KOTA KINABALU: Sabah's rural community-based tourism operators have been urged to draw on the success of the Borneo Rainforest Lodge (BRL) to develop their own luxury tourism products.
State Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai said the luxurious eco-lodge nestled within Danum Valley conservation area in Lahad Datu, which caters for high-end tourists, showcased sustainable practices, unique experiences and first-rate facilities.
Joniston said communities could gain from a shift towards high-end rural tourism to increase their economic opportunities and preservation of local culture and traditions.
"High-end tourists are individuals seeking luxury, unique and personalised experiences during their travels.
"They seek out places like BRL for high-quality amenities, services and special activities that provide a sense of exclusivity and authenticity.
"This is what makes a high-end tourist product, which rural communities need to capitalise on in a lucrative and growing tourism market to create a more vibrant and prosperous local economy."
Joniston recently led a three-day trip to BRL for a product update and to experience luxury eco-tourism with Sabah Tourism Board (STB)'s board of directors and management staff.
Among those in the familiarisation trip were Tourism, Culture, and Environment Ministry's permanent secretary Datuk Mohd Yusrie Abdullah and Federation of Rural Tourism Association Sabah (FeRTAS) president Walter Kandayon.
Joniston, who is also STB chairman, said rural community-based tourism operators should not be complacent with the services and quality that they provided now.
Instead, he wanted them to push themselves to develop distinctive tourism products and services that emphasised luxury and exclusivity, such as offering high-end private villas, gourmet dining and personalised services.
"When these are in place, rural community-based tourism operators can collaborate with high-end tour operators to promote their destination and develop customised itineraries that meet the specific needs of high-end tourists."
Meanwhile, Walter said BRL had proven that rural tourism could provide a great attraction for high-spending tourists from abroad.
"The success of BRL provides a model for other rural and community-based tourism businesses that aspire to expand into the luxury market.
"I am certain that our rural areas can produce a product like BRL in stages, using the experience available and the many resources, as well as support provided by the government."
FeRTAS, in collaboration with STB, has drawn up a eight-year strategic plan to enhance rural tourism offerings and services with the view to elevating those with potential to provide high-end tourism products.