Kota Kinabalu: Twenty tour guides from Peninsular Malaysia have arrived in Sabah to participate in a five-day Continuing Tourism Related Education (CTRE) programme, aimed at fostering collaboration and networking with 21 local tour guides.
Organiser and Hibiscus Holidays Managing Director Edward Martin Christie said the initiative is the first of its kind, focusing on exchanging tourism knowledge, cultural understanding, guiding techniques, and destination experiences while promoting unity within Malaysia’s tourism industry.
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“This programme is important because it creates direct engagement between tourism players from different regions of Malaysia. Sabah offers unique eco-tourism, cultural, and adventure tourism products, while Peninsular Malaysia guides bring extensive market exposure and industry experience. Combining both creates stronger tourism synergy nationally,” Christie said.
The programme, held from May 11 to 15, combines experiential learning with field exposure at Mari Mari Cultural Village, a rail adventure and white-water rafting activity, as well as visits to the Kinabalu highlands and Sepanggar Island.
Christie said it provides Peninsular Malaysia tour guides with first-hand experience of Sabah’s tourism offerings, including cultural, community-based, island, and adventure tourism.
“Once they return to the peninsula, they become stronger ambassadors in promoting Sabah to domestic and international tourists,” he added.
Highlighting Sabah’s diverse tourism ecosystem, Christie noted: “From islands, mountains, and wildlife to indigenous cultures, eco-tourism, adventure tourism, and authentic local hospitality, Sabah is one of the most complete tourism destinations in Malaysia.”
Christie stressed that tourism should not operate in silos. Connecting regions, he said, enables better understanding, stronger cooperation, and greater opportunities for cross-selling destinations throughout Malaysia.
He also addressed current industry challenges such as market competition, pricing pressure, inconsistent service quality, and the need to adapt to digital transformation.
“Programmes like this strengthen professionalism and industry collaboration. Malaysia has strong tourism potential, particularly in experiential, eco, cultural, and adventure tourism. Continuous collaboration and innovation are key,” Christie said.
He hoped the programme would become an annual event with increasing support from tourism agencies, government bodies, and industry partners.
“In the future, we aim to expand it regionally and internationally, building stronger global tourism networks,” he said.
Christie added: “This initiative will enhance unity within the tourism industry, improve destination knowledge among guides, and ultimately contribute to increasing tourism arrivals and quality in Malaysia. Tourism grows stronger through collaboration, not competition.”
Also present at the programme were Sabah Tourism Federation president Tonny Chew and Sabah Native Registered Tourist Guide Association Chairman Abdul Latif.
