Kota Kinabalu: A three-day familiarisation trip to showcase the tourism potential of Sabah’s interior districts was organised by the Malaysian Chinese Tourism Association (MCTA) Sabah Chapter from March 6 to 8, with support of the Sabah Tourism Board (STB).
The programme brought a 30-member tourism industry delegation to Tenom and Keningau to explore community-based tourism products and strengthen collaboration between tourism stakeholders and grassroots operators.
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The trip was coordinated by organising committee member Sheena Wong in collaboration with local tourism stakeholders in both districts. The delegation also included the association’s Corporate Social Responsibility (CSR) strategic partner, Hong Kong media personality Hugo Wong.
Participants were introduced to Sabah’s interior culture, agriculture and eco-tourism offerings through visits to several attractions and tourism operators, including the Pusat Kebudayaan Murut Sabah in Tenom, Taman Pertanian Sabah in Tenom and the Tenom Tourism Information Centre.
Other stops included local farms, coffee factories, farmstay operators and eco-tourism sites, allowing participants to experience the region’s natural landscapes, agricultural heritage, coffee culture and rural lifestyle.
MCTA Sabah Chapter Chairman Vincent Sia said such initiatives help tourism industry players better understand the tourism potential of Sabah’s interior districts.
“Tenom and Keningau offer unique experiences through agrotourism, culture and community-based tourism. Through initiatives like this, we hope more tourism stakeholders will work together to develop and promote these destinations to international markets,” he said.
He added that the initiative also received support from MCTA headquarters, with Vice Chairman Lawrence Wong participating in the trip together with Sabah Chapter Vice Chairman Amity Wong, committee member Tommy Wong and treasurer Julie Wong.
Vincent said the association would continue working with tourism stakeholders to promote Sabah’s diverse tourism products in line with the Visit Malaysia 2026 and Visit Sabah 2027 campaigns.
He noted that beyond its well-known islands and nature attractions, Sabah’s interior districts offer authentic cultural, agricultural and rural experiences that can further strengthen the State’s tourism portfolio.
