Sabah’s Rural Tourism Gains Traction as CoBT Operators Strive for Higher Standards, Here’s All You Need to Know

Published on December 16, 2025

In light of increasing demands for more modern travelers, the Sabah Tourism Board (STB) has also rolled out initiatives to assist Community-Based Tourism (CoBT) operators in upgrading themselves. Such an initiative has come into play in order for Sabah to be considered an attractive yet sustainable tourist destination for travelers. STB Chairman, Datuk Joniston Bangkuai, explained that while Sabah has definitely got the attractions that draw more tourists into its borders, it has also become imperative for it to upgrade its level of service delivery.

Encouraging Community-Based Tourism Operators to Enhance Service Quality

Joniston stressed that Sabah’s community-based tourism destinations, which are rich in natural beauty and cultural heritage, must now focus on improving how they deliver these experiences to visitors. While nature and culture remain Sabah’s biggest advantages, Joniston noted that the key to maintaining and growing the tourism sector lies in enhancing service quality, professionalism, and basic facilities. He explained that it is crucial for operators to stay up-to-date with modern expectations, as practices that were effective five years ago may no longer meet the needs of today’s discerning tourists.

“We need to keep up with the times to meet the expectations of discerning visitors,” said Joniston, acknowledging that the tourism industry is constantly evolving and requires continuous improvement to stay relevant. The Chairman made these remarks during a meeting on Monday with five CoBT operators in Sabah that had recently received national-level ASEAN Tourism Standard recognition. These operators, based in Kiulu and Kadamaian, are now setting a benchmark for rural tourism development in the state.

Community-Based Tourism in Sabah: A Growing Sector

Sabah’s community-based tourism sector has made impressive strides in recent years, with several key locations gaining national recognition for their efforts to preserve the environment, culture, and heritage while offering meaningful travel experiences. The operators involved in the meeting with the STB are part of the Kiulu Tourism Association and include Bambangan Lama Recreation Centre, Kampung Minangkob’s Murug-Turug Eco-Tourism, Lingga Eco Tourism in Kiulu, Terintidon Eco Tourism, and Tagal Kampung Tiong Malangkap in Kadamaian. These destinations have been recognized for meeting the ASEAN Tourism Standards, which promote sustainable, community-led tourism development.

These efforts are aligned with the Sabah government’s long-term goal to develop rural tourism, which has become a focal point in recent years. Kiulu and Kadamaian, two areas identified as key players in the rural tourism initiative, have seen tangible benefits from tourism development. Kiulu, in particular, has been named a model for rural tourism development in Sabah since 2014, and Kadamaian received the prestigious ASEAN Community-Based Tourism Award in 2019.

Joniston highlighted the importance of this recognition, stating that it should serve as a foundation for continuous growth. “National-level recognition should be seen as a base to build on, as operators continue developing and refining their offerings in line with the state’s continued emphasis on rural tourism under the recent budget,” he said. This recognition, Joniston noted, is just the beginning of an ongoing effort to raise standards and ensure that the tourism sector in Sabah continues to evolve.

Expanding Tourism Capacity and Infrastructure

One of the primary goals of the STB is to improve service delivery and overall tourist satisfaction. To achieve this, STB is working closely with CoBT operators to provide the necessary support through capacity-building initiatives, industry engagement, and collaboration with relevant agencies. The board is also focusing on the development of infrastructure and services, ensuring that these rural destinations are equipped to handle the growing number of tourists while preserving their authenticity.

“The target for community-based tourism in Sabah is to meet ASEAN standards by 2030,” Joniston said, adding that the province is taking the necessary steps to revisit this aspiration, assess progress, and identify areas that still need improvement. These steps include not only increasing tourism capacity but also ensuring that the growth in visitors aligns with sustainable practices.

Kiulu and Kadamaian: Icons of Rural Tourism in Sabah

Kiulu and Kadamaian have become prime examples of successful rural tourism models in Sabah. The Kiulu area is in the process of being considered for Cittaslow (Slow City) status, a global movement that promotes sustainable and community-driven development. This recognition would further boost the region’s profile as a model of responsible tourism, focusing on the preservation of local culture and the environment.

As rural tourism in Sabah grows, the local community stands to benefit from increased economic opportunities, job creation, and improved infrastructure. The growth of CoBT in these areas will also foster cultural exchange and mutual understanding between visitors and residents, making tourism a source of empowerment for local communities.

The Role of Sustainable Tourism in Sabah’s Future

Sabah’s commitment to sustainable tourism has never been stronger. With increasing numbers of visitors looking for authentic travel experiences that align with their values of environmental and social responsibility, the region is well-positioned to capitalize on the growing trend of sustainable travel. By focusing on responsible tourism practices, promoting cultural heritage, and enhancing visitor experiences, Sabah is creating a model that can be replicated across other regions.

The efforts of the STB, along with the work of local operators and communities, will continue to position Sabah as a leading destination for sustainable tourism in Southeast Asia. The increase in rural tourism not only supports the local economy but also helps to protect and preserve the rich cultural and natural resources that make the region unique.

A Bright Future for Tourism in Sabah

The partnership forged between the Sabah Tourism Board and CoBT operators is a considerable step toward sustainable tourism growth in Sabah. Driven by strong interest in rural and community-based tourism, the state will have much in store for travelers going beyond typical tourist attractions into a myriad of experiences. Sabah is raising standards, improving infrastructure, and fostering greater community involvement in becoming one of the leaders in responsible tourism in the region. As this sector continues to evolve, it will be tied very strongly with long-term economic development in the region, whereby the fruits of tourism are enjoyed not only by visitors but also by its residents.