15-07-2025
Sabah forges independent path in sustainable tourism, rejecting simple benchmarks
Tan and Chan.
KOTA KINABALU (July 15): Sabah is charting a unique course in sustainable tourism, prioritizing authenticity, inclusivity, and resilience over simplistic comparisons to established regional destinations like Phuket, Bali and Da Nang.
This is the strong message from Datuk Tan Kok Liang and Prof Dr Jennifer Chan Kim Lian, two leading Malaysian tourism experts.
They warn against benchmarking Sabah against these established players without considering crucial contextual differences.
In a statement, Tan directly challenges the reliance on tourist arrival numbers as the sole measure of success.
'Direct comparisons ignore reality,' he says. 'Bali, Phuket, and Da Nang benefit from decades of massive infrastructure investment, centralized governance, and strong federal support — advantages Sabah lacks.'
He champions Sabah's strengths in eco-tourism and community-based tourism, stressing the importance of sustainability and positive local impact over sheer visitor numbers.
'Comparing Sabah to mass-market destinations based solely on volume is fundamentally flawed,' he emphasizes.
While acknowledging the need for infrastructure improvements (roads, airports), Tan highlights the critical need for inter-agency coordination and sustained political will.
He dismisses concerns about air connectivity, citing 22 international destinations served by 170 weekly flights and a robust domestic network.
He further underscores the vital role of domestic tourism in providing stability and supporting local businesses.
Prof Dr Chan, Principal Fellow at Universiti Malaysia Sabah's Faculty of Business, Economics and Accountancy, reinforces this perspective.
'We must compare apples to apples,' she states, adding 'A fair assessment requires considering Sabah's unique geography, political landscape, revenue streams and market segments.'
She advocates for intelligent benchmarking that recognizes Sabah's unique strengths and long-term vision.
Tan and Chan agree that while learning from others is beneficial, Sabah's unique trajectory demands respect.
Only by benchmarking smartly— not blindly can stakeholders identify meaningful gaps, opportunities, and strategic directions for Sabah's tourism growth
'Sabah isn't playing catch-up; it's blazing its own trail,' they declare.
The joint statement underscores Sabah's commitment to a sustainable tourism model tailored to its specific strengths and challenges, prioritizing its distinct identity and future.
