How Regional Champions are Redefining Community-Based Tourism in Borneo

Quick Summary

• Digital Readiness Over Huts: The next phase of community-based tourism in Borneo must prioritize professional digital booking systems over physical infrastructure to capture modern markets.
• Authenticity as a Brand: Borneo’s competitive edge lies in living traditions, such as Penan cooperatives and organic farming, which large firms cannot replicate.
• Regional Networks: To survive, remote villages must stop acting as “islands” and instead form unified regional destinations to attract stable tourism volumes.

The GEF SGP National Conference 2026 marked a pivotal shift for community-based tourism in Borneo. For decades, the focus centered on small, isolated projects. However, a panel of experts from Sarawak and Sabah recently shared a new vision for authentic Borneo travel. They argued that the future of the region depends on protecting indigenous heritage through a shared regional destination strategy. As the moderator, Paradesa Borneo’s founder, JC Chua, used his 28 years of industry experience to highlight how remoteness can be transformed from a challenge into a unique asset for a beneficial tourism partner

Authenticity: Living the Daily Heritage

For the communities of the Upper Baram, competing with private firms is not about luxury. It is about unrivalled authenticity. Ms. Susianti Samuel, from the Upper Baram Cooperative, explained how five Penan villages now work together to share resources. “Our strength is the authentic experience of Penan culture,” she said. They even turn difficult 4×4 off-road travel into part of the adventure for guests.

This focus on daily life was shared by Ms. Juselin Marciano from Ulu Papar, Sabah. She urged a shift in mindset: travelers should see more than just Mount Kinabalu. Instead, they should experience the beauty of the forest and rivers through daily activities like rice farming and tending fish ponds. In her view, culture is not a performance; it is a lifestyle lived every day.

Conservation Through Community Protocols

Expertise in Borneo travel also requires a deep respect for indigenous rules. Ms. Felicia Martin, project manager for Kampung Longungan, explained that their success relies on strict trekking protocols. Visitors must trek with local hosts to ensure they respect the “spirit of the forest”. This model proves that conservation must come first. Without the virgin forest and its wildlife, the tourism product disappears.

Economic Impact and Youth Careers

These community-led efforts are already seeing results. Mr. Oswell Iiking reported that Kampung Kuyong has attracted over 600 visitors. They achieved this by marketing the village as a leader in 100% organic farming. Crucially, this success creates stable career paths for the next generation. “When youth see stable income, tourism becomes a viable career,” Oswell remarked. By training youth as “digital managers,” villages can stop young people from moving to cities.

The Digital Bridge

The most important debate of the conference focused on the “Digital Pipeline”. The leaders agreed that physical infrastructure is useless if guests cannot find or book it online. JC Chua introduced the “30-minute rule”: if a guest cannot book a tour on their phone quickly, the sale is lost.

To solve this, some communities use a “hybrid” model. For example, Susianti Samuel’s cooperative has a team member in Miri, Sarawak, who manages digital inquiries for remote villages that lack a signal. This ensures that community-based tourism (CBT) in Borneo meets “international quality” standards in communication.

Meet the Champions of Borneo’s Future

The expertise shared in this article comes from a panel of dedicated local leaders. Ms. Susianti Samuel manages finance and community projects in Upper Baram, Sarawak. Hailing from Papar, Ms. Juselin Marciano is a hospitality expert who coordinates field projects for the Ulu Papar cooperative in Sabah. The third Sabahan, Ms. Felicia Marisia Martin leads the Kampung Longungan project with a focus on indigenous rights. Mr. Oswell Iiking manages sustainable farming and community development in Sabah’s Kampung Kuyong. Together with JC Chua, they represent decades of grassroots leadership and travel industry experience.

Paradesa Borneo’s Community-Based Tourism Journey

At Paradesa Borneo, we are committed to this vision of a regional destination strategy. We believe travel should uplift communities and preserve traditions, from the Liberica coffee farms of Long Banga to the sape makers of Long Siut

By listening to these local voices, we are not just selling a tour. We are co-creating a sustainable future for Borneo. We invite you to join us on this journey—one where your visit helps protect a forest and empower a community.