Growing appetite for local adventures in Sabah gives operators a reason to smile
KOTA KINABALU: For businesses at Star Karnival Cuti-Cuti Malaysia (SKCCM) 2026, the growing stream of “clicks and likes” is a welcome sign that could translate into better earnings.
Product Manager for MalaysiaTravel.com, Yee Harng, said he hoped the attention and clicks would translate into bookings and income for local operators.
“My hope is that we don’t just focus on bringing more tourists into Malaysia, but on getting them to stay longer, experience more, and spend more with local businesses,” he said.
He suggested the use of better data to understand what travellers actually want and then connecting that demand with the right local experiences.
Trip.com manager Darren Khaw hopes to raise the platform’s profile and broaden its offerings to encourage more Malaysians to explore Sabah and other parts of the country, as domestic travel gains traction amid global economic and social challenges.
“We have stable demand and see more potential in domestic markets, so events like this Star Karnival are the right platform to promote tourism.
“Even with rising air fares, we still see steady demand in South-East Asia destination travel,” he said.
Ashely Thong Lee Phing, operations executive for Fastrack Car Rental and Holidays Sdn Bhd, hopes that this carnival can attract more visitors to Sabah and, in turn, more income for the car rental business amid global economic challenges.
“We know there are challenges, especially with rising global fuel prices, so tourists from inside and outside the country might have reservations about travelling and spending more,” she said.
“But we hope the attractive tourism products we have to offer will lure them back.”
Suriati Osman of RV Motorhome said she is optimistic about venturing into the Sabah market, seeing how there are many untapped areas of tourism they can explore, network with local operators and learn more about what the locals are into.
She said currently, food and other attractions are not the issues affecting tourism, but rising costs of travel such as air tickets, which should be addressed quickly to ensure that this sector continues to thrive.
Meanwhile, Penangite Arasu Kasinathan, who signed up for a Kinabatangan and Sukau river cruise, said he had come to the mall for something else but ended up booking a tour package.
“This is a chance purchase, but I believe some things are meant to be.
“This is a wonderful carnival and I had a wonderful lady introduce me to this river cruise,” he said, adding that he has yet to decide when to go for the cruise but expects it to be sometime this year.
Jaime Sharon from Borneo Tours and Travel encouraged Sabahans to explore their home state and invited visitors to enjoy the wonders of Sabah.
The three-day carnival, which ends today, features 41 booths comprising local attraction deals, hotel and resort promotions.
The event was opened by Deputy Agriculture and Food Security Minister Datuk Chan Foong Hin.
Foong Hin, who is also Kota Kinabalu MP, urged visitors to continue exploring what the state has to offer while reminding government agencies and the private sector to play their part in making the tourism sector grow.
“In the context of Sabah, we want the locals to explore and appreciate our natural treasures, from our beautiful beaches to islands in Kota Kinabalu, Kundasang, Semporna, up to the richness of our eco-tourism, cultures and communities statewide.
“At the same time, we want more Malaysians from other states to make Sabah one of their main choices for domestic travel,” he said.
Star Media Group (SMG) group chief executive officer Chan Seng Fatt, who attended the event, said he is hopeful that the carnival can generate the desired revenue and feedback from participants and customers.
“With Visit Malaysia Year 2026-2027, I am optimistic to see our tourism industry grow and for our industries to grow,” he added.
Tourism Malaysia deputy director-general (Planning) Wizani Rosmin, who was in attendance, said he was optimistic to see better results this round.
He added that the past carnivals organised with SMG had shown positive feedback with encouraging sales generated.
“This is a good platform for the industry, hoteliers, travel agencies, product owners and community-based tourism operators to give discounts, promotions and added value directly to the consumers.
“So, this is a good effort for domestic tourism; even during (the oil) crisis, we can still achieve better results than last year,” he said.
The carnival themed “Explore, Experience, Excite” is expected to attract more than 200,000 visitors nationwide.
Its next stops are at the Sunway Carnival Mall, Seberang Perai Penang, from Sept 24 to 27; Sunway Pyramid (Orange Zone), Petaling Jaya, Selangor, from Oct 23 to 25; and Plaza Merdeka, Kuching, Sarawak, from Oct 30 to Nov 1.
For details, visit events.thestar.com.my/skccm/.
