Balancing act in Sabah’s tourism promotion

Malaysia and in particular, Sabah, have been promoted extensively as a tourism destination in this part of the world. There are contentions however that our tourism products have been hyped by the media to boost their marketing value.

New Sabah Times sought the opinion of Associate Professor Dr Ong Puay Liu, who is attached to the Institute of Ethnic Studies or KITA of the University Kebangsaan Malaysia recently.

Ong says, “I think each country and each place has its own beauty and something to offer. By ‘product’, you have put a commercial value to the destination, hence just as in commodities sold in the market, their saleable value depends on the demand, on what the customers want. Malaysia and especially Sabah, have much to offer to people who appreciate nature, culture, adventure, history. Sabah is a microcosm of what there is on Earth – you want mountains, there are mountains. Valleys, islands, forest, wildlife, flora, traditional cultures and mode of living – you have these all in Sabah. So I do not think the promotion of Sabah as a premier tourist destination is mere media or marketing hype.” On another question, Ong shares that Malaysia and Sabah have tried all possible means to promote their attractions both online as well as through printed media.

“The federal and State Government also organise trade fairs and participate in expos and cultural demonstrations overseas, where natives of particular ethnic groups are invited to come along and demonstrate the uniqueness of their respective cultures. The private sector is also working together with the government and local communities. One good example is Borneo Eco Tours in Sabah. If you look at its website, it is very appealing not only in the packages offered but also in the company’s interest in corporate social responsibility (CSR) activities.” Asked whether the conservation and preservation messages are missing in these promotions and how best these messages be inserted in promotions, she reiterates that when the word ‘product’ is used, tourism becomes just another business venture in the market world interested only in profit and loss. “We have seen over the years an increasing awareness among tour operators, tourists and governments for more responsible tourism, more eco-friendly tourism. We have eco-tourism, and now we have geo-tourism; we have heritage tourism and now we have geo-heritage tourism, which balances the need for tourism (that is development), with the needs for conservation and protection. When you read the website of Borneo Eco Tours (Sabah) and Junglewalla Tours (Langkawi), for example, you will see how the messages of conservation and protection are inserted in the promotion of their tourism packages.”

“One important element to be included in the conservation and protection of a site or place or community designated to be a ‘tourism product’ is the participation of the local community in the decision making process. The local community is the best source of information, knowledge and experience. They have the local expertise and knowledge about their environment, and they have their stories, myths, as well as time tested conservation strategies on the sustainable use of their jungle, rivers, land et cetera.” “The orang asli of Peninsular Malaysia, for example have the ‘tagal’ system which is a conservation strategy on the use of rivers and fishing methods, as the narrative below illustrates. The Dusuns of Bundu Tuhan, Sabah also have similar conservation strategy which they call ‘bumbun’.”

“Fishing in Sg. Bebar (near Pekan, Pahang) is regulated and fishes are conserved through traditional ownership of fishing territory. The portions of river near Sg. Bebar are traditionally owned by about 10 to 15 villagers, each having a fishing territory of 50 to 100 meters. Villagers are normally allowed to fish in the owned territory if simple methods such as hooks and lines are used.” “The owners also normally use nets that harvest only big fishes while allowing small ones to escape. The use of fish poisoning is strictly prohibited at any territory. Owners inform each other of any encroachment in their fishing areas. All these ensure that fish resources are sustainable.” Touching on eco-tourism, its meaning and the impact of tourism on the environment, she says, eco-tourism means the balancing act between promoting the site and at the same time, taking into account all that are available or existing on or near the site being promoted. “It means adopting a holistic approach in the development of a specific site or place as a tourism attraction. Ecotourism will ensure the sustainable existence of the environment.”

On the minimization of negative impacts and tour management and supervision of tourist visits to minimize such impacts, Ong stresses that these questions need to be addressed to the tour practitioners, that is, the tour operators and the parties responsible for the promotion of tourism, in particular the government and the local communities involved in the tourism development process.

“The aim of these stakeholders needs to be clearly defined. Are they interested in merely making money, or are they interested in sharing a beautiful product with others, a product they believe will benefit the people who came to visit the place. Tourism thrives on ‘difference’ – that is the potential consumers must feel they are buying a product that could not be bought in their home country or experienced in their own culture. Hence, in the quest to produce such a product or experience, the makers of the product need to be aware of their own motives and purpose in developing the product.”

She concedes that there are areas, regions and locality that should not be disturbed by tourists.”Yes, there should be areas that should not be made into tourism attractions such as places regarded by communities as ‘sacred’ or holy. We have to respect the beliefs of these communities. Also, there are places with great richness in geological information, and these places are designated as purely for scientific research. For example, at Shilin Stone Forest Geopark in China, there are certain zones that are closed to visitors.” Tourism needs an integrated and holistic approach because tourism is ‘a journey of people, organized by people for the benefit of people’. As such, it is pertinent to take into consideration the needs of the local people and the local environment for continued sustainability of the subsistence and lifestyle, she shares.

Ong is an author of a book titled ‘Packaging myths for tourism : the Rungus of Sabah’ published by University Kebangsaan Malaysia.