JCI senator urges Sabah govt, NGOs to boost agro-tourism for rural growth

PUTATAN (Feb 21): A senator of Junior Chamber International Malaysia (JCI Malaysia) has urged the Sabah government to collaborate with non-governmental organisations (NGOs) in promoting agro-tourism as a catalyst for rural economic growth.

JCI Malaysia Senate past-president Datuk Dr Marcus Mojigoh said the relevant ministries – particularly the State Tourism, Culture and Environment Ministry, and the State Agriculture, Fisheries and Food Industry Ministry – should work closely with NGOs such as JCI to unlock the sector’s potential.

According to him, agro-tourism remains an undeveloped segment of Sabah’s tourism industry despite its strong potential to support rural communities.

“I recently visited Keningau to scout locations for JCI Asean Senate delegates who will be attending a meeting here next month.

“During the visit, I found that Keningau has tremendous potential in agro-tourism,” he told The Borneo Post here.

Marcus noted that the district was a major producer of agricultural products such as dragon fruit, durians, coffee beans and various tropical fruits.

He expressed hope that the relevant ministries would collaborate with NGOs such as JCI, which regularly host international meetings and bring foreign delegates to Sabah.

“Together, we can promote Sabah’s agro-tourism and further develop the state’s agro-based industry,” he said.

Marcus added that JCI delegates often comprised influential individuals, including business owners, professionals, and former legislators, who can help promote Sabah internationally.

During his visit, Marcus also took note of the locally produced value-added products such as dragon fruit chips, which he described as ‘unique and nutritious’.

“These products are uniquely Sabah-made, or more precisely, produced in Keningau. However, they remain relatively unknown outside the district,” he said.

He stressed that promoting districts such as Keningau, regarded as having among the poorest rural populations in the country, could help strengthen the local economy and improve livelihoods.

“This aligns with the state government’s poverty eradication efforts to uplift rural communities and improve their quality of life,” he said.

Marcus added that with a growing market for agro-based products from Keningau, rural communities could expand farming activities with improved access to broader markets.

“One of the main challenges faced by rural communities is finding markets for their products and dealing with middlemen who drastically slash prices. As a result, producers suffer losses instead of making profits.

“By developing agro-tourism in Keningau, we can help support and empower these rural communities,” he said.

Marcus also said promoting agro-tourism could create employment opportunities for rural youths and reduce migration to urban areas.

“Through agro-tourism programmes, we can encourage young people to remain in their districts and help build the local economy.

“They can conduct guided farm tours, venture into food processing businesses or engage in other entrepreneurial activities, as agro-tourism has the potential to attract visitors even to rural districts,” he said.

He added that as agro-tourism grows, supporting industries such as hotels, homestays, eateries and retail outlets would also benefit.

“Agro-tourism is not just farming. It is also about showcasing our rural culture and heritage to visitors.

“In districts like Keningau, we have traditional farming methods passed down from generation to generation.

“These practices are part of our identity and can become a unique attraction for tourists. Visitors today are looking for authentic experiences.

“They want to learn how indigenous communities prepare traditional food, how crops are cultivated using time-honoured techniques, and how local produce is transformed into meaningful cultural dishes.

“We can also include cultural performances and storytelling sessions so visitors understand not only what we grow, but who we are as a people.

“By combining agriculture with culture and heritage, we can strengthen Sabah’s tourism appeal beyond farming alone and create a more holistic rural tourism experience,” he said.

Marcus further said agro-tourism could serve as a powerful platform to introduce Keningau’s products to wider markets.

“Agro-tourism can serve as a powerful platform to introduce Keningau’s products to a wider market, not just within Sabah but beyond.

“We should work towards building a strong Keningau brand identity, so that when people see products from the district, they immediately associate them with quality and authenticity.”

“Value-added products such as fruit chips, homemade jams and locally blended coffee have strong commercial potential.

“With proper branding and packaging, these products can compete in larger markets,” Marcus explained.

He added that platforms such as JCI could connect members across Asia and beyond, providing opportunities to expose rural products internationally and open doors to new business ventures.