TTW Exclusive: YB Datuk Christina Liew shares Sabah tourism’s approach towards sustainability

Wednesday, March 20, 2024

Sabah, a jewel of Malaysia, offers unparalleled tourism opportunities, drawing adventurers, nature lovers, and culture enthusiasts alike. Its rich tapestry of biodiversity, including the iconic Mount Kinabalu, pristine rainforests, and diverse marine life, positions Sabah as a premier eco-tourism destination. The state’s commitment to sustainable practices ensures the conservation of its natural wonders while providing visitors with authentic and impactful experiences.

Moreover, Sabah’s vibrant mosaic of cultures, with over 30 ethnic groups, offers a wealth of cultural immersion through traditional dances, festivals, and cuisine, making it a compelling destination for those seeking to explore the heart and soul of Borneo.

In an engaging conversation at ITB Berlin 2024, YB Datuk Christina Liew, Minister of Tourism, Culture and Environment, Sabah, Malaysia, shared profound insights into the thriving tourism sector of Sabah with Apratim Ghoshal, the Founder Editor of Travel And Tour World. This exclusive interview delved into various aspects of Sabah’s tourism, including its major inbound markets, the promotion of wildlife tourism, the significance of biodiversity conservation, the cultivation of rural tourism, and the innovative strategies being employed to enhance the regional tourism economy.

Sabah: Malaysia’s hidden gem

Sabah, known for its stunning natural beauty and rich cultural heritage, has successfully positioned itself as a premier destination within the Southeast Asian tourism market. YB Datuk Christina Liew, Minister of Tourism, Culture and Environment, Sabah, Malaysia highlighted the key inbound markets contributing to Sabah’s tourism growth. These include China, Korea, Japan, and Southeast Asian countries, along with significant numbers from the UK and Germany. The diversity of these sources underscores Sabah’s global appeal and the effectiveness of its promotional strategies.

Promotion of sustainable tourism

A cornerstone of Sabah‘s tourism strategy is its commitment to promoting eco-tourism and safeguarding its unique biodiversity. Datuk Liew emphasized the importance of maintaining the authenticity of Sabah’s natural and cultural attractions, from untouched beaches and islands to its rich tapestry of ethnic cultures. Sabah boasts 34 ethnic groups and over 30 sub-ethnic groups, each with its own unique traditions, languages, food, dances, and songs. These authentic experiences are not just attractions but assets that Sabah is keen to preserve and promote, striking a careful balance between showcasing its cultural wealth and protecting its environmental treasures.

Rural tourism is a focal point

Rural tourism development is another critical focus for Sabah, as it presents a unique opportunity to alleviate hotel room shortages while offering tourists an immersive cultural experience. By engaging tourists with local communities, Sabah not only supports economic development in rural areas but also promotes a deeper understanding of its diverse cultures. This initiative is closely monitored by the Ministry to ensure quality and sustainability, emphasizing cleanliness, safety, and authentic local experiences.

Innovative approach to promote Sabah Tourism

The promotion of a circular economy within the region’s tourism sector is evident in Sabah’s tailored approach to different tourist preferences, ensuring a wide range of experiences that cater to various interests. This flexibility supports both local economies and environmental sustainability, demonstrating Sabah’s innovative approach to tourism development.

Tourists’ arrivals from all over the world

Reflecting on the rebranding efforts initiated at ITB Berlin in the previous year, YB Datuk Christina Liew acknowledged the positive impact on tourist arrivals, particularly from Europe and Australia. The rebranding has significantly increased Sabah’s visibility on the global stage, attracting more tourists and establishing Sabah as a must-visit destination in Southeast Asia.

Sabah’s strategic approach to tourism, emphasizing eco-tourism, cultural authenticity, and sustainable development, positions it as a leading destination in the global travel market. The insights shared by YB Datuk Christina Liew at ITB Berlin 2024 underscore Sabah’s commitment to preserving its natural and cultural heritage while embracing growth and innovation in the tourism sector. As Sabah continues to evolve and attract international attention, its story serves as a compelling case study in balancing tourism development with environmental and cultural conservation.

This interview not only highlights the vibrant future of Sabah’s tourism but also serves as an inspiration for destinations worldwide aiming to harness the power of sustainable and inclusive tourism development strategies.

Video Footage Credit: Sabah Tourism Board

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