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Sabah Tourism Board

Country: Malaysia

Website: https://www.sabahtourism.com

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SABAH SHOWS POTENTIAL IN MUSLIM-FRIENDLY TOURISM AND HOSPITALITY SECTOR

Photo: Tun Sakaran Marine Park by Lesly Derksen on Unsplash

KOTA KINABALU, SABAH, MALAYSI A, 12 APRIL 2022 :   The announcement of the Malaysian border reopening on 1 April signalled a new chapter for tourism industry players. As part of tourism industry preparations to restart tourism, Islamic Tourism Centre (ITC) took the opportunity to explore the potential of Sabah as a destination for the Muslim tourist market. 

Pre-pandemic, Sabah’s tourism industry was thriving, with international tourist arrivals reaching 1.47 million out of the total 4.19 million in 2019. Tourism was the state’s third biggest income generating industry, supporting more than 80,000 jobs, according to Sabah Tourism Board in 2021. While the Covid-19 pandemic did leave an impact on tourism in Sabah, the resilient industry is expected to make a comeback following the recent reopening of the Malaysian border. 

To capitalise on this development, local tourism industry stakeholders may wish to look into diversifying their products and services to attract lucrative travel markets, like the Muslim tourist market. The Muslim tourist market was a steadily growing market before the Covid-19 pandemic hit, with 200.3 million Muslim travellers globally, spending USD194 billion on the travel and tourism industry in 2019. Now that the industry is restarting again, the Muslim-friendly sector can be expected to pick up. 

At a recent seminar jointly organised by Institut Pengajian Islam dan Dakwah Sabah (IPDAS) and ITC, “Seminar Pelancongan Islam: Perspektif Sabah” , to discuss the potentials of Sabah as a Muslim-friendly travel destination, Tuan Haji Muhammad Zamri Muhamed Shapek, Director of IPDAS said in his welcome remarks, that there is a misconception about the Middle-Eastern market, the highest spending Muslim market per capita, being only interested in visiting luxurious malls during their holidays. 

He claimed that this is not true, especially for the millennial Middle-Eastern market that is characterised to be adventure-seeking with a preference for ecotourism activities, something Sabah is famous for. 

Being a geographically-diverse state, Sabah has some key natural attractions including Mount Kinabalu, the highest mountain in Southeast Asia, and the pristine islands in Semporna. These lend to Sabah’s appeal as an ecotourism destination making positive environmental and social impacts.

“Sabah’s nature conservation practices have always been exemplary. Not only is it aligned with the United Nations Sustainable Development Goals (SDGs), sustainability and environment protection are an important aspect of Islam that ultimately benefits the tourism industry,” said ITC Director-General, Dato’ Dr. Mohmed Razip Haji Hasan in his keynote address. 

He also pointed out that the Muslim market is geographically diverse and does not  exclusively refer to the Middle-Eastern market alone. “The scope is broad and it includes the Asean region with its estimated 255 million Muslim residents,” he added.

This is where Sabah has a geographical advantage. It is directly accessible by potential visitors from different parts of the world.  Residents of neighbouring country, Singapore, can take direct flights to Kota Kinabalu International Airport (KKIA) without having to stop at the Kuala Lumpur International Airport (KLIA). Meanwhile, the people of Brunei and Kalimantan, Indonesia, can even enter the state by land. 

Ease of travel aside, Sabah’s unique population and history are elements that hold special appeal to global travellers, offering a glimpse into Islam in Borneo. Associate Professor Dr. Berhanuddin Abdullah, Deputy Director of Academic Quality at the Academic Quality and e-Learning Centre (AQeL), Universiti Sultan Zainal Abidin (UniSZA) during his presentation “ Geografi Sejarah Islam di Malaysia: Potensi untuk Pelancongan Islam di Malaysia” “(The Geography of Islamic History in Malaysia: Islamic Tourism Potentials in Malaysia)” informed that the geographical location of a destination has a lot of influence on its civilisation. While there is one Islam, Sabah has its own unique architecture, community, customs and history that cannot be found in other Muslim populated destinations. The Kota Kinabalu City Mosque, for example, is a hotspot favoured by visitors from Japan and Korea.

Dr. Tini Maizura Mohtar from Universiti Malaysia Sabah supported this statement in her session, “Hospitaliti Islam, Cabaran di Malaysia” (Islamic Hospitality, Its Challenges in Malaysia)”. She said that activities that involve tourists trying on local garments and delicacies help to nurture respect between travellers and the host Muslim community. This is easily achievable in Sabah, home to over 30 indigenous groups, each with its own century-old customs and traditions. 

Other key takeaways from the seminar are as follows:

• Islamic Tourism is no different from conventional tourism. People of all religions and races mainly travel to experience new things or to escape from their daily life routines. However, Islamic Tourism is undertaken in a way that Muslims are able to fulfill their faith-based needs. The most important faith-based needs would be halal food, prayer facilities and water for cleaning up and ablution, all three are widely available in Malaysia, including Sabah.
• Islamic Tourism is an ecosystem in which the Muslim-friendly Tourism and Hospitality (MFTH) sector and Halal tourism exist in. MFTH is the branding that ITC encourages Malaysia’s tourism industry players to use as a marketing tool to promote Islamic Tourism.
• With 1.8 billion global Muslim population, 1.1 billion in the Organisation of Islamic Cooperation (OIC) member countries, and 350 million in other countries across continents, the Muslim market is huge and is only expected to grow.
• Malaysia ranks number one in the Muslim-friendly sector in the State of Global Islamic Economy (SGIE) Report by DinarStandard since 2014 and in the Global Muslim Travel Index (GMTI) by CrescentRating since 2015.
• Post-pandemic, travellers are becoming more cautious about their health and safety. They need standards as an assurance for safe travels, which is why ITC’s Muslim-Friendly Accommodation Recognition (MFAR) and Muslim-Friendly Tourist Guide (MFTG) are becoming increasingly important. The hotels and tourist guides involved are recognised by ITC as capable of dealing with Muslim tourists’ travel requirements.
• Currently, there are 53 MFAR recognised hotels nationwide, two of them located in Sabah. There are also 62 MFTGs in Malaysia, one is based in Sabah.

No doubt, Islamic Tourism is gaining momentum and interest. Even destinations without a Muslim-majority population such as Australia, China, Japan, Singapore, South Korea and Taiwan among others, see the potential and have ventured into Islamic Tourism. The situation requires leaders to be visionary and take advantage of the strong market demand for Muslim products and services.

In line with this, the upcoming launch of IPDAS’ Diploma in Islamic Tourism programme (Diploma Pelancongan Islam) is welcome news. ITC fully supports this venture as a way to nurture future leaders in the Islamic Tourism space.

The “Seminar Pelancongan Islam: Perspektif Sabah” is part of ITC’s 8th SEED (Share, Enrich, Enhance, Develop) Session aimed at delivering the latest information on a variety of contemporary topics from an Islamic perspective. A total of 50 tourism industry players including policymakers, hoteliers, tourist guides and academicians were invited to physically attend the half-day programme. Jointly organised with IPDAS and held at Raia Hotel Kota Kinabalu, it was launched by the Director General of ITC, Dato’ Dr. Mohmed Razip Haji Hasan. The seminar was also broadcast live on ITC and IPDAS’ respective official Facebook pages. 

—– END —–

Islamic Tourism Centre (ITC) is an entity under the Ministry of Tourism, Arts and Culture, Malaysia tasked to develop the Islamic tourism segment for Malaysia. It advocates for Muslim-friendly tourism (MFT) by offering research and market intelligence, training, industry development consultation, Muslim-friendly tourism and hospitality (MFTH) service standards and certification, and information exchange.

In 2021, ITC received two key awards, i.e. Strategic Business Alliance Award at The BrandLaureate World Halal Best Brand E-Branding Awards 2021, and Best Islamic Tourism Leadership Gold Award 2021 by Malaysia Tourism Council. These are recognition of ITC’s efforts and endeavours in formulating new strategies to meet the new normal of the business environment to ensure business continuity and sustainability, notwithstanding its role to develop and grow the Islamic tourism segment in Malaysia.

In addition, Malaysia was named top country in the region in the MFT sector by the State of the Global Islamic Economy (SGIE) Report 2020/21. Malaysia also retained the top-ranked destination in the MasterCard-CrescentRating Global Muslim Travel Index (GMTI) 2021, a position it has defended since the launch of the Index in 2015.

These recognitions are an added motivation for ITC to continue to strengthen its efforts in being a prime mover and leading institution to ensure Malaysia is at the forefront of MFTH.

For further details, kindly contact:

Islamic Tourism Centre, Level 13, Ministry of Tourism, Arts and Culture Malaysia No. 2 Tower 1, Jalan P5/6, Precinct 5, 62200 Putrajaya, Malaysia Tel: 03-8891 7177 or via email [email protected]/v2

For media-related matters, contact the Corporate Communications team:

Anis, Manager, +6012 321 9137, [email protected]/v2 Nadhirah, Sr. Executive, +6019 356 0530, [email protected]/v2 Aina Izzati, Asst. Executive, +6010 266 2535, [email protected]/v2

Follow ITC on these social platforms: Facebook: Islamic Tourism Centre Twitter: @itc_my Instagram: @itc_my Youtube: Islamic Tourism Centre

Ready to tap into the Muslim tourist market and elevate your business?

Sabah Gets Ready for a Revival in Tourism

Its natural beauty and rich culture have made Sabah a popular tourist destination on the island of Borneo. Visitor arrivals reached more than four million in 2019, up 8% from 2018 , according to the Sabah Tourism Board.

Tourists flock to Sabah to see the Bornean Orangutans, Pygmy Elephants, and other endemic species in their natural habitat . Things to do on this northern part of Borneo include climbing Mount Kinabalu, cruising along Kinabatangan River , whitewater rafting, dive excursions, rural tourism activities, and culinary tours.

In 2020, however, tourism was hit hard worldwide by the COVID-19 pandemic. Visitor arrivals in Sabah fell by more than 76% to less than a million tourists.

Jumpstarting the industry

Given current restrictions on international travel, tourism promotions in Sabah have focused on local tourists. Malaysians make up a large portion of its market anyway—64% before the pandemic and 81% in 2020.

The 3-month #RinduSabah campaign was launched in December to target domestic tourists using digital platforms. High-visibility advertisements promoting destinations were also placed in metropolitan Klang Valley, particularly the Bukit Bintang shopping and entertainment district and the affluent Mont Kiara area to reach locals as well as expatriates.

The #BahMarilah Kaw Kaw Edition gathers together a variety of travel packages and staycation deals as well as suggested itineraries based on traveling within designated zones .

Sabah is also targeting business tourism and the meeting, incentive, convention, and exhibitions (MICE) market. Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin says a strong MICE industry will help revitalize tourism as well as other economic sectors.

While big events are not yet feasible, efforts to improve MICE will focus on industry upskilling to build capacity to manage events according to international standards, says Sabah Tourism Board General Manager Noredah Othman. In February, the tourism board organized a 4-day Congress Certification Program with the Malaysian Association of Convention and Exhibition Organizers and Suppliers. The training program was held virtually and attended by 25 participants.

Investing in infrastructure

Investments in tourism and related infrastructure are likewise expected to help boost tourism.

The federal government has allocated 26.8 million ringgit (about $6.5 million) to develop Sabah tourism , including the development of new products, such as a proposed cultural village and art gallery.

Local and foreign investors are also vying with each other to build a Sky Train for Sabah , which is seen to benefit tourism both as a new attraction and as a convenient means of traveling across the state.

Now is the right time to improve offerings while tourism activities are slow, says Malaysia’s Tourism, Arts and Culture Minister Datuk Seri Nancy Shukri. “We must have complete tourism infrastructure when tourists come.”

Among the new destinations in Sabah is the Tun Mustapha Museum in the town of Kudat , which is known for Rungus longhouses and white sand beaches. Named after the first Sabah governor, the museum was one of the projects under the 11th Malaysia Plan that was completed last year.

The next attraction to be opened is Balambangan Cave, which is believed to be more than 60 million years old. What also makes it interesting is that the rocks inside the cave shine when exposed to light. Balambangan Island is an hour’ boat ride from Kudat Marina Jetty.

Overseas promotions

Though Sabah is not yet accepting travelers from abroad, marketing efforts continue to keep it top of mind.

In February, the tourism board launched a 3-month “book now, pay later” promotion for Thailand. The SABAHDEEKhrap campaign offers a wide range of products and packages, including jungle survival training, whitewater rafting, fireflies tour, kayaking at sunrise, diving, and community-based tourism activities. It offers flexibility to travel until the end of the year.

Visitor arrivals from Thailand rose by 19.4% to 4,738 in 2019. Before COVID-19, Air Asia flew direct flights from Bangkok thrice a week to Kota Kinabalu, Sabah’s main gateway.

For South Korea, Sabah’s second largest market in 2019, the tourism board uses social media platforms, such as Naver, Kakao, and Instagram, to promote and retain market awareness of the destination.

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4 lucky winners will win a Sabah Tourism Travel voucher worth RM5,000.00

Every first 20 participants to submit entries before the 28 Feb, 14 March, 28 March and 14 April 2022 will be given complimentary Sabah Tourism merchandise.

How To Enter

• 1. Participants must follow either these accounts: @sabahtourism Instagram or @SabahMalaysianBorneo Facebook account.
• 2. Participants need to post their ‘virtual letter’ to Sabah Tourism on their Instagram account feed or as Facebook posting and tag IG @sabahtourism/ FB @sabahmalaysianborneo, and use the hashtags  #sabahtourism #flymetosabah .
• 3. Participants can post their ‘virtual letter’ in the form of a photo, video or creative caption format in Bahasa Melayu, English or Chinese.
• 4. Participants must maintain a public profile to enable Sabah Tourism to view entries.
• 5. Sabah Tourism Board will announce one (1) winner each fortnight on: 28 February, 14 March, 28 March and 14 April 2022.
• 6. No limit of entries but a participant can only win 1x time.
• 7. Open to Non-Sabah residents, West Malaysian, Sarawakian and expatriates residing in Malaysia only.

Terms and Conditions

• 1. Participants must maintain a public profile to enable Sabah Tourism to view their entry.
• 2. For Facebook entry, participants must retain a public friends and following profile list to enable Sabah Tourism to view your following status.
• 3. Sabah Tourism Board will announce one (1) winner each on the 28 Feb, 14 March, 28 March and 14 April 2022.
• 4. The winner will be announced on https://flymetosabah.sabahtourism.com and Sabah Tourism Board’s IG @sabahtourism and FB @SabahMalaysianBorneo.
• 5. Open to Non-Sabah residents, West Malaysians, Sarawakians and expatriates residing in Malaysia only.
• 6. Each winner will be contacted via their social media account.
• 7. In the event that the winner fails to contact Sabah Tourism Board within 3 days upon notification through their social media account, Sabah Tourism Board reserves the rights to change the winner without further notice.
• 8. Sabah Tourism also reserves the right to determine an alternate winner should he/she be disqualified for failing to meet the requirements and other undisclosed reasons.
• 9. Prizes are non-transferable and non-exchangeable for cash or in-kind.
• 10. The organizer reserves the right to change or replace the contest prizes and/or modify the rules and regulations of the contest as and when necessary, without prior notice.
• 11. Winners are required to post their holiday in Sabah in their Social Media account with a specific hashtag - #flymetosabah, #sabahtourism and to tag @sabahtourism/ @sabahmalaysianborneo.
• 12. The winner will receive a travel voucher subsidy amounting to RM5,000.00 only, to be used to purchase their bucket list holiday in Sabah
• 13. Validity of prize until 31 Dec 2022.
• 14. Vouchers can only be used to purchase tour packages (inclusive of flight) of their choice or based on their answers (bucket list) with any Sabah based registered tour operators of their choice from this MOTAC list . Once the winner has confirmed the selected tour operator, kindly notify Sabah Tourism Board.
• 15. If the cost of the packages is more than RM5,000, the winner will need to undertake the additional expenses.
• 16. The selected tour operators will claim the cost of the tour package with the Sabah Tourism Board.
• 17. By submitting an entry, the participant will be regarded as having accepted and agreed to be bound by the rules and regulations of the contest.

The Lucky Winners

First Winner for 28 February 2022

Marcel George Mura Levi (IG: @marcel_fellows)

Second Winner for 14 March 2022

Andrea Filmer (FB: Andrea Filmer)

Third Winner for 28 March 2022

Zaki Yusof (FB: Zaki Yusof)

Fourth Winner for 14 April 2022

Siti Rohayu Aziz (FB: Siti Rohayu Aziz)

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Sailing in Sabah a breeze

• Sabah & Sarawak

Tuesday, 27 Aug 2024

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KOTA KINABALU: International participants of the Sail Malaysia Passage to the East rally, hailing from 21 countries, have given the thumbs up to the security on Sabah’s east coast after completing their two-month voyage through the state waters.

Despite travel advisory against going to the east coast of the state issued by some countries, the sailors reported feeling safe throughout their journey, largely due to the efforts of the Eastern Sabah Security Command (Esscom).

Ribeiro, who was among those sailing in Sabah for the first time, also praised Esscom for its proactive approach in getting participants’ details and tracking their movements.

Ribeiro shared his observation with Sabah Tourism Board chairman Datuk Joniston Bangkuai at a farewell dinner for the Sail Malaysia participants here on Sunday.

“There is also a dedicated group chat where we can report any emergencies when sailing alone within Sabah waters. This gave us a strong sense of security,” Ribeiro said.

Ribeiro noted that while Portuguese tourists typically visit Kuala Lumpur, Penang or Melaka due to historical ties, Sabah offered a fresh and eye-opening experience.

“I have never been to Sabah before but most of us have only heard of it as a remote and exotic part of the world.

“After coming here, I see there is so much more that Sabah can offer, especially through the lens of the sailing community,” he added.

Nikki Anderson, 34, from Australia, echoed the same sentiments, highlighting the safety she and her family felt during their voyage.

“We have never once felt any threat. We want to thank Esscom for doing such a good job.

“We feel secure, especially since we are travelling with a six-year-old and a three-year-old,” Anderson added.

She also spoke fondly of the warm hospitality they received during their two-month journey.

“We get to mingle and party with the locals and that has become part of our day-to-day life here.

“We have also explored the land, visited Kinabalu National Park and the tip of Borneo in Kudat. It’s just amazing.”

Thanking the Sail Malaysia participants, Bangkuai encouraged them to share their experiences to friends and families, noting that events like Sail Malaysia have raised Sabah’s profile among global sailors.

“The continued organisation of Sail Malaysia is a clear indicator of how important Sabah is as a destination for sailors from around the world.

“We are committed to improving the facilities and infrastructure related to boat berthing, among others, in the future.

“We value participants’ feedback and will strive to enhance our visitor’s experience in every possible way,” said Bangkuai, who is also a patron of Sail Malaysia Borneo.

The participants include those from Australia, United Kingdom, France, United States, Canada, Portugal and South Africa.

Sail Malaysia Passage To The East is supported by the Sabah Tourism Board and the farewell dinner was organised by the Semporna District Office in collaboration with Sail Malaysia.

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Sail Malaysia Passage to the East: Sailors from 21 countries praise security on Sabah’s east coast

Joniston (seated on chair fifth left) with participants of Sail Malaysia Passage to the East.

SEMPORNA (Aug 26): Participants of the Sail Malaysia Passage to the East rally, representing 21 countries, have given the thumbs up to security on Sabah’s east coast after completing their two-month voyage through state waters.

Despite travel advisories issued by some countries, the sailors reported feeling secure throughout their journey, largely due to the efforts of the Eastern Sabah Security Command (ESSCom).

“I had a very safe journey through Sabah waters. With ESSCom’s security in place, I had no concerns about safety,” said 63-year-old Manuel Ribeiro from Portugal.

Ribeiro, who was among those sailing in Sabah for the first time, also praised Esscom for their proactive approach in getting participants’ details and tracking their movements.

Ribeiro shared his observation with Sabah Tourism Board chairman Datuk Joniston Bangkuai at a farewell dinner for the Sail Malaysia participants here on Sunday.

“There is also a dedicated group chat where we can report any emergencies when sailing alone within Sabah waters. This gave us a strong sense of security,” he said.

Ribeiro noted that while Portuguese tourists typically visit Kuala Lumpur, Penang, or Melaka due to historical ties, Sabah offered a fresh and eye-opening experience.

“I have never been to Sabah before, but most of us have heard of it as a remote and exotic part of the world.

“After being here, I see there is so much more Sabah can offer, especially through the lens of the sailing community,” he added.

Nikki Anderson, 34, from Australia, echoed these sentiments, highlighting the safety she and her family felt during their voyage.

“We feel safe and have never once felt unsafe. We want to thank Esscom for doing such a good job.

“We feel secure, especially since we are traveling with a six-year-old and a three-year-old,” Anderson shared.

She also spoke fondly of the warm hospitality they received during their two-month journey.

“We get to mingle and party with the locals, and that has become a part of our day-to-day life here.

“We have also explored the land, visiting Kinabalu National Park and the tip of Borneo in Kudat. It’s just amazing,” she added.

Thanking the Sail Malaysia participants, Joniston encouraged them to share their experiences with friends and families, noting that events like Sail Malaysia have raised Sabah’s profile among global sailors.

“The continued organisation of Sail Malaysia is a clear indicator of how important Sabah is as a destination for sailors from around the world.

“With that in mind, we are committed to improving the facilities and infrastructure related to boat berthing, among others, in the future.

“We value participants’ feedback, and we will strive to enhance our visitor’s experience in every possible way,” said Joniston, who is also patron for Sail Malaysia Borneo.

Sail Malaysia Passage to the East rally is supported by Sabah Tourism Board and the farewell dinner was organised by the Semporna District Office in collaboration with Sail Malaysia.

Among the participants were also those from the United Kingdom, France, United States, Canada, and South Africa.

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