Agrotourism brochure charts new roadmap for rural tourism

KOTA KINABALU (Dec 13): The Agrotourism Brochure “Pengalaman Ladang Sabah yang Unik 2026–2027”(Volume 2) serves as a new roadmap to promote Sabah’s rural tourism, said Minister of Agriculture, Food and Fisheries Datuk Jamawi Jaffar.

He said the publication is more than a conventional leaflet, describing it as a comprehensive guide that connects visitors with the very heartbeat of the state’s agricultural sector.

Through the brochure, both domestic and international tourists are encouraged to venture beyond cities and beaches to explore farms, meet local farmers and experience rural life that forms the core of Sabah’s identity.

“This publication will help foster a deeper appreciation of our food sources and agricultural produce, while creating more meaningful travel experiences,” he said at the opening of the Sabah Durian Tourism Bazaar 2025 and the launch of the agrotourism brochure at Dewan DKing, Segama Waterfront, here on Saturday.

Jamawi said the brochure also acts as an important promotional platform for farmers and agro-entrepreneurs by opening access to new markets and generating sustainable income through tourism.

He expressed appreciation to the Sabah Durian and Tropical Fruits Growers Association (MaSDa), Tourism Malaysia Sabah, Sabah Tourism Board and FAMA Sabah for their collaboration, which he said demonstrated how synergy between agriculture and tourism can elevate local produce onto the global stage.

The minister also called on all districts, agricultural associations and tourism industry players to develop more distinctive agrotourism products based on their respective local strengths.

“Whether in the highlands of Kundasang, cocoa plantations in Tawau or fishing villages along the East Coast, every location has its own story and experience that can be showcased to the world,” he said.

Jamawi further encouraged visitors to savour Sabah’s agricultural produce firsthand while appreciating the dedication of farmers who bring their best harvests to the bazaar.

He expressed confidence that Sabah’s agrotourism sector has a bright and promising future, and urged all stakeholders to play their role as custodians of the land and the state’s agricultural heritage.

The programme was attended by industry partners, entrepreneurs, MaSDa farmers as well as representatives from tourism agencies and the media.

Also present were Assistant Minister of Agriculture, Fisheries and Food Industry, Datuk Hendrus Anding; Permanent Secretary l, Datuk Leonard Stephen Poyong; Kota Kinabalu City Hall Mayor Datuk Seri Dr Sabin Samitah; Sabah Agriculture Department director Datuk Jifrin Mohamad; FAMA Sabah and Federal Territory deputy director Sebastian Chew; Sabah Tourism Board chief executive officer Julinus Jimit; Tourism Malaysia Package Development Division director Zuraini Abdul Ghani and MaSDa Agrotourism director and organising chairman Johnny Ting.