Sabah’s rural tourism efforts draw attention in Europe

KOTA KINABALU: Europeans are impressed with Sabah’s aggressive efforts to promote community-driven tourism in rural areas.

The initiative by state tourism authorities had earned praise from the European Travel Agents’ and Tour Operators’ Association (ECTAA).

ECTAA secretary-general (European Union) Erik Dresin said such initiatives are commendable because of the emphasis given to sustainability in its implementation.

“Environmental protection is imperative, including in the rural areas, to ensure sustainability in tourism,” Dresin said.

He was speaking at a “Sustainability Exchange ” session organised by the Malaysian Travel and Tours Association (Matta) on the sidelines of the Internationale Tourismus-Börse (ITB) Berlin, the world’s largest travel trade shows in the German capital.

Dresin was responding to a discussion by Sabah Tourism Board (STB) chairman Datuk Joniston Bangkuai and its chief executive officer Julinus Jimit on the development of community-based (COBT) tourism in the rural areas of Sabah at the session.

Bangkuai told the session that Sabah’s COBT initiative had raised greater awareness among the rural folks on the need to protect and conserve the environment to ensure sustainable tourism.

“Sabah’s COBT is not just about a community coming together to develop rural tourism as a source of income, but it has also generated awareness on preserving nature,” he said.

Bangkuai, who was also state Tourism, Culture and Environment Assistant Minister, called on the ECTAA to support Sabah’s community-based tourism efforts by promoting it among its members.

Jimit, in his presentation, said Sabah’s aggressive development of COBT was in response to the growing popularity of nature-based tourism.

“We invite international visitors to come to Sabah to indulge in the beauty of nature in a rural setting and experience our diverse culture and tradition,” he said.

Matta president Nigel Wong, who moderated the session, said a truly sustainable and responsible tourism should make destinations better for people to live in as well as to visit.

Also present at the session was ECTAA president Frank Oostdam.