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Xpresi Media Explores the Unique Rural Tourism Products of Sabah

Aims to enhance domestic tourism promotion activities both online and offline while optimizing strategic communication through media engagement.

Aims to enhance domestic tourism promotion activities both online and offline while optimizing strategic communication through media engagement.

By Tourism Malaysia on October 2, 20233 minutes read

Kota Kinabalu, 2 October 2023 — A total of 16 media representatives from print, electronic, and new media agencies participated in the Xpresi Cuti-Cuti Malaysia Sabah 2023 program, organized by Tourism Malaysia, for five days and four nights (5H4M) starting from September 25, 2023, to showcase the uniqueness of rural tourism products in the Land Below the Wind.

The program aims to enhance domestic tourism promotion activities both online and offline while optimizing strategic communication through media engagement. This edition brought participants to explore tourism products based on travel experiences, natural attractions, agrotourism, and gastronomy in the Beaufort, Kuala Penyu, Tenom, Keningau, and Kota Kinabalu districts.

The journey began in Beaufort with an exploration of the Klias River at sunset, where participants witnessed the uniqueness of Proboscis monkeys along the mangrove banks and the beauty of firefly lights at night.

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The following day, participants visited Sawangan Beach before taking a boat ride to Taman Pulau Tiga in Kuala Penyu to experience mud bathing in the Mud Volcano, formed by an active volcano thousands of years ago. The Sabah Parks Trustees developed this tourism attraction to ensure the conservation of its natural resources.

In Tenom, participants stayed at the newly established Naluyan Jungle Lodge at the foothills of the Crocker Range and visited the Sabah Agriculture Park, which serves as a conservation center for native Borneo orchids. They also explored the Yit Foh Coffee Factory & Park, which includes a coffee factory, Yit Foh Robusta Restaurant, and Coffee Park Cottage, as well as the traditional Murut village of Kampung Marais in Kuala Tomani.

In Keningau, participants visited the Sabah Craft Complex to witness local handicraft production, including woven products and Sabah batik and had the opportunity to try batik canting techniques. Other stops included the hilly Keningau-Kimanis route across the Crocker Range, famous for its unique gravity-defying phenomena.

Before departing, participants were treated to a friendly gathering with Dato’ Dr. Ammar Abd. Ghapar, Director-General of Tourism Malaysia in Kota Kinabalu, and had the chance to stroll through the Sinsuran Night Market and enjoy a traditional lunch at My Native Sabah Restaurant, serving dishes like ambuyat and linopot, based on Bario rice, served with tuhau, bambangan, and hinava.

Dato’ Dr. Ammar stated that they expect the estimated publicity value generated by this program to exceed RM1 million. This significant return is hoped to further boost the offerings of tourism agencies and increase public demand to travel to the visited tourism destinations, thereby revitalizing the tourism, arts, and culture sectors.

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“We not only aim to promote community-based tourism in rural areas but also popularize rural tourism segments that are gaining popularity among tourists. Tourists’ preference for experiential tourism will create opportunities for them to learn about the culture, traditions, cuisine, handicrafts, and lifestyles of local communities,” he said.

Media representatives participating in Xpresi Media Cuti-Cuti Malaysia Sabah on this occasion included RTM, TVS, Sinar Harian, The Star, Nanyang Siang Pau, Free Malaysia Today, The Asia Times, Gaya Travel Magazine, Kaki Travel, Locco, Projek Travel, as well as digital content creators Zar Nizar and I Am Nazirul.