Over the past decade, community-based tourism (CBT) has gained strong momentum in rural Sabah, reflecting a broader shift in travel preferences toward authentic, locally driven experiences. Rather than large-scale resorts or mass tourism products, visitors are increasingly drawn to destinations where communities play a central role in hosting, guiding and sharing their cultural and natural heritage. In Sabah, this approach has become a practical pathway for rural development while supporting conservation and cultural continuity.
Drivers behind the growth
One of the main drivers of CBT in Sabah is changing tourist behaviour. Nature-based travel, cultural immersion and low-impact tourism have become increasingly popular, especially following the recovery of domestic and international travel after the COVID-19 pandemic. Sabah’s rich biodiversity, indigenous cultures and rural landscapes align well with these preferences.
Another key factor is the state’s long-established community conservation practices. Systems such as tagal—a traditional, community-managed river conservation method—demonstrate how local stewardship can protect natural resources while also becoming a tourism attraction. Visitors are drawn to well-managed rivers, healthy fish populations and the opportunity to learn about indigenous environmental governance.
Support from non-governmental organisations, community associations and tourism agencies has also helped rural villages turn informal activities into structured tourism products. Training in homestay management, guiding, safety standards and marketing has enabled many communities to participate directly in the tourism economy.
Real-life examples from rural Sabah
Kiulu Valley: integrated nature and village tourism
The Kiulu Valley, located about an hour from Kota Kinabalu, is one of Sabah’s most prominent CBT areas. Villages in Kiulu offer homestays and farmstays operated by local families, combined with guided activities such as river kayaking, hiking and tagal river visits. Tourism here is closely tied to daily village life, with visitors sharing meals, learning about small-scale farming and participating in river conservation activities. Income generated from tourism supplements agriculture and supports communal initiatives.
Rungus longhouse homestays in Kudat
In northern Sabah, Rungus communities around Kudat have developed longhouse homestays that allow visitors to experience traditional communal living. Guests stay overnight in longhouses, observe daily routines and take part in activities such as weaving, beadwork and cultural performances. These homestays provide direct income to host families while encouraging younger generations to maintain traditional skills and knowledge.
Tagal-based tourism in interior districts
Across interior districts such as Tambunan and parts of Kiulu, tagal sites have evolved into tourism attractions. Visitors are allowed to enter protected river zones under strict community rules, learning how seasonal harvesting and conservation enforcement work. The visibility of tourism benefits has strengthened community commitment to protecting rivers and maintaining collective governance systems.
Socio-economic and environmental impacts
Community-based tourism has created diversified income sources for rural households, reducing reliance on agriculture alone. Earnings from accommodation, guiding, food preparation and handicraft sales tend to circulate within villages, creating local multiplier effects.
Environmentally, CBT strengthens conservation incentives. Communities that directly benefit from healthy rivers, forests and landscapes are more motivated to protect them. Cultural tourism has also contributed to the revitalisation of traditional practices, particularly when communities control how their heritage is presented.
However, these benefits depend on careful management. Without clear governance, CBT can lead to uneven income distribution or cultural commodification. Successful projects emphasise transparency, shared decision-making and limits on visitor numbers.
Ongoing challenges
Despite its growth, CBT in Sabah faces challenges. Limited infrastructure, such as road access and internet connectivity, restricts market reach for some villages. Many communities still rely on intermediaries for bookings and promotion, reducing profit margins. Seasonality of tourism also affects income stability.
Capacity building remains crucial. Continuous training in hospitality standards, financial management and environmental protection is needed to ensure long-term sustainability and competitiveness.
Looking ahead
Community-based tourism has become an important pillar of rural development in Sabah. With proper support, governance and conservation safeguards, CBT offers a model that balances economic opportunity with environmental protection and cultural preservation. As demand for meaningful travel experiences continues to grow, rural communities in Sabah are well positioned to shape tourism on their own terms—demonstrating that small-scale, community-led initiatives can deliver lasting benefits for people and place alike.
By Barto Erik