Kota Kinabalu: Reviving Sabah’s tourism industry will require a different approach and a focus on changing demographics, digitalisation and green sustainability as growth drivers, said Sabah Tourism Board (STB) Chief Executive Officer Noredah Othman.She said it is important for tourism industry players to understand changing consumer behaviours and keep up with the trend of the industry, which will be predominantly composed of the younger generation born in the 1990s and early 2000s.
“Business as usual is no longer an option. The Millennials and Generation Z are shaping the travel industry soon, (which) demands tourism innovation.
“This segment are digital natives who tend to rely on digital as well as innovative services. The younger travellers segment is more resilient compared to others, especially the older segment.
“Digital readiness among tourism stakeholders such as digital infrastructure and platforms as well as digital soft skills are crucial for us,” she said in her speech during the two-day Sabah International Business and Economic Summit (SIBES) 2022 at the Sabah International Convention Centre (SICC), here.
As such, Noredah reasoned that innovation in technology is a significant driver in the industry’s growth and must be adopted by stakeholders.
“Digitalisation stimulates value chain creation, enhanced by digital technologies and infrastructure,” she said.
The Tamparuli suspension bridge: Sabah Tourism Board has embarked on promoting rural tourism.
She added that green sustainability must also be a guiding principle of tourism development, given the rise of more environmentally-conscious consumers.
“Consumers are becoming increasingly aware and are demanding sustainable services, responsible travel and the need for fresh air, especially in rural areas,” she said, adding STB has embarked on promoting rural tourism for this purpose.
“One of the objectives of promoting rural tourism is also to generate income for the local community who are living outside the cities,” she said.
Noredah assured that the Board is continuously engaging with local and international partners and stakeholders as it manoeuvres through the challenges posed by the Covid-19 pandemic.
She added that there are in fact many opportunities available despite the setbacks, such as coastal tourism development which provides investors investment opportunities.
“We have masterplans that have been drafted – (including those for) the northern west coast, as we have masterplans for Kota Marudu and Kudat. All these areas will benefit the local community when investment enters.
“There’s also a huge investment going into Lok Kawi which is only half an hour away from the city,” she said.
She also appealed to the Sabah Development Bank (SBB) to allow local tourism stakeholders acquire financing from SDB.
“This will definitely assist the local players to revive and restart their businesses in the tourism industry,” she said.
Aside from innovative efforts, Noredah said air connectivity and international tourist arrivals would remain a major growth driver and is still the main key to revitalising the industry.
“The peak of the tourism industry was recorded in 2019, when we received more than 4.2 million visitor arrivals which contributed to an estimated of RM9 billion in tourism receipts.
“China and South Korea contributed 68 per cent to the international arrivals of visitors to Sabah.
“The Covid-19 posed the biggest challenge today. We hope that by reopening our borders very soon, we would be able to kick-start tourism and assist the economy to rebound and restart,” she said.
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