Joniston (fourth left) with CoBT operators who have recently received national-level ASEAN Tourism Standard recognition.
KOTA KINABALU: Community-based tourism (CoBT) operators in Sabah are being encouraged to raise their standards and continue improving as visitor expectations evolve.
Sabah Tourism Board (STB) Chairman Datuk Joniston Bangkuai said many CoBT destinations already have strong natural and cultural appeal, which remains their biggest advantage, and these strengths must now be complemented by better service and amenities.
“Nature has already done its part. What we need to improve continuously is how we deliver the experience,” he said, adding that service quality, basic facilities and professionalism play a critical role in shaping visitors’ impressions.
He cautioned operators against relying on standards and practices that may have worked well five years ago but may not necessarily be practical today.
“We need to keep up with the times to meet the expectations of discerning visitors,” he said.
Joniston, who is Assistant Minister to the Chief Minister, said this Monday during a meeting with five Sabah CoBT operators who have recently received national-level ASEAN Tourism Standard recognition.
Led by Kiulu Tourism Association President Meijin Manggingow, the COBT operators are Bambangan Lama Recreation Centre, Kampung Minangkob’s Murug-Turug Eco-Tourism and Lingga Eco Tourism in Kiulu, as well as Terintidon Eco Tourism and Tagal Kampung Tiong Malangkap in Kadamaian.
In congratulating the recipients, Joniston said national-level recognition should be seen as a base to build on, as operators continue developing and refining their offerings in line with the state’s continued emphasis on rural tourism under the recent budget.
“We had set a target for community-based tourism in Sabah to meet ASEAN standards by 2030. This is the time to revisit that aspiration, to take stock of the progress and be honest about what still needs strengthening,” he said.
He added that STB will continue working with CoBT operators through capacity-building initiatives, industry engagement and collaboration with relevant agencies to improve service delivery.
Kiulu and Kadamaian are key players in the state’s rural tourism initiative and were designated as models for rural tourism development in 2014.
Over the years, the sector has gained wider recognition, with Kadamaian receiving the ASEAN Community-Based Tourism Award in 2019, while Kiulu is now being considered for Cittaslow (slow city) status, an exclusive global movement that promotes sustainable, community-led development.
