The idea of a cruise ferry service linking Peninsular Malaysia with Borneo has been proposed by Sabah’s Assistant Minister for Tourism, Culture, and Environment, Datuk Joniston Bangkuai. This initiative, which was introduced during the launch of the Sabah Community-Based Tourism Fair (SCBTF) in Kuala Lumpur, seeks to address several key challenges facing rural tourism in Sabah, including the high cost of travel and limited accessibility to rural areas. Bangkuai emphasized that better travel options are essential for promoting tourism and strengthening national unity between Malaysia’s regions.

Bangkuai referred to the concept of a cruise ferry service as a strategic and affordable alternative to the increasingly expensive flight options currently available. He cited rising flight prices as a significant barrier for domestic and international travelers who wish to explore Sabah’s rural destinations. The ferry service, he suggested, would not only promote tourism but also foster greater national integration, a concept that had been supported in the 1980s by the Feri Muhibbah service. This earlier ferry service played a crucial role in linking Peninsular Malaysia with Sabah and Sarawak and contributed to strengthening the unity of Malaysia’s diverse regions.

The potential reintroduction of a ferry service would reflect the government’s dedication to enhancing transportation infrastructure while supporting rural tourism efforts in Sabah. According to Bangkuai, the rural tourism sector has immense potential for growth if transportation and accessibility barriers are addressed. By creating affordable and accessible travel routes, this cruise ferry service could serve as a powerful tool for promoting the rural communities and hidden gems of Sabah.

Boosting Rural Tourism through Improved Access

The proposal for the ferry service was a response to the positive feedback generated at the Sabah Community-Based Tourism Fair (SCBTF) 2024, held for the first time outside of Sabah at IOI City Mall Putrajaya. The event, which took place from October 16, showcased 27 tourism associations from 22 districts, alongside five artisan entrepreneurs. This sixth edition of the fair provided a platform to promote Sabah’s rural tourism offerings, drawing attention to the diverse cultural and natural attractions that make the region unique.

Bangkuai underscored the importance of access to these rural destinations, highlighting that better connectivity would significantly boost visitor numbers and, consequently, the local economy. He pointed to rural areas such as Kadamaian and Kiulu, which welcomed 139,449 visitors last year and generated revenue of RM3.505 million. The minister expressed confidence that this figure could grow even higher if data collection and visitor tracking mechanisms are improved. The introduction of a ferry service would further enhance accessibility, allowing more tourists to explore rural areas that are currently difficult to reach.

Improved transportation links would help bridge the gap between urban and rural regions, creating a more balanced tourism ecosystem in Malaysia. The cruise ferry service could provide a crucial connection for both domestic and international travelers, making it easier for them to explore the rich cultural and natural heritage that Sabah has to offer. The service would also provide an opportunity for the rural communities in Sabah to showcase their unique experiences and craftsmanship to a wider audience, thus supporting the overall goal of enhancing rural tourism.

Capacity Building and Training for Local Tourism Operators

Recognizing the potential of rural tourism, the Sabah Tourism Board (STB) is committed to supporting local communities by providing them with the necessary training and capacity-building opportunities. STB’s CEO, Julinus Jeffrey Jimit, stated that the board’s focus is on ensuring that rural tourism operators meet industry standards and are equipped to cater to the growing demand for unique and authentic experiences.

Jimit explained that the board has been working closely with local tourism operators to enhance their capabilities and presence in both the domestic and global markets. This effort aims to ensure that rural communities are prepared to handle an increase in tourists and can provide high-quality services that reflect the best of what Sabah’s rural destinations have to offer.

STB’s initiatives are geared toward creating sustainable tourism models that benefit local communities while preserving their cultural heritage and natural environments. With training programs in place, rural tourism operators are better positioned to offer well-organized, professional services that meet the expectations of today’s travelers. This focus on quality and professionalism is essential for ensuring that Sabah’s rural tourism sector remains competitive in the global tourism market.

By empowering local operators with the skills and knowledge they need, the STB hopes to increase the visibility of rural destinations in Sabah. This, combined with improved access through the proposed cruise ferry service, would significantly boost the region’s tourism industry, making it more inclusive and sustainable.

The Broader Implications for Malaysia’s Tourism Industry

The introduction of a cruise ferry service between Peninsular Malaysia and Borneo could have far-reaching implications for the country’s tourism industry. Not only would it make Sabah’s rural destinations more accessible, but it could also serve as a model for improving connectivity across other regions in Malaysia. This enhanced transportation infrastructure could encourage more Malaysians to explore their own country, contributing to domestic tourism growth.

Moreover, the cruise ferry service could attract international travelers who are looking for new, unique travel experiences. Sabah’s diverse landscapes, cultural heritage, and rural charm are significant draws for tourists seeking more authentic, off-the-beaten-path destinations. By offering a convenient and affordable travel option, Malaysia could position itself as a leading destination for rural and community-based tourism in Southeast Asia.