SABAH TOURISM DIVERSIFIED PRODUCTS

OBG talks to Taleb Rifai, Secretary General, UN World Tourism Organisation (UNWTO)

OBG : Sabah is positioning itself as a unique ecotourism destination. What is the current global demand for this type of hospitality product?

RIFAI: Consumers are becoming ever more independent and critical, with a higher environmental awareness and the tourism sector is responding accordingly. As activity continues to grow; international tourist arrivals are expected to reach nearly 1.6bn by 2020. The sector is increasingly intertwined with environmental sustainability As awareness of climate change issues and environmental concerns increase, ecotourism has become a crucial product for securing visitors. The Sabah state government is well aware of the importance of protecting the environment through legislation and is developing the sector along sustainable lines in order to continue attracting tourists.

OBG : How can Sabah develop other sectors ofthe tourism industry to complement the success of ecotourism?

RIFAI: Sabah has an array of tourism products and services aside from its environment-based tourism offer: including sports such as golfing, cultural experiences,wellness and spa, and shopping, With increased competition in international tourism. Diversification is key to sustained tourism development. Fostering varied and high-quality tourism products at reasonable costs will ensure continued tourism success in Sabah.

OBG : How can Sabah develop its image as a destination for meetings, incentives, conferences and exhibitions (MICE) within the region?

RIFAI: Sabah has great potential as a MICE destination. As an example, in 2010 UNWTO and the government of Malaysiajointly held the well received World Tourism, Conference 2010 in Kota Kinabalu. Central to a successful MICE industry are infrastructure and services. Exhibition space, conference halls. public transport links, international flights and so on, must be in place. ln addition. a wide range of senxices from guaranteed internet connection bo language interpretation, stage design and humanresources are needed, Sabah is well positioned with regard to these elements.

OBG : What is the outlook for the tourism sector in the region and more specifically Malaysia?

RIFAI: As economic growth rebounded across the world international tourist arrivals grew by nearly 7% to 9 35m. This recovery is good news not just for the millions working in the sectoi: but for the global economy as a whole. Recovery in tourism. following the global trend of a multi-speed rebound, has been driven largely by emerging and developing economies, following the lead of emerging Asia. South-east Asia, which posted growth during the challenging year of 2009, saw international tourist arrivals up by 12% in 2010, boosted by the outstanding performance of destinations such as Vietnam, Myanmar, Lao PDR, Singapore and Cambodia.

Malaysia was among the few destinations worldwide to grow duringtthe difficult year of 2009. This growth was consolidated in 2010 (+4%) allowing the country to maintain its leading position. Malaysia is today the second most visited destination in Asia and the only Asian location, together with China,to rank among the top 10 receiving destinations in the world. The country saw around 24.6m international arrivals in 2010, generating a total of $16bn in tourism receipts.

OBG : How can Malaysia ensure sustainable development? What needs to be done on the policy side?

RIFAI: Malaysia’s tourism success can be largely attributed to the competent management of the country’s diverse geographical, cultural and heritage assets. The tourism sector continues to enjoy government backing, and the role of this support in fostering private investment and innovation cannot be under estimated. The recognition of tourism's contribution to economic development, employment and quality of life is clearly reflected in the 10th Malaysia Plan.The plan calls for developing vibrant and iconic tourism products and improving the maintenance of existing tourism sites.