Rethinking Sabah’s tourism future

TOURISM has long been recognised as one of Sabah’s vital economic pillars, a sector that brings in sizeable revenue and supports livelihoods across its cities, towns and rural communities. In 2025 alone, Sabah recorded approximately RM 8.74 billion in tourism receipts, generated from about 3.8 million visitor arrivals.

Although this is a significant figure, it represents a decline from the previous year’s RM 13.7 billion contribution, which accounted for 12 per cent of Sabah’s total GDP. The official GDP percentage for 2025 has yet to be released but given the lower receipts, it is likely somewhat below the 2024 proportion.

These figures underscore the importance of tourism to Sabah’s broader economy as well as the vulnerability of this sector when visitor experience fails to meet expectations. They highlight how crucial it is for Sabah to elevate its tourism standards if it hopes to grow and sustain this vital income stream.

Yet despite the scale of its economic contribution, Sabah’s tourism experience often falls short of its potential. Across the state, numerous touristic sites appear rundown or poorly maintained. Visitors frequently encounter basic amenities that fail to meet expected standards, broken infrastructure that suggests years of neglect and environments marred by rubbish owing to inconsistent waste management. A viewing deck with missing boards, a public toilet without running water or a beach dotted with plastic waste all send a message of indifference. Even when surrounded by stunning scenery, tourists may find themselves distracted or discouraged by what feels like a lack of care. In an era where reviews on Google, TripAdvisor, TikTok and Instagram shape travel decisions, a single unpleasant experience can cast a long shadow over Sabah’s reputation and may contribute to diminishing returns in visitor numbers.

Cleanliness, in particular, is a recurring concern. Rubbish washed ashore or left along riverbanks, litter on pathways leading to waterfalls or scraps of plastic floating close to coral reefs undermine Sabah’s image as a pristine ecotourism destination. Travellers today are more environmentally conscious than ever; they expect beautiful landscapes together with evidence that those landscapes are respected and protected. When they come across piles of waste near popular sites, overflowing bins or indiscriminate dumping around villages, the dissonance between expectation and reality can be jarring. Such impressions influence not only the tourism sector but also Sabah’s broader environmental standing and long-term sustainability, and ultimately, its economic health.

The shortcomings become even more apparent to me when I compare them with destinations I have personally visited; places where tourism receives meticulous care and where the commitment to excellence is unmistakable. In my travels to Salzburg, Guangzhou, Perth and Singapore, I have seen firsthand how far thoughtful urban planning, strong community pride and consistent maintenance can elevate even the simplest of spaces. In Salzburg, Austria for instance, the villages scattered around the countryside look as though they were arranged with deliberate artistry. The houses are neatly painted and well cared for, the gardens flourish in harmony with their surroundings and the streets remain spotless. Even before reaching the town centre, I sense the intentional effort to preserve its charm and dignity from afar. Guangzhou, China leaves a similar impression. Walking through its historic districts, I feel as though time has gently paused, a result of decades spent safeguarding heritage with deep respect. Singapore too stands out in my memory. Cleanliness there extends from major attractions to ordinary neighbourhoods, the back lanes and even the less frequented corners of the city. That level of consistency reflects a robust system built on enforcement, education and a culture of civic responsibility, elements that define the polished destination it is today.

In contrast, many of Sabah’s villages and small towns, although blessed with stunning views and vibrant cultures, give an impression of disorder. Houses are often built in close proximity without cohesive planning, resulting in a patchwork of mismatched structures. Roads can be inconsistent in quality, drains sometimes fail to function and landscaping is minimal or absent. Even in Kundasang, a hill station gifted with cool mountain air and dramatic views of Mount Kinabalu, the general layout feels uncoordinated. Despite its popularity during weekends and holiday seasons, Kundasang lacks the visual charm and curated ambience found in similar highland destinations abroad.

What makes the situation more frustrating is less the absence of attractions than the insufficient appreciation of them. A compelling illustration of this is the Crawley Edge Boatshed, widely known as the Blue House in Perth, Australia. Essentially a small boathouse painted in a striking shade of blue, it has become one of Perth’s more photographed spots on the bank of the Swan River. Its fame stems from clever branding, strong visual identity and skilful social media promotion. Sabah too possesses countless smaller structures and spaces that could be elevated into memorable attractions with similar creativity. The brief surge of interest surrounding the abandoned Maybank building in Kota Kinabalu, sparked by influencers, shows that even neglected structures can attract crowds when paired with compelling narratives.

Heritage buildings across Sabah hold particularly rich untapped potential. The Atkinson Clock Tower, the city’s oldest standing piece of architecture, could serve as a powerful symbol of local history if promoted and presented thoughtfully. Beaufort’s raised shophouses, unique in design and historical significance, remain largely obscure outside their district. Colonial-era buildings scattered across Kudat, Sandakan, Ranau and Tawau quietly bear witness to Sabah’s layered history, yet few receive meaningful conservation or promotion. Even the Sandakan Heritage Trail, with its wealth of historical context, feels modest compared to international heritage routes. Sabah possesses the raw material for a robust cultural tourism sector; what it lacks is a strategy for curation and storytelling.

To move forward, the tourism authority must consider a comprehensive approach that addresses weaknesses within the current system while highlighting Sabah’s extraordinary strengths. One of the urgent needs is the establishment of a rigorous statewide maintenance and cleanliness regime. Cleanliness should never be reduced to sporadic campaigns or public relations efforts; it must be institutionalised. Local councils, community organisations, tourism operators and environmental agencies must work in synergy, adhering to clear standards and accountability mechanisms. This regime includes regular inspection schedules, consistent waste collection, penalties for improper disposal and public education campaigns that emphasise pride of place.

Improving the aesthetic and functional quality of rural and semi-rural areas will also have a transformative effect. A structured programme focused on beautifying villages through landscaping initiatives, façade improvement schemes and infrastructure upgrading could elevate the visual coherence of communities that tourists pass through. Experiences in Europe, USA, Japan, South Korea and Taiwan show that even modest interventions, when applied consistently, can dramatically enhance a village’s charm. Sabahan communities possess rich cultures and traditions to showcase; with improved surroundings, they can become vibrant extensions of the tourism landscape.

Equally important is the need for stronger and more diverse destination branding. Sabah is often marketed primarily for its nature-based attractions but this narrow framing overlooks the depth of its cultural, historical and social fabric. A more multifaceted approach could promote heritage routes, food tourism, cultural festivals, craft villages and urban walking trails. In the age of digital media, storytelling must be compelling and visually engaging. Short videos, high quality photography and well-crafted narratives can breathe life into the smallest corners of Sabah. This digital visibility is essential for attracting younger travellers who often choose destinations based on online imagery and viral content.

Unused buildings and neglected spaces can be creatively transformed into micro attractions that add character to towns. Small museums, art installations, cultural galleries, craft studios or curated photo spots can emerge from spaces currently ignored or forgotten. Such attractions call less for massive investments than for imagination and a willingness to experiment. The global tourism landscape increasingly rewards destinations that offer unique, localised experiences rather than standardised attractions.

Raising the quality of tourism services is another crucial component. Operators of homestays, food stalls, tour companies and water transport services must all uphold minimum standards of hygiene, safety and customer service. Life jackets, for instance, should be kept spotlessly clean, and restaurant chairs and tables should be thoroughly wiped and free of grime. A certification system that is both fair and supportive could encourage operators to improve their practices without feeling penalised. Such a system will enhance visitor satisfaction and strengthen Sabah’s reputation as a professional and reliable destination.

Embracing technology can further elevate the tourism experience. QR-Coded plaques at heritage sites, augmented reality storytelling, digital navigation tools and online booking platforms can make Sabah more accessible and engaging. Such innovations signal modernity and efficiency, qualities prized by today’s travellers. When visitors access information easily and enjoy seamless connectivity across attractions, their overall experience becomes richer and more enjoyable.

Community participation, perhaps more than any other measure, plays a central role in building a sustainable tourism ecosystem. When local residents feel ownership over tourism development, the environment naturally becomes better cared for. Community-led cleanup activities, youth ambassador programmes, cultural showcases and profit-sharing tourism enterprises can foster a sense of pride and responsibility. Tourists value authentic encounters, and communities benefit economically and socially when they are empowered to play meaningful roles.

Finally, Sabah’s tourism authority will benefit from consistently bench-marking the state against destinations known for excellence. Learning from the success of places like Salzburg, Guangzhou, Singapore or even Seoul offers valuable insights into heritage preservation, cleanliness standards, customer-oriented policies and branding strategies. These lessons, adapted thoughtfully to Sabah’s cultural and geographic context, can guide long term planning and policy-making.

Ultimately, Sabah’s future as a tourism destination depends not only on its stunning landscapes but on the choices it makes today. Natural beauty alone falls short of compensating indefinitely for neglected infrastructure or erratic cleanliness. Visitors remember the way a place makes them feel, the warmth of the welcome, the care shown to the surroundings and the meaning with which the stories of the land and its people were presented. Sabah stands at a pivotal moment. With strong leadership, community participation, strategic planning and a renewed commitment to excellence, it can transform its raw potential into a polished and unforgettable experience. Its beauty deserves nothing less and its people stand to benefit greatly from a revitalised, responsible and world class tourism sector.

Dr Richard A. Gontusan is a Human Resource Skills Training and Investment Consultant. To date, he has visited 45 countries and many places of interest in Sabah. His views expressed in this article are not necessarily the views of The Borneo Post.