Sabah’s Rural Renaissance: How Community-Based Tourism Is Fueling Economic Growth
Nestled between lush rainforests and turquoise waters, Sabah has long been a jewel in Malaysia’s tourism crown. But beyond its postcard-perfect beaches and iconic orangutans, a quieter revolution is unfolding in its rural villages. Community-Based Tourism (CoBT) isn’t just a buzzword here—it’s a lifeline. By turning cultural heritage into currency and locals into entrepreneurs, Sabah’s CoBT model is proving that sustainable tourism can be both ethically rewarding and economically lucrative. In 2024 alone, CoBT initiatives across 18 districts raked in RM7 million, up from RM6.7 million the previous year. This isn’t just growth; it’s a blueprint for how rural communities can thrive without sacrificing their soul.
The CoBT Boom: By the Numbers
The stats tell a compelling story. Sabah’s tourism sector contributed a staggering RM13.1 billion to the state economy in 2023, with CoBT carving out its niche as a high-potential player. Take Kiulu, a once-sleepy district now buzzing with homestays, river trekking, and handicraft workshops. Here, tourism revenue isn’t siphoned off by multinational chains—it stays put, funding schools, healthcare, and micro-businesses. The Sabah Credit Corporation’s Mobile Home Caravan initiative exemplifies this hyper-local approach, converting vintage vehicles into pop-up guesthouses that tour remote villages, injecting cash directly into communities.
But CoBT’s impact goes beyond ringgit and sen. The sector created 362,700 jobs in 2023, many in regions where opportunities were previously limited to subsistence farming. For young Sabahans like 24-year-old Aina from Kampung Kiau, guiding treks to Mount Kinabalu’s lesser-known trails means she no longer needs to migrate to Kota Kinabalu for work. “Now, tourists come to *us*,” she says. “We’re not just employees; we’re storytellers.”
The Authenticity Advantage
Why are travelers ditching all-inclusive resorts for Sabah’s village homestays? The answer lies in the hunger for authenticity. In an era of overtourism, CoBT offers what algorithms can’t: raw, unfiltered cultural exchange. Visitors to Kampung Bavanggazo learn to weave *bambangan* (wild mango) leaves into baskets; in the Dusun village of Tinangol, they pound rice the traditional way. These aren’t staged performances—they’re daily life, monetized without being diluted.
Recognition is pouring in. Three Sabah rural operators clinched the 2023-2025 ASEAN Tourism Standard Awards, a testament to their adherence to sustainability benchmarks. The awards aren’t just trophies; they’re marketing gold. European eco-tourists, in particular, are drawn to certified experiences, with bookings from Germany and France up 40% year-on-year.
Media, Policy, and the Road Ahead
Sabah’s CoBT success didn’t happen by accident. Strategic media partnerships have been pivotal. At the 2025 Sabah Tourism Board Media Night, journalists were hailed as “unsung heroes” for spotlighting off-the-beaten-path destinations. A viral documentary on the *Monopod Dance* of the Rungus tribe, for instance, led to a 300% spike in cultural tour inquiries.
Yet challenges loom. Post-pandemic, operators face rising costs and labor shortages. The Sabah Homestay Association’s ambitious RM10–20 million revenue target for 2025 hinges on upgrading infrastructure—think better roads and WiFi—without eroding rural charm. There’s also the delicate balance of scaling up while preserving exclusivity. As CoBT pioneer and Kiulu native John Lo warns, “We must grow like bamboo, strong but flexible. Too many tourists, and we risk becoming a theme park.”
—
Sabah’s CoBT experiment is more than an economic win; it’s a masterclass in equitable tourism. By placing communities at the helm, the state has shown that preserving culture and turning a profit aren’t mutually exclusive. The numbers—RM7 million in revenue, thousands of jobs—are impressive, but the real victory is in the ripple effects: children staying in villages, elders passing down traditions, and travelers leaving as advocates. As global tourism grapples with sustainability, Sabah’s model offers a roadmap: invest in people, honor authenticity, and let the rest follow. The future of tourism isn’t just about visiting places; it’s about uplifting them.
发表回复