Theme: Building Resilient and Sustainable Communities that Innovate and Transform Tourism
Organized by: United Nations Development Programme (UNDP), Sabah Tourism Board, Malaysia Productivity Corporation (MPC) and Tourism Productivity Nexus (TPN)
Partners: The Habitat Foundation and Batik Air
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Introduction
Malaysia's rich cultural heritage, biodiversity, and scenic landscapes present immense potential for community- based tourism(CBT), especially as the countrygears up for Visit Malaysia Year 2026. CBT empowers local communities to actively participate in and benefit from tourism, while promoting sustainability, cultural preservation, and inclusive economic growth. While regions like Sabah have made significant strides in rural and ecotourism, many CBT initiatives across Malaysia remain underdeveloped and face challenges such as limited product diversity, inconsistent infrastructure, and unequal access to funding and support. With global demand for authentic, responsible travel on the rise - reflected in the projected USO 2.1 trillionglobal CBT marketby 2032 - Malaysia must enhanceits CBT offerings, support small and micro tourismenterprises, and address gaps in conservation and community governance. This conference offersa timely platform for knowledge exchange, cross-sector collaboration, and international engagement, including the proposal for a global community festival. Strengthening CBT through innovation, investment, and local capacity-building will help ensure a more inclusive, resilient, and community-led tourism future for Malaysia.
Objective of the Programme
The primary objective of this conference is to explore the various dimensions of community-based tourism and its impact on sustainable development. The event will facilitate knowledge-sharing, strengthen networks, and inspire collaborations that empower communities while protecting their cultural and natural resources.
Another key importance of factor to focus on CBT is to raise the national profile of community-based tourism, garnering greater government support and stakeholder engagement. By highlighting the impact of CBT, the goal is to inspire policymakers, investors, and industry leaders to recognize its potential and contribute to its growth. A dedicated space to showcase national local products and cultural experiences, will further enhance the economic benefits of CBT and provide communities with greater exposure to domestic and international markets. Therefore, the Specific goals include:
- Facilitate learning about CBT potential, success factors, and service standards through knowledge exchange
- Highlight successful CBT practices from around Malaysia and beyond
- Underscore the importance of diversity, equity, and inclusion in tourism by promoting inclusivity
Programme Structure
The CBT Conference and Expo 2025 is thoughtfully structured into several key components - Presentations and Strategic Discussions - to offer a well-rounded and impactful experience for participants. The presentation segment will feature a keynote titled "Visit Malaysia Year 2025 - Community-Based Tourism Pillar of the Tourism Nation", covering four thematic areas: education and localising the SDGs, economic benefits of sustainable tourism, environmental balance and strategic partnerships. These themes will be illustrated through regional success from Thailand, Sabah, Taiwan/China, and Bali to demonstrate real-worls CBT practices and impacts. The second component comprises two strategic panel discussions. The first, "The Future of CBT - Progress, Moving Forward, and Policy Discussion", will explore past achivements, future directions, and policy needs through a structured dialogue. The seconds, "Sustainable Tourism Network Malaysia: Leveraging the Network to Strengthen the Sector", will feature case studies, an interactive workshop, and a networking session to inspire collaboration and innovation. Together, these sessions aim to deepen understanding, share practical insights, and build stronger partnerships for advancing sustainable, community-based tourism in Malaysia.
In fostering Business-to-Business (B2B), the Sabah Tourism Board (STB) will organise session aimed at facilitating direct engagement between exhibitors and travel agents. The primary objective of this sessions was to promote the exhibitors' tourism product, packages, and services. Additionally, the B2B platform served as a crucial opportunity for networking and establishing business connections within the tourism industry. STB extended invitations to various agencies, including:
- Malaysian Association of Tour and Travel Agents (MATTA) Sabah - 25 Agents
- Sabah Association of Tour and Travel Agents (SATTA) - 15 Agents
- Malaysia Chinese Tourism Association (MCTA) Sabah - 10 Agents
- Sabah Tourist Guide Association (STGA)
- Sabah Tourist Association (STA) - 10 Agents
- Malaysia Inbound Tourism Association (MITA) - 10 Agents
Target Audience
The programme targets 300 participants from the followings group of stakeholders:
- Government officials and policymakers
- Tourism industry professionals (e.g., tour operators, hospitality managers)
- Local community leaders and grassroots organizations
- Academics and researchers in sustainable tourism
- Non-governmental organizations (NGOs) and development agencies
- Students and young professionals interested in sustainable tourism and development
- Public
Agenda
CONFERENCE AGENDA DAY 1
28 June 2025
Time | Program |
8.30 am | Networking Morning Break Registration and Arrival of Participant |
9.30 am | Keynote Presentation Mr. Rohizam Md Yusoff Champion, Tourism Productivity Nexus Malaysia Productivity Corporation (MPC) Under Ministry of International Trade and Investment
Title: Visit Malaysia Year 2026 – Community-Based Tourism as the Pillar of the Tourism Nation. (Role of Industry and Alignment with National Growth)
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10.00 am | Presentation 1 - Education and Localizing SDG for local development Hjh. Fauziahton Ag Samad Director of Tourism Department, Kota Kinabalu City Hall
Title: Building a Sustainable Tourism Culture Through Education is key to promoting sustainable tourism by influencing traveller behaviour, industry practices and community education empowers locals to participate in and benefit from sustainable tourism. |
10.30 am | Presentation 2 - Economic Dr. Maulita Sari Hani, Board of the Asian Ecotourism Network (AEN), formerly UNTourism
Title: Profit with Purpose: Economic Benefits of Sustainable Tourism Long-term economic resilience by preserving natural and cultural assets with addressed challenges like high initial costs can be achieved through strategic partnerships and policies and implementing sustainable tourism strategies results in profit with purpose, benefiting both businesses and communities. |
Launching of the Community-Based Tourism Conference and Expo 2025 |
10.30 am | Arrival of Distinguished and Invited Guests at the Holding Room |
10.35 am | Arrival of : Mr Julinus Jeffery Jimit Chief Executive Officer, Sabah Tourism Board
Mr Rohizam Md Yusoff Champion, Tourism Productivity Nexus Malaysia Productivity Corporation Under Ministry of International Trade and Investment
YBhg. Datuk Zahid Ismail Director General Malaysia Productivity Corporation
YBhg. Datuk Josie Lai Permanent Secretary, Ministry of Tourism, Culture and Environment Sabah |
10:45 am | His Excellency Edward Vrkic Resident Representative United Nations Development Programme
YB Datuk Joniston Bangkuai Assistant Minister of Tourism, Culture and Environment Sabah Cum Chairman Sabah Tourism Board |
11.00 am | Arrival of Guest of Honour YB Datuk Seri Panglima Christina Liew Minister of Tourism, Culture and Environment Sabah |
11.10 am | Welcoming Remarks by Mr. Julinus Jeffery Jimit Chief Executive Officer Sabah Tourism Board |
11:30 am | Keynote Address by His Excellency Edward Vrkic Resident Representative United Nations Development Programme (UNDP) |
11.30 am | Officiating Speech by YB Datuk Seri Panglima Christina Liew Minister of Tourism, Culture and Environment Sabah |
11.40 am | Launching Gimmick Memento Presentation |
11.45 am | Distinguished and Invited Guests Visit to the Community Based Tourism Conference & Expo booth |
12.00 pm | Networking Lunch - Delegate’s at The Glass, 7 Suria |
12.00 pm | Press conference at the Suria 4 |
1.30 pm | International Exchange – Sharing Session
Success Story 1 – Thailand Dr. Wanvipa Phanumat, Chief Operating Officer, Local Alike Empowers local communities by fosters community development, creates jobs, and promotes cultural exchange while minimizing negative impacts through sustainable tourism practice.
Success Story 2 – Malaysia Mr. Julinus Jeffrey Jimit, Chief Executive Officer, Sabah Tourism Board, Sabah, Malaysia Empowers local communities by fosters community development, creates jobs, and promotes cultural exchange while minimizing negative impacts through sustainable tourism practice.
Success Story 3 – Taiwan Dr. Hsia Chia-Mei, Director of Sustainable Development Office, Hungkuang University, Taiwan Empowers local communities by fosters community development, creates jobs, and promotes cultural exchange while minimizing negative impacts through sustainable tourism practice.
Success Story 4 - Bali, Indonesia Prof. Dr. Agung Suryawan Wiranatha, Head of Centre of Excellence in Tourism, Udayana University Empowers local communities by fosters community development, creates jobs, and promotes cultural exchange while minimizing negative impacts through sustainable tourism practice. (Local communities’ participation on sustainability relation with INSTO) |
2.30 pm | Presentation 3 – Environment Adj. Prof. Anthony Wong Kim Hooi, Group Managing Director of the Frangipani Langkawi Resort & Spa and Asian Overland Services Tours & Travel 1976
Title: Mass tourism vs Exclusive/Targeted Access Strategic Choice between destinations balancing economic objectives with environmental and cultural preservation to ensure sustainable tourism development. |
3.00 pm | Presentation 4 – Partnership Mr. Kingston Khoo, President of Eco-STEPS Malaysia
Title: United for Impact - Strengthening CBT Through Strategic Alliances The power of collaboration and partnership in enhancing the effectiveness, sustainability, and reach of CBT. It underscores the idea that no single actor either a community, government, NGO, or private sector player can achieve transformative tourism outcomes alone. Strategic alliances are essential for sharing resources, expertise, and vision. |
3.30 pm | Networking afternoon break |
4.00 pm - 6.00 pm | Business-to-Business (B2B) Introduction at Suria Hall 5 B2B Session at Suria 1 and Suria 4 |
7.30 pm | Welcoming and Networking Dinner Cultural performance Bamboo Orchestra Local Artis Performance |
10.00 pm | End of Day 1 |
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CONFERENCE AGENDA DAY 2
29 June 2025
Time | Program |
8.30 am | Networking Morning Break Registration and Arrival of Participant |
9.00 am | Keynote Presentation Ms Nik Nazarina Nik Mohamad and Ms Emilly Christal Carol Tony Malaysia Productivity Corporation (MPC)
Title: Sustainable Tourism for National Productivity: A Sharing of Best Practices |
9.30 am | Panel Discussion 1 Title: The Future of CBT – CBT Progress, Moving Forward and Policy Discussion
Moderator: Ms Maulita Sari Hani, Board of the Asian Ecotourism Network (AEN)
Panelist 1: Mr. Julinus Jeffery Jimit, Chief Executive Officer, Sabah Tourism Board Panelist 2: Mr Rohizam Md Yusoff, Champion, Tourism Productivity Nexus, Malaysia Productivity Corporation (MPC) Panelist 3: Ms Norhafiza Shafie, Program Analyst, Inclusive and Sustainable Economic Management, UNDP Malaysia, Singapore and Brunei Darussalam Panelist 4: Mr Chua Choon Hwa, Deputy Secretary-General (Tourism), Ministry of Tourism, Arts and Culture
Examining the future prospects of community-based tourism in the context of the current initiative, with a focus on strategies for advancement, adaptation, and resilience. |
10.30 am | Panel Discussion 2 Title: Sustainable Tourism Network Malaysia: Leveraging the Network to Strengthen the Sector
Introduction to Sustainable Tourism Network Malaysia by Justine Vaz, Executive Director and Mariam Ghani, Senior Programme Manager, The Habitat Foundation Panel Session Real Stories, True Impact: Community-Based Tourism in Action
Moderator: Justine Vaz, Executive Director, The Habitat Foundation
Panelist 1: Dr. Isabelle Louis, Board Trustee, The Habitat Foundation Panelist 2: Dr. Huda Farhana Mohamad Muslim, Head of Social Forestry Programme, FRIM Panelist 3: Lait Lakong, Tourism Business Owner, Kg. Long Pasia
Focus Group Discussion: Do Good, Travel Better by Enhancing the Visibility of Sustainable Tourism to Inspire Change A facilitated group sharing and discussion on the Opportunities and Challenges for Community Based Tourism across Malaysia.
Networking Session: Connections That Drive Sustainable Tourism A Networking Session for tourism players, community leaders, NGOs, researchers and government representatives to Learn, Share, and Innovate the Sector |
1.00 pm | Networking Lunch - Delegate’s at The Glass, 7 Suria |
Closing of the CBT Conference 2025 |
2.30 pm | Arrival of Distinguished and Invited Guests (Internal) |
2.45 pm | Charting the Way Forward
From Dialogue to Action: Harmonising Policy and Community Wisdom in Shaping Inclusive and Sustainable Tourism
By Ms Norhafiza Shafie, Program Analyst, Inclusive and Sustainable Economic Management, UNDP Malaysia, Singapore and Brunei Darussalam
Closing and finding session for Panel Discussion 1 and the Focus Group Discussion with tourism industry stakeholder |
3.30 pm | Closing Address by YB Datuk Joniston Bangkuai Assistant Minister of Tourism, Culture and Environment Sabah cum Chairman of Sabah Tourism Board |
3.40 pm | End of Day 2 |
EXHIBITION AGENDA DAY 1
28 June 2025
Time | Program |
11.00 am | Cultural Performance at Suria Entrance, Ground Floor |
12.00 pm | Cultural Performance, Traditional Games / Quiz |
3.30 pm | Cultural Performance. Traditional Games / Quiz |
EXHIBITION AGENDA DAY 2
29 June 2025
Time | Program |
10.30 am | Eco-Crafts and DIY Workshops Teach visitors how to make simple crafts or souvenirs using sustainable materials, led by local artisans. |
10.45 am | Pocket Talk by Muhammad Allim Bin Jamalludin, ECOSWED Initiative Title: From Experience to Impact: Lessons Learned in Community-Based Ecotourism |
11.00 am | Cultural Performance at Suria Entrance, Ground Floor |
11.00 am | Kids Colouring Competition (Category A: 5-8 years old and Category B: 9-12 years old) |
11.15 am | Pocket Talk by Michelle de la Harpe, Pertubuhan Inisiatif Daya Meraki Laut Sabah Title: Tourism with a Soul: Building Resilient Communities, One Experience at a Time |
11.45 am | Pocket Talk by Ahmad Firdaus Bin Shaik Omar, Mersing Tourism Association Title: From Experience to Impact: Lessons Learned in Community-Based Ecotourism |
1.00 pm | Cultural Performance, Traditional Games / Quiz |
3.00pm | Cultural Performance, Traditional Games / Quiz |