Sabah Tourism Board Wins Two Green and Geopark Excellence Awards of this Year for the Sustainable Tourism Marketing and CSR with Deaf Community Growth – Travel And Tour World

Report on Sabah Tourism Board’s Achievements in Sustainable Tourism at the Green and Geopark Excellence Awards 2025

1.0 Introduction

The Sabah Tourism Board (STB) has received two significant accolades at the Green and Geopark Excellence Awards 2025, held at the Langkawi International Convention Centre. These awards, organized by the Langkawi Development Authority (LADA) in collaboration with UNESCO, underscore Sabah’s commitment to integrating the United Nations Sustainable Development Goals (SDGs) into its tourism strategy. The recognition highlights the board’s success in sustainable marketing, social inclusion, and corporate social responsibility (CSR), positioning Sabah as a leader in responsible tourism within the region.

2.0 Award Recognition and International Significance

STB was presented with two awards by the Housing and Local Government Minister, Nga Kor Ming, recognizing distinct areas of excellence that align with global sustainability benchmarks.

1. Best Sustainable and Inclusive Marketing Campaign: Awarded for marketing strategies that promote responsible tourism and reflect the diversity of Sabah’s communities.
2. Best Corporate CSR Project Award: Awarded for the ‘Lampoopalooza’ initiative, a project focused on enhancing communication and inclusion for the Deaf community.

The involvement of UNESCO lends significant international credibility to these awards, affirming that STB’s initiatives are consistent with global principles of heritage conservation, cultural diversity, and sustainable development.

3.0 Alignment with Sustainable Development Goals (SDGs)

The achievements of the Sabah Tourism Board directly contribute to several key SDGs, demonstrating a holistic approach to tourism development.

• SDG 8: Decent Work and Economic Growth: The focus on community-based tourism and support for local entrepreneurs in marketing campaigns promotes sustainable economic growth and decent work for all (Target 8.9).
• SDG 10: Reduced Inequalities: The ‘Lampoopalooza’ project and inclusive marketing efforts actively work to reduce inequalities by ensuring the inclusion of persons with disabilities and marginalized communities in the tourism sector.
• SDG 11: Sustainable Cities and Communities: By making tourism more accessible and promoting the safeguarding of cultural and natural heritage, STB contributes to creating inclusive and sustainable communities.
• SDG 12: Responsible Consumption and Production: The promotion of responsible travel behavior encourages sustainable consumption and production patterns within the tourism industry.
• SDG 17: Partnerships for the Goals: The collaboration with UNESCO and local entities such as the Sabah Society for the Deaf exemplifies the multi-stakeholder partnerships necessary to achieve the SDGs.

4.0 Analysis of Award-Winning Initiatives

4.1 Sustainable and Inclusive Marketing Campaign

The award for Best Sustainable and Inclusive Marketing Campaign recognizes STB’s strategic shift from conventional destination promotion to a narrative centered on responsibility and inclusivity. This approach directly supports SDG 8 and SDG 10 by:

• Emphasizing responsible travel behavior, respect for indigenous cultures, and support for community-based tourism enterprises.
• Ensuring marketing materials represent diverse groups, including different age groups, local entrepreneurs, and persons with disabilities.
• Directing economic benefits to a wider segment of the population, including smaller businesses, homestays, and local guides, thereby fostering equitable economic growth.

4.2 Lampoopalooza CSR Project: Enhancing Inclusion for the Deaf Community

The ‘Lampoopalooza’ initiative, awarded Best Corporate CSR Project, is a targeted program developed with the Sabah Society for the Deaf. This project is a practical application of SDG 10, focusing on the inclusion of persons with disabilities. Key impacts include:

• Improving communication channels between tourism frontliners and members of the Deaf community, enhancing their travel experience and safety.
• Building practical skills among tourism staff, moving beyond symbolic outreach to tangible capacity-building.
• Reinforcing accessibility as a core component of sustainable tourism, which benefits a broader range of visitors, including older adults and families.

5.0 Long-Term Impact and Strategic Outlook

The recognition at the Green and Geopark Excellence Awards 2025 provides a significant reputational boost for Sabah as a destination committed to the SDGs. This sets a framework for future tourism development, where sustainability and inclusion are central to project design and evaluation. The awards validate a tourism model that balances economic objectives with environmental protection and social equity. Moving forward, this success can be leveraged to attract further partnerships, develop more eco-friendly and inclusive tourism products, and solidify Sabah’s position as a resilient and responsible destination aligned with global sustainability targets.

Analysis of Sustainable Development Goals in the Article

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 8: Decent Work and Economic Growth

  The article highlights the promotion of sustainable tourism that supports local economies. It mentions channeling spending into “smaller businesses, homestays, local guides and handicraft producers,” which contributes to creating decent work and fostering local economic growth.

• SDG 10: Reduced Inequalities

  This is a central theme, demonstrated by the “Best Corporate CSR Project Award” for the “Lampoopalooza initiative.” This project focuses on strengthening communication with the Deaf community, promoting social inclusion, and ensuring people with disabilities can participate in and enjoy tourism. The article explicitly discusses “disability inclusion in tourism.”

• SDG 11: Sustainable Cities and Communities

  The article emphasizes the importance of safeguarding Sabah’s “rich biodiversity and cultural heritage.” The awards, organized in cooperation with UNESCO, recognize efforts to protect and promote this heritage through responsible tourism, which aligns with making communities more sustainable.

• SDG 12: Responsible Consumption and Production

  The focus on “sustainable tourism,” “responsible travel behaviour,” and developing “eco-friendly tours” directly relates to promoting sustainable consumption and production patterns within the tourism industry.

• SDG 15: Life on Land

  The article mentions Sabah’s reputation for its “rainforests… and wildlife” and the goal of its tourism model to protect these natural assets. The “Green and Geopark Excellence Awards” further underscore the commitment to conserving terrestrial ecosystems.

• SDG 17: Partnerships for the Goals

  The article showcases multiple partnerships: the Sabah Tourism Board’s collaboration with the Sabah Society for the Deaf for the Lampoopalooza project, and the awards event itself, which was a cooperation between LADA and UNESCO, bringing together government, tourism organizations, and sustainability advocates.

2. What specific targets under those SDGs can be identified based on the article’s content?

• Target 8.9: “By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products.”

  The article directly supports this target by describing how Sabah’s strategy encourages “support for community-based tourism,” “respect for local cultures,” and channeling revenue to “local guides and handicraft producers.”

• Target 10.2: “By 2030, empower and promote the social, economic and political inclusion of all, irrespective of age, sex, disability, race, ethnicity, origin, religion or economic or other status.”

  The Lampoopalooza initiative, which focuses on including the Deaf community in tourism, is a clear example of action towards this target. The article states the project makes it “easier for Deaf visitors to feel confident navigating the destination.”

• Target 11.4: “Strengthen efforts to protect and safeguard the world’s cultural and natural heritage.”

  The article’s reference to Sabah’s “rich biodiversity and cultural heritage” and the UNESCO-backed awards for managing and promoting tourism in a way that respects this heritage directly aligns with this target.

• Target 12.b: “Develop and implement tools to monitor sustainable development impacts for sustainable tourism that creates jobs and promotes local culture and products.”

  The “Best Sustainable and Inclusive Marketing Campaign” award recognizes Sabah’s efforts to create marketing that promotes “responsible travel behaviour” and repositions the state as a destination for meaningful engagement with nature and culture, which is a tool for promoting sustainable tourism.

• Target 15.1: “By 2020, ensure the conservation, restoration and sustainable use of terrestrial and inland freshwater ecosystems and their services, in particular forests, wetlands, mountains and drylands, in line with obligations under international agreements.”

  The article’s concluding remarks state that Sabah’s tourism growth is guided by “how well it protects its rainforests… and wildlife,” linking tourism development directly to the conservation of terrestrial ecosystems.

• Target 17.17: “Encourage and promote effective public, public-private and civil society partnerships, building on the experience and resourcing strategies of partnerships.”

  The collaboration between the Sabah Tourism Board (a public body) and the Sabah Society for the Deaf (a civil society organization) for the Lampoopalooza project is a perfect illustration of this target in action.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

• For Target 8.9: The article implies indicators such as the number of community-based tourism enterprises supported, the increase in revenue for local businesses (“smaller businesses, homestays, local guides and handicraft producers”), and the development of new eco-friendly and inclusive tour packages.
• For Target 10.2: A direct indicator is the implementation of the “Lampoopalooza initiative.” Progress can be measured by the number of “tourism frontliners” trained in communication with the Deaf community and qualitative feedback from Deaf travelers about their improved experience.
• For Target 11.4: The winning of the “Green and Geopark Excellence Awards” serves as a qualitative indicator of successful efforts in heritage protection. The existence of marketing campaigns emphasizing “respect for local cultures” is another measurable action.
• For Target 12.b: The creation and dissemination of “inclusive visuals and messages” in marketing campaigns that promote “responsible travel behaviour” is a specific, observable indicator of implementing tools to foster sustainable tourism.
• For Target 15.1: The management and promotion of Geoparks, as recognized by the awards, is an indicator of conservation efforts. Policies that link tourism development assessments to “environmental safeguards” are also a key indicator.
• For Target 17.17: The number and nature of collaborative projects, such as the partnership between the Sabah Tourism Board and the Sabah Society for the Deaf, serve as a direct indicator of successful multi-stakeholder partnerships.

4. Table of SDGs, Targets, and Indicators

Source: travelandtourworld.com