By WU VUIDE
KOTA KINABALU: Sabah is promoting sustainable and community-driven tourism experiences under its Visit Sabah 2027 campaign.
A community-based tourism (CoBT) sustainable tourism package will be launched at the Sabah Tourism Board (STB) pavilion during the Malaysian Association of Tour and Travel Agents (Matta) Fair 2026 from Sept 18 to 20 at the Sabah International Convention Centre.
Organising chairman Mohd Azlan Saleh Abd Salam said the initiative was aimed to connect tourism with conservation, local communities and responsible travel.
CoBT is an important segment in Sabah because it can create tourism opportunities that directly benefit local communities while encouraging visitors to experience the state responsibly, he said.
The fair also aims to build momentum towards Visit Sabah 2027 under the Explore Sabah branding, encouraging visitors to discover destinations beyond the traditional tourism circuit, he said.
He added that Matta Sabah remained committed to supporting its members and promoting responsible, trusted and professional travel services.
It would also work with tourism authorities, industry partners and local communities to create more meaningful tourism opportunities, he said.
Sabah’s diverse tourism assets, including nature, wildlife, islands, marine attractions, adventure, culture, heritage, food and community-based experiences, will be highlighted at the fair, he added.
Importantly, he said Explore Sabah emphasised empowering CoBT operators and local communities by giving them more opportunities to participate in the tourism value chain.
Through stronger collaboration among STB, tourism industry players, travel agents and communities, Sabah could develop tourism products that are attractive and commercially viable while creating wider economic opportunities at the grassroots level, he said.
Matta Sabah believes travel agents have an important role in bringing community-based and sustainable tourism products to the market, connecting them with consumers and incorporating them into domestic and international itineraries.
Visitors to the fair will be offered exclusive travel packages and promotions, lucky draws and holiday destinations in Malaysia and abroad, he said.
The fair will also provide exhibitors with a platform to introduce new products and destinations directly to the Sabah market, he said.
Matta Sabah thanked government agencies, tourism organisations, industry partners, sponsors, exhibitors, media partners and other stakeholders for their support in making the fair possible.
Azlan (fifth, left), with Matta Sabah members, heads of government agencies and industry partners.
