The subdistrict of Kiulu has been selected as the test site for a pilot project aimed at improving digital tourism data collection, enhancing efforts to track tourist arrivals in Sabah’s rural areas.

Assistant Minister of Tourism, Culture, and Environment Datuk Joniston Bangkuai said the initiative is a crucial step in refining how tourism data is collected, analyzed, and utilized.

“Accurate data collection is key to understanding the real state of rural and community-based tourism. It allows us to formulate effective strategies,” he said during the launch of the rural tourism data collection application at the Kiulu Tourism Information Centre on Monday.

He added that if the project in Kiulu proves successful, it could be expanded to other districts in Sabah and eventually nationwide.

As Chairman of the Sabah Tourism Board (STB), Joniston emphasized that the project aligns with the government’s push for technology integration in the rural tourism sector, ensuring a more systematic approach to recording visitor numbers.

According to STB data from January to November 2024, a total of 85 community-based tourism operators from 18 districts have submitted records.

The figures show that 269,154 visitors engaged with community-based tourism products, generating over RM6.5 million in revenue. However, Joniston acknowledged that the actual number could be higher, as some areas still lack a comprehensive data collection system.

“This digitalization project not only addresses the issue of incomplete data but also helps us identify key areas needing investment to further develop rural tourism,” he said.

He added that the initiative will enable the STB to better analyze tourist trends, improve promotional strategies, and enhance future planning efforts.

The project is a collaboration between STB and the Kiulu Tourism Association, with the data collection application developed by Datablu.

Kiulu was selected for the project as it was previously designated a pilot area for rural and community-based tourism development in 2014, alongside Kadamaian.

During a briefing, Datablu Director Dharmik Sheth stated that, to the best of his knowledge, this is the first application specifically designed for rural tourism data collection.

“Kiulu, and Sabah in general, could serve as a model for other regions in effectively managing rural tourism through improved data collection and analysis,” he said.

The application includes features such as automated e-receipt generation and streamlined activity management, helping tourism operators manage their businesses more professionally.

Among those present at the launch were STB Chief Executive Officer Julinus Jeffery Jimitand Kiulu Tourism Association President Mejin Maginggow.