Community-based tourism players urged to leverage growing wellness travel trend

The Star

6 days ago

Datuk Joniston Bangkuai for the cancer awareness campaign in Kiulu.
KOTA KINABALU: Community-based tourism operators across Sabah have been urged to integrate wellness elements into their products to remain competitive and aligned with global tourism trends.
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai said Sabah's natural beauty, clean air, and cultural richness provide the ideal foundation for eco-wellness tourism, which is on the rise.
'Villagers should start thinking beyond sightseeing by incorporating wellness into their packages through mindful activities, traditional healing, or healthy local meals. These are simple additions that can add meaningful value to rural tourism,' Bangkuai said during the Program Jejak Kanser at Pekan Kiulu on Tuesday (July 22).
The Kiulu assemblyman stressed that wellness tourism is no longer a niche, and travellers today are seeking places that help them relax, recharge, and reconnect.
He pointed to last month's Sustainable Wholistic Wellness International Conference and Expo in Sabah as a strong signal that the state is ready to lead in this sector.
Bangkuai said many rural communities already practice sustainable living and have access to nature-rich surroundings, making them well-positioned to offer genuine wellness experiences.
'In line with our efforts to transform Kiulu under the Sabah Maju Jaya agenda, which focuses on tourism, agriculture, and manufacturing, we also want to see Kiulu become a healthy and thriving rural community model.
'By hosting regular health screenings, nature-based therapy sessions, and awareness programmes, Kiulu can set a clear example that rural areas can advance healthy living,' he added.
Bangkuai said establishing a wellness centre would support this vision, adding that integrating health elements into tourism can benefit both visitors and locals, and open up new economic and social opportunities.