A groundbreaking proposal to establish a cruise ferry service linking Peninsular Malaysia with Borneo has been put forward by Sabah’s Assistant Minister for Tourism, Culture, and Environment, Datuk Joniston Bangkuai. This visionary initiative, unveiled during the Sabah Community-Based Tourism Fair (SCBTF) in Kuala Lumpur, aims to tackle the significant challenges facing rural tourism in Sabah, namely high travel costs and limited accessibility.
Bangkuai highlighted the crucial role of improved travel options in promoting tourism and fostering a stronger sense of national unity between Malaysia’s diverse regions. He presented the cruise ferry service as a strategic and budget-friendly alternative to the increasingly expensive air travel options currently available. The soaring flight prices have become a major obstacle for both domestic and international travellers eager to explore Sabah’s captivating rural destinations.
Drawing inspiration from the successful Feri Muhibbah service of the 1980s, which played a pivotal role in connecting Peninsular Malaysia with Sabah and Sarawak, the proposed ferry service aims to strengthen national integration. The revival of this ferry service would symbolize the government’s commitment to enhancing transportation infrastructure and supporting rural tourism efforts in Sabah.
Bangkuai emphasized the immense potential of the rural tourism sector in Sabah, which can be unlocked by addressing transportation and accessibility barriers. The introduction of affordable and accessible travel routes would empower rural communities and showcase the hidden gems of Sabah to a wider audience.
The proposal for the ferry service emerged as a direct response to the overwhelmingly positive feedback received at the SCBTF 2024. This year’s event, held for the first time outside of Sabah at IOI City Mall Putrajaya, featured 27 tourism associations from 22 districts and showcased the talents of five artisan entrepreneurs. The sixth edition of the fair provided a platform to promote Sabah’s unique rural tourism offerings, drawing attention to the region’s vibrant cultural heritage and breathtaking natural attractions.
Bangkuai underscored the paramount importance of improved accessibility to these rural destinations, emphasizing that enhanced connectivity would significantly boost visitor numbers and stimulate economic growth in the region. He cited rural areas such as Kadamaian and Kiulu, which welcomed 139,449 visitors last year and generated RM3.505 million in revenue. He expressed confidence that these figures could soar even higher with improved data collection and visitor tracking mechanisms.
The introduction of a ferry service would further enhance accessibility, allowing more tourists to venture into rural areas that are currently difficult to reach. Improved transportation links would bridge the gap between urban and rural regions, creating a more balanced tourism ecosystem in Malaysia.
The cruise ferry service would act as a vital connection for both domestic and international travellers, making it easier for them to explore Sabah’s rich cultural and natural heritage. This service would also provide a platform for rural communities in Sabah to showcase their unique experiences and craftsmanship to a wider audience, thus supporting the overall goal of enhancing rural tourism.
Recognizing the immense potential of rural tourism, the Sabah Tourism Board (STB) is fully committed to supporting local communities by providing them with the necessary training and capacity-building opportunities. Julinus Jeffrey Jimit, CEO of STB, 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 authentic and unique experiences.
Jimit explained that the board has been actively working with local tourism operators to enhance their capabilities and presence in both the domestic and global markets. This initiative aims to ensure that rural communities are prepared to handle an influx of tourists and can provide high-quality services that showcase the best of Sabah’s rural destinations.
The 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 discerning travellers. 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 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 travellers who are seeking 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.
The ferry service could also strengthen the ties between Peninsular Malaysia, Sabah, and Sarawak, fostering greater unity and national identity. By linking these regions through tourism, the government can promote a sense of shared heritage and national pride. This move would also help address the regional inequalities that exist between Malaysia’s urban and rural areas, offering rural communities a chance to benefit from the growing tourism sector.
