Rural Sabah holds ample wellness potential: UMS
Published on: Fri, Jul 04, 2025
By: Crystal E Hermenegildus Text Size: Popular spots like Bundu Tuhan have seen steady growth. Inset: Professor Dr Awangku Hassanal Bahar Pengiran Bagul. Kota Kinabalu: Sabah's wellness tourism sector holds real opportunities for growth, particularly as more travellers seek emotional and mental healing, said Professor Dr Awangku Hassanal Bahar Pengiran Bagul, Director of the EcoCampus Management Centre at Universiti Malaysia Sabah (UMS). 'More people now travel not just to rest, but to feel better emotionally and mentally. This healing trend likely began after the pandemic, when many were facing mental health struggles,' he said during his keynote speech at the Sustainable Holistic Wellness International Conference and Expo 2025, here.
Advertisement He explained that 'healing' has become the new definition of holidays or weekend breaks—especially in Sabah, where hospitality and pride in welcoming visitors are deeply rooted in local culture and religious values. Dr Hassanal noted the rise of healing destinations in rural Sabah, often promoted by influencers and backed by government support. While popular spots like Bundu Tuhan have seen steady growth, he also highlighted the scenic and underexplored potential of areas such as Kiulu and Tambunan. 'Many healing places are in rural areas, and Sabah still has plenty of undiscovered ones,' he said. He cited the example of Desa Cinta Kobuni in Inanam—a village located just five minutes from the Mari-Mari Cultural Village—which has been successfully transformed into a tourism destination. The project was a collaboration between UMS, City Hall (DBKK), the Tourism Research Center, and the local community. It aligned with the Sustainable Development Goals and involved early consultations to manage expectations. 'We didn't make promises we couldn't keep. Each partner had a stake—villagers wanted impact, UMS needed a living lab, and DBKK had KPIs to meet,' he explained. Through capacity-building workshops, and with support from Motac and STP, villagers identified their core tourism assets, including homestays, river-based activities, and local food experiences. Tourists were drawn to the authentic rural lifestyle and Sabah's unique cultural identity. This approach not only boosted income but also created jobs, supported social development, encouraged sustainable practices, and inspired other communities to replicate the model. Dr Hassanal shared that tourism income in Kampung Kobuni evolved from a supplementary source to a primary livelihood, with some villagers now earning between RM1,500 and RM1,800 monthly—on par with the state's minimum wage. To ensure fair income distribution, a cooperative system was introduced, giving every household a share of the benefits. The initiative also led to unexpected women's empowerment, with women taking on leadership roles, hosting tourists, and learning English. 'They used to be shy, but now they manage tourism confidently. I remember them laughing and connecting with Japanese tourists—without even sharing a language,' he said. The village has since adopted solar lighting and eco-friendly practices. Desa Kobuni is now officially recognised as a DBKK-UMS tourism site and has won multiple awards. 'A clear exit strategy is in place: once they achieve the Asean Development Standard Award, the village will operate independently,' he said. Nearby villages such as Darau Laut are now being mentored by Desa Kobuni. However, Dr Hassanal cautioned that not every village is suited for tourism—it must be planned carefully. He applies the Five A's of Tourism Development—Attraction, Accessibility, Accommodation, Activities, and Amenities—to assess readiness. 'If those aren't in place, tourism won't work. But wellness is also about emotional connection,' he added. When asked what wellness means to them, villagers said tourists often report feeling safe (soul), peaceful (mind), and physically refreshed (body) through activities such as hiking, massages, and traditional therapies. The village's gravity-fed water is also cleaner than the urban supply—and preferred by visitors. Their meals are organic, following a farm-to-table concept with dishes like Linopot- The traditional leaf-wrapped rice - and forest-foraged ingredients. Community spirit thrives through gotong-royong—or lokinakan in Dusun—where people work and dine together. Environmental efforts also include a unique tourist engagement program called 're-creation.' 'Desa Kobuni proves that healing tourism can thrive in rural Sabah. Many other villages have the same potential,' Dr Hassanal concluded. * Follow us on our official WhatsApp channel and Telegram for breaking news alerts and key updates! * Do you have access to the Daily Express e-paper and online exclusive news? Check out subscription plans available.
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