlighted the importance of this guide in promoting a deeper appreciation of food origins and agricultural sustainability, which plays a pivotal role in shaping the local tourism narrative.

In addition to showcasing Sabah’s agricultural diversity, the brochure aims to stimulate the local economy by creating new opportunities for farmers and agro-entrepreneurs. By connecting them to tourism networks, this initiative provides a platform to promote local agricultural products to a broader audience. The brochure, therefore, acts as a powerful promotional tool, creating avenues for sustainable income and helping local produce reach international markets.

Promoting Sabah’s Agricultural Richness to Global Tourists

The brochure emphasizes the diverse agricultural experiences available in Sabah, encouraging visitors to discover the state’s farming culture in different regions. From tropical fruit farms to the lush cocoa plantations and fishing villages along the East Coast, the brochure captures the richness of Sabah’s landscape and its agricultural offerings. These experiences go beyond sightseeing; they invite tourists to get involved in hands-on activities, such as harvesting fruits or learning about sustainable farming methods.

As the brochure highlights, each district in Sabah brings its own unique agricultural strengths, whether it’s highland vegetables, cocoa, or tropical fruits like durian and mangoes. These products not only represent the agricultural diversity of the region but also reflect the cultural richness that visitors can experience. By showcasing Sabah’s local strengths, this initiative is expected to draw more visitors who seek eco-tourism and agritourism experiences while supporting the livelihoods of farmers and local communities.

Strengthening Synergy Between Agriculture and Tourism

In his speech, Minister Jamawi emphasized the importance of collaboration between agriculture and tourism stakeholders to further develop the agrotourism sector. He encouraged local tourism agencies, farmers, and agricultural associations to work together to create more distinctive and innovative agrotourism products. By focusing on what makes each district unique, stakeholders can build customized tourism experiences that cater to the increasing demand for sustainable travel options.

The synergy between agriculture and tourism not only enhances the tourist experience but also helps to preserve agricultural traditions and cultural heritage. By involving local communities in the tourism sector, Sabah can ensure that tourism growth is balanced with environmental sustainability and economic stability. Sabah’s farmers are now seen as ambassadors of both local produce and Sabah’s cultural identity, helping to establish the state as a leading agrotourism destination in Malaysia.

Sabah’s Agrotourism: A Growing Sector with Promising Potential

The Sabah agrotourism sector holds immense promise for the state’s long-term tourism growth. With more travelers seeking authentic experiences tied to nature, agriculture, and local culture, Sabah has the potential to become a key destination in the agritourism industry. The new brochure is expected to play a pivotal role in promoting Sabah’s agricultural offerings to the international stage, thereby boosting tourism arrivals and driving sustainable economic growth.

Moreover, the agriculture-tourism integration provides an avenue for Sabah’s rural communities to thrive by creating additional revenue streams, thus fostering job creation and supporting the local economy. As more tourists seek to understand the story behind the food they consume, Sabah’s commitment to sustainable farming practices will be crucial in enhancing its reputation as an eco-tourism destination.

Empowering Farmers and Promoting Sustainable Tourism

The launching of the brochure “Pengalaman Ladang Sabah yang Unik 2026–2027” marks another milestone in Sabah’s efforts to expand agrotourism. The effort will provide a good opportunity to narrow the gap between Sabah’s agricultural heritage and the rising global tourism demand for genuine and sustainable tourism. In showcasing Sabah’s rich agriculture and giving a platform to the local farmers, it ennobles not only the tourism experience but also the economic growth and sustainability in the rural areas of Sabah.

With continued collaboration and innovation in the sector, Sabah has every prospect of becoming one of the leading agritourism centers that could attract both domestic and international tourists while fostering the culture for the conservation of its agro-diversity. The future for Sabah agrotourism radiates a bright optimism in how the rural areas can be transformed into vibrant destinations full of life for all who wish to experience the essence of Malaysia’s agricultural traditions.