By WU VUIDE
KUALA LUMPUR: Sabah wants to encourage tourists to stay longer and venture beyond the state’s established tourism destinations, as part of efforts to spread tourism benefits to more communities across the state.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin said Sabah has significant potential to broaden the visitor experience by introducing travellers to more destinations, cultures and community-based experiences.
“We want visitors to stay longer, explore further and discover more of Sabah.
“Beyond our well-known destinations, there are communities, cultures and experiences across the state that have their own character and stories to offer,” he said.
He said this when officiating the closing ceremony of the International Tourism, Arts and Culture Exhibition and Conference 2026 (INTAC’26) at the Kuala Lumpur Convention Centre (KLCC).
He said expanding tourism beyond established destinations would require closer cooperation with industry players, including the development of new itineraries and stronger partnerships with local tourism operators and communities.
“There are opportunities to develop new itineraries and introduce travellers to more of Sabah’s destinations.
“This is where collaboration with the industry is important. We want tourism growth to create meaningful opportunities for the people who call Sabah home,” he said.
He said the benefits of tourism should extend throughout the tourism ecosystem, from tour operators and guides to accommodation and transport providers, restaurants, artisans, cultural practitioners and local entrepreneurs.
“At every stage of a visitor’s journey, Sabahans are part of that experience.
“When tourists stay longer and explore more places, the opportunities created by tourism can also reach more businesses and communities,” he said.
At the same time, he stressed that expanding tourism must not come at the expense of Sabah’s natural environment and cultural heritage.
“Our natural and cultural assets are what make Sabah distinctive. As tourism grows, we have a responsibility to protect them so that future generations can continue to enjoy and take pride in them.
“Growth and conservation must move together,” he said.
He said platforms such as INTAC are important for Sabah to establish new industry connections, exchange ideas and explore tourism and cultural collaborations.
INTAC’26, held from 2 to 4 October at KLCC, is in its second edition and brought together 154 exhibitors from 35 countries across the tourism, arts and cultural sectors.
Sabah participated as an exhibitor and strategic partner, showcasing its tourism and cultural offerings while engaging tourism stakeholders and potential partners throughout the three-day event.
The closing programme also featured an Explore Sabah special preview, highlighting Sabah’s tourism, culture and natural heritage.
Jafry said Sabah would continue working with industry partners and communities to strengthen the quality and diversity of experiences available to visitors.
“The goal is not simply to bring more people to Sabah. We want them to discover more of Sabah, stay longer and ensure that tourism creates lasting value for our people,” said Jafry.
Jafry looking at the exhibition.
