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Sabah eyes wellness tourism as rural empowerment strategy
Joniston (eighth from right) with the SWWICE 2025 speakers.
KOTA KINABALU (June 24): Sabah aims to be a model for integrating wellness into its tourism offerings — not merely as a trend, but as a sustainable development strategy that uplifts rural communities, said Assistant Minister of Tourism, Culture and Environment Datuk Joniston Bangkuai.
Speaking after officiating the third edition of the Sustainable, Wholistic, Wellness, International Conference & Expo (SWWICE) 2025 here on Tuesday, Joniston said wellness tourism is gaining global traction and Sabah is uniquely positioned to tap into it through its rich rural landscapes and cultural heritage.
'Wellness tourism is not just a marketing opportunity — it's a development strategy,' he said.
'So let Sabah be a model in how wellness can be integrated into the economy, the environment, and everyday life, especially for rural communities.'
Joniston, who is also chairman of the Sabah Tourism Board, highlighted the critical role of rural tourism in this transformation. He pointed out that natural resources found in Sabah's countryside — such as clean rivers, lush forests, traditional food and serene settings — already carry significant wellness value but remain largely untapped.
'I was just speaking to some experts earlier and was informed that wellness isn't just about spas and massages. It's the food we eat, the forest we walk in, the rivers we sleep beside,' he explained.
'This potential is mostly found in the rural areas. So what we need to do is educate communities about how valuable this is and how we can add value to it.'
He said he had already discussed with Cleopatra Lajawai, the organising chairperson of SWWICE 2025, ways to support awareness efforts in rural areas.
'By educating rural communities, we can attract more visitors to rural tourism products. This, in turn, contributes to the state's economy by empowering rural communities economically,' Joniston said.
'When income increases, people can afford better living conditions — they can send their children to school. That's what I meant when I said we are improving the quality of life through economic empowerment.'
Responding to concerns raised during the keynote session about whether villagers are receptive to tourism, Joniston acknowledged that awareness is still low, but initiatives are underway to close the gap.
'We need to educate them. The villagers are the real experts when it comes to wellness and healing — they live it every day. They just don't know yet how to monetise what they already have,' he said.
To this end, Joniston said District Tourism Action Committees are being engaged to play a greater role. He also encouraged organisers of events like SWWICE to involve rural tour operators in talks and workshops.
'Get them involved. Help them understand how they can benefit and what support is available. These are the things we can do,' he said.
'Even simple things like sleeping by the river or listening to the sound of flowing water — that's healing, that's wellness. These are assets we already have.'
He noted a global shift in tourism trends, with wellness seekers moving away from high-end resorts toward nature, simplicity, and emotional reconnection — an experience rural Sabah can offer.
'When we go overseas to promote Sabah, we're seeing a shift in preferences. It's no longer about luxury resorts — it's about going rural. In Japan, they have 'forest bathing' and 'lung cleansing.' This is the direction we're heading,' he said.
Commenting on how SWWICE fits into this evolving landscape, Joniston said the annual event has strong potential to link urban wellness practitioners with rural tourism operators.
'This is only the third edition of SWWICE, but going forward, I believe rural operators should be involved,' he said.
'After hearing the professor's keynote address, I'm even more convinced. These rural folks have the knowledge — they just need guidance to turn it into products and services,' he added.
He said the Sabah Tourism Board is already planning sessions to explore ways to integrate wellness into community-based tourism.
The SWWICE2025 which officially opened on Tuesday at the Magellan Sutera Harbour Resort, brings together over 15 countries in a united call for sustainable and integrated wellness tourism.
SWWICE2025 marks a significant step in positioning Sabah as a global model for wellness tourism rooted in sustainability, culture and community values.
With the theme Sustainable Wholistic Wellness Tourism, SWWICE2025 aims to broaden the global definition of wellness beyond spas and resorts to include community empowerment, environmental stewardship, and multidimensional well-being across 10 key pillars: Soul, Mind/Emotions, Body, Frequencies, Air, Water, Food, People, Home/Workplace and Environment.
Organising chairperson Cleopatra Lajawai welcomed delegates to what she described as not just a conference, but a movement.
'SWWICE2025 is a shared mission for deeper alignment with ourselves, one another,
and the Earth,' she said. 'It's about transforming how we live, love, lead and heal.'
From its beginnings in Sabah as IWWCE (International Wholistic Wellness Conference & Expo), the event has evolved and expanded globally, including a significant workplace edition in Germany, before returning to Sabah under the SWWICE brand. This rebranding reflects a bolder international vision anchored in sustainable, wholistic values.
Over the next 10 days, SWWICE2025 will host a dynamic program of keynote forums, masterclasses, a wellness and lifestyle expo, cultural showcases, retreats, and interactive experiences — all designed to spark innovation, healing and global collaboration.
Among the highlights is the soft launch of a new directory and booking platform to connect sustainable wellness destinations and practitioners worldwide.
The event has garnered strong institutional support from the Ministry of Tourism, Culture and Environment Sabah, Sabah Tourism Board, Malaysia Convention & Exhibition Bureau (MyCEB), and many other partners across Asia and Europe.
In closing, Joniston emphasized that wellness tourism must be more than an economic opportunity — it should be a development strategy.
'Let Sabah be known not only as a place to visit, but as a place to heal, connect and thrive,' he urged.
As delegates embark on ten days of learning, connection, and transformation, SWWICE2025 invites the world to embrace a new model of tourism, one that is inclusive, wholistic, and deeply sustainable.
