Sabah Tourism Board to look beyond mass tourism

 

The initiatives include expanding alternative tourism, such as those involving a small group of people or individuals travelling to places that are not popular tourist destinations. - NSTP/LOONG WAI TING.

KOTA KINABALU: The Sabah Tourism Board (STB) is currently outlining several strategies to diversify the state's tourism standards and look beyond mass tourism.

The initiatives include expanding alternative tourism, such as those involving a small group of people or individuals travelling to places that are not popular tourist destinations.

Sabah Tourism, Culture, and Environment Minister Datuk Jafry Ariffin said his ministry would focus on upgrading tourism facilities to prioritise quality over quantity, or to focus on luring high-yield tourists.

Noting that the recovery phase for Sabah's tourism sector is expected to take longer than other states, he remains optimistic and confident that all strategies outlined before would be able to effectively restore tourism based on the new norms.

"The state relies almost entirely on air connectivity. STB has discussed the need to add flights, especially to districts that are potential destinations for luring domestic and international tourists.

"We have planned and implemented various strategic plans to meet the current challenges," said Jafry.

He said tourism recovery would also depend on the success of curbing the Covid-19 pandemic, noting the improved prospects following the coming availability of vaccines.

He said the effective administering of vaccinations would be a key factor towards the opening of borders and the normalisation of domestic as well as international travel activities.

Meanwhile, Jafry said the ministry is also looking into providing assistance to hotels and accommodation operators in Sabah affected by the imposition of the Movement Control Order (MCO).

To assist local tourism players, he said the second phase of the RM300 one-off cash assistance would be given soon to mountain porters, mountain guides, tourist guides, dive masters and artists.

-nst online.