KOTA KINABALU: Rural Sabah is primed for tourism investment, with a growing focus on community-based tourism to drive inclusive economic growth.
Urging business leaders to see rural areas not just as destinations, Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai stated that these locations offer promising opportunities for tourism investment that can deliver both commercial returns and community benefits.
Speaking during a meeting with members of the Kota Kinabalu Chinese Chamber of Commerce and Industry (KKCCI) on Monday (July 14), he added that rural tourism is gaining traction in Sabah and offers untapped potential that could complement the growing tourism scene in urban centres.
"Many rural communities have already taken the initiative to develop community-based tourism. With stronger support and involvement from the private sector, these grassroots efforts can be strengthened and expanded," said Bangkuai, who is also the Sabah Tourism Board (STB) chairman.
He noted that business participation in rural tourism could help create income opportunities for locals, support sustainable rural development, and raise the quality of existing tourism offerings.
The meeting also touched on broader topics such as tourism recovery and the importance of government-private sector collaboration in organising events and promoting destinations.
KKCCI president Datuk Michael Lui expressed appreciation to the Ministry and STB for their support in promoting golf tourism and assisting with KKCCI’s golf event in May.
He also commended the Ministry’s efforts to boost tourist arrivals, which he said had helped restore business confidence in Kota Kinabalu.
"The current momentum in tourism is encouraging. We welcome the call to explore rural areas and are open to supporting initiatives that offer new business opportunities while contributing to overall tourism development," said Lui.
