Sabah’s Next Move

Follow us on LinkedIn, Instagram, Facebook, YouTube and Twitter

Listen On Goodpods

Kota Kinabalu, Dec 9: Sabah would be stepping up efforts to lure Indian tourists given they represent the fastest-growing outbound market.
Assistant Minister of Tourism, Culture, and Environment Datuk Joniston Bangkuai said the state’s tourism industry was overly dependent on Chinese visitors before the pandemic and that it must now diversify its customer base.
“Sabah is recognised for its nature-based tourism, but we also offer upscale products and one-of-a-kind travel experiences that would be of appeal to visitors from India. They are big spenders, so we want to draw them in.
“In fact, over 6,000 Indian visitors came to Sabah pre-pandemic in 2019, showing a clear interest in visiting the region. While the number is modest, it is still quite promising.
“Be assured that the Sabah Tourism Board (STB) is actively pursuing the Indian market, and we hope to see a steady increase in arrival in the coming year.
“I am sure direct linkages between India and Sabah will be established in the future once there is a rise in the number of Indian visitors,” he said.
On another note, STB also said that it would work closely with academic institutions to help rural tourism grow.
Bangkuai said STB and tourism players could benefit greatly from the university’s studies of rural tourism.
He also said STB could be of significant assistance to academicians in their studies to better grasp the topic at hand and identify collaborative solutions to the industry’s problems.
Bangkuai, who is also chairman of STB, was speaking at the Community Based Tourism Symposium (CBTS) 2022, themed ‘Rural Tourism Prosperity: Transforming the Well-Being of Local Communities’ at the Azman Hashim UMS Gallery here, on Friday.
This symposium was co-organised by the varsity’s Borneo Tourism Research Centre (BTRC); Faculty of Business, Economics and Accountancy; and Sabah Tourism Board.
It was supported by the Federation of Rural Tourism Association Sabah and the Association for Tourism and Leisure Education and Research (ATLAS Asia).
In this speech, Joniston also shared about STB’s pioneering efforts in community-based tourism through its project division and the subsequent success of this initiative since its inception in 2014.
He also called on stakeholders to continue playing their role to help position Sabah as the top sustainable and innovative rural tourism destination. 

Editor’s Note: You can now download our app on the Google Play Store or the Apple Store, or write your next best-selling novel with our sister app Toolis, available on the Apple Store and Google Play Store or purchase something from us at, or at
We are happy to note that we are also now on Amazon Australia. Purchase our products as a show of support to us. They are Yaya, Ezzy, Tante June and Xeno backpacks or our beauty products such as LazyBum Skincare Facial Cleanser, LazyBum Skincare Toner and Moisturiser and Blitz Hair Oil Spray.
Also, check out our rate card and media kit here if you would like to advertise with us on this website. Thank you!

Success! You're on the list.

Like What You Read?

Howdy! Thanks for dropping by and reading our stuff. is an independent website that covers all things business and entrepreneurship related. If you like what you read, a little donation from your good self will go a long way in helping us run this site successfully. Thank you!


Leave a Reply

Click to listen highlighted text!