Sustainable and Attainable – responsible tourism in Sabah

“Along the years, as new tourism products have developed, the concept of sustainability has been the core of each idea and perhaps this is the reason why our Community Based Tourism (CoBT) initiatives are doing so well.

With the growing of CoBT products, it is our hope that the community will rally around one another to offer first-rate services, thereby bolstering the state’s rural tourism and making it more globally competitive.”

Datuk Joniston Bangkuai,
Chairman of Sabah Tourism Board and
Assistant Minister of the Ministry of Tourism, Culture and Environment Sabah


“In fact, several of our Tourism products, started off from conservation purposes in the likes of the Sepilok Orangutan Rehabilation Centre, Selingan Turtles islands and Kinabalu Park.”

Noredah Othman,
Chief Executive Officer of Sabah Tourism Board

In tandem with the State of Sabah’s goals of Sabah Maju Jaya, the Sustainable Development Goals (SDG) have been part of its direction. At Sabah Tourism, as we continue to enthusiastically promote our destination to the world, to welcome travelers to experience our Enchanting Sabah, it is equally crucial to highlight sustainable efforts being done by the destination.



Sabah Tourism collaborated with local videographers to produce stories on how several tourism players were already incorporating sustainability in their business. Their stories can be view on YouTube.



#SabahOKBah focused on highlighting sustainably developed products by local crafters which were available in Kadaiku. Did provided an opportunity to showcase other possible souvenirs besides our handicraft.

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This was introduced in 2018 to encourage both staff and visitors to the office to bring a reusable bottle that they can have refilled. Sabah Tourism Board’s office also serves as a tourist information center to the public.



In collaboration with the Sabah Forestry Department, STB conducted a two-day tree-planting program under the 100 Million Tree-Planting Campaign (Greening Malaysian Campaign) on 21 and 22 May 2022 at the Tamparuli Forest Reserve. A total of 230 trees were planted with 65 Sabah Tourism Board staff involved.

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To our fellow industry players, if you have any initiatives that you would like to highlight, please contact our Communications team: