How durian tourism began in Sabah

KOTA KINABALU (Dec 18): Durian tourism in Sabah began not as a campaign, but as a conviction: that the state’s rich durian heritage, hardworking farmers, and unique rural landscapes could be transformed into a meaningful tourism experience while uplifting local communities.

This vision was first initiated by the Sabah Durian and Tropical Fruit Planters Association (MaSDa), a growers-led association representing durian and tropical fruit farmers across Sabah.

Recognising the growing global interest in durian and authentic agrotourism experiences, MaSDa took the early step to position durian not merely as a commodity, but as a tourism product that tells the story of Sabah’s land, people, and culture.

The idea gained momentum through strategic collaboration with Tourism Malaysia and the Sabah Tourism Board, whose support helped align farmer-led initiatives with the broader tourism ecosystem.

Together, these stakeholders saw the potential of durian orchards, seasonal harvests, farm stays, tasting experiences, and educational visits as a new pillar of Sabah’s tourism offering — one that complements nature, culture, and community-based tourism.

Central to this movement is the tireless effort of Johnny Ting, Vice Chairman of MaSDa and Agrotourism Director of the Association.

Tasked with outlining and developing the durian tourism framework for Sabah, Ting played a pivotal role in turning an idea into a structured initiative. From mapping durian-growing regions and engaging farmers, to conceptualising farm visit standards, seasonal tourism planning, and educational components, his work laid the foundation for what is now known as Sabah Durian Tourism.

“Durian tourism is not just about tasting fruit,” said Ting. “It is about connecting visitors to farmers, sharing knowledge, and creating sustainable income opportunities for rural communities, while preserving agricultural heritage.”

Further strengthening this initiative, MaSDa has recently released its latest guidebook titled Agrotourism – A Unique Sabah Farmland Experience Vol. 2 (2026–2027). This second volume builds upon the foundation laid by the inaugural edition published in 2024 and reflects the continued growth and maturation of Sabah’s agrotourism sector.

The guidebook features curated durian farms and agrotourism sites across Sabah, offering visitors practical information on farm experiences, seasonal activities, educational programmes, and local produce. It also serves as a marketing and reference tool for farmers, tour operators, and tourism stakeholders, helping to connect farmland experiences with domestic and international travellers.

Developed under the leadership of Ting, with the support of Tourism Malaysia and the Sabah Tourism Board, the guidebook underscores MaSDa’s commitment to structured, sustainable, and farmer-inclusive tourism development.

As part of efforts to showcase Sabah’s rich durian diversity, MaSDa also organised a Best Local Durian Contest in conjunction with the Sabah Durian Tourism Bazaar 2025, held on 14 December 2025. The contest aimed to highlight the quality and uniqueness of locally grown durians while introducing visitors to the wide range of varieties available in Sabah.

The competition attracted entries from local growers across the state, including cultivated and wild durian varieties native to Sabah. The winning entry was submitted by Tham Jin Vui, whose durian, aptly named “Keningau King,” impressed judges with its flavour profile, texture, and overall quality.

Beyond recognising excellence, the contest served an educational purpose — exposing tourists and the public to Sabah’s lesser-known durian varieties, including wild durians, and reinforcing Sabah’s identity as a diverse and authentic durian destination.

What began as a farmer-driven initiative has since evolved into a coordinated effort that brings together growers, tour operators, government agencies, and tourism promoters. Today, Sabah’s durian tourism highlights not only premium varieties, but also the stories of smallholders, the biodiversity of local orchards, and the educational value of agriculture for future generations.

The Sabah Durian and Tropical Fruit Planters Association remains committed to advancing durian tourism and agrotourism as a long-term pillar of Sabah’s economy — one that benefits farmers, strengthens rural livelihoods, and positions Sabah as a distinctive agrotourism destination.