KOTA KINABALU: Investors and tourists are invited to forgo the hustle and bustle of urban centers and venture into rural towns as great destinations to invest in Sabah’s growing tourism sector, according to Bangkuai.
Datuk Joniston Bangkuai, Assistant Tourism, Culture, and Environment Minister, explained that rural tourism has emerged as one of Sabah’s most enticing attractions, offering distinctive nature- and culture-focussed tourism experiences that set the state apart.
“In advancing Sabah’s hospitality and tourism development, I also wish to take this opportunity to call for more investment in tourism towards the rural areas of Sabah,” he said during Monday (April 7) Ramada by Wyndham Kota Kinabalu hotel signing ceremony.
He called rural Sabah the “gem” of the state’s tourism, highlighting that concentrated investment in quality tourist infrastructure and accommodation can unleash enormous potential for tourists and communities.
“Rural tourism in Sabah is gaining popularity. Through investments in quality accommodation and tourism facilities in the areas, we can have more inclusive development of tourism that not only benefits the city but also rural communities,” Bangkuai said.
He added that the developments would support Sabah’s vision of pushing sustainable and community-driven tourism while delivering meaningful economic benefits to rural communities.
Bangkuai made the remarks during the ceremony of the memorandum of agreement (MoA) between Capitol Hospitality Group, Mega City Builder, and Wyndham Hotels for the launch of an international hotel chain at 88 Avenue, a new mixed-development project here.
Capitol Hospitality Group was represented by its managing director Lim Yi Yen while Eudo Chan, senior director of Development/South East Asia and Pacific Rim signed on behalf of Wyndham Hotels.
Though he is very much in favor of the partnership and its positive impact on the city’s tourism sector, Bangkuai pointed out the importance of replicating the same quality investments in destinations in rural areas.
“We are not only marketing nature’s beauty but also the Sabahan culture of warm and courteous hospitality,” he said, citing that service excellence and accessibility need to be added to Sabah’s success in tourism.
The development of new hotels will be expected to drive local employment as well as the corresponding sectors of food and beverage, retail, and services.
Sabah already has over 680 hotels offering over 26,000 rooms, said Bangkuai, citing that there remains a large space for development, particularly in rural areas where there is still insufficient tourism infrastructure.
He also urged transparency, professionalism, and service excellence as the drivers of future tourism growth, especially in the approach to Visit Malaysia 2026.
“This is the kind of visionary investment that we need, one that brings economic and social dividends, while keeping Sabah competitive in the regional tourism landscape,” he added.
Meanwhile, Chan described the new hotel, to be opened in the first quarter of 2029, would significantly boost the 88 AVENUE mixed development project, located strategically in the pulsating Kepayan district.
Shopping mall, residential apartment blocks and commercial suites project will likely draw a cosmopolitan blend of international and domestic tourists.
“We are delighted to bring the Ramada by Wyndham brand to Kota Kinabalu, a vibrant and rapidly growing city in Malaysia.” With the backing of Capitol Hospitality Group and Mega City Builder, we feel confident that this new hotel will be a significant contributor to the city’s tourism and position as a global business and leisure centre,” Chan stated
