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Kota Kinabalu: The distinct community and natural beauty of Sabah are recognised as the key motivations for people to visit the Land Below The Wind, said a tourism group leader, as the state prepares to reopen borders with the nation set to enter the endemic phase of Covid-19 on Apr 1.

Malaysian Chinese Tourism Association president Paul Paw said the highland and countryside attractions are the most compelling selling points for presenting Sabah to tourists.

While Kundasang remains a major attraction for visitors, he said rural places such as those in the Tuaran and Kota Belud districts, which are near to the state capital, are gaining popularity as well.

“We were brought to see quite a lot of new scenery, and this time our objective is to look into community-based tourism to discover what the rural community has to offer before promoting it to clients," he said in a statement today.

“To understand Sabah well, we have to mix with the ‘kampung’ people, and they are polite and friendly. Such is a great community culture to promote, and I’m sure visitors would like to experience it.”