Sabah Tourism Board Embarks On Deaf-Friendly Initiative To Promote Inclusive Tourism
The world is making a better travel experience for everyone. In recent years, travel has evolved to be a more meaningful journey accessible to everyone, creating experience and genuine connection.
In the spirit of celebrating World International Deaf Day (28th September), Sabah Tourism Board (STB) is taking an important step forward to ensure everyone including deaf and hard of hearing community can feel truly welcome, especially among the Sabahan deaf community.
This year, Sabah Tourism Board has embarked on an initiative towards inclusivity by becoming a deaf-friendly organisation, aligning its efforts with the growing movement for accessible tourism.
Earlier this year, the Sabah Tourism Board (STB) partnered with the Sabah Society for the Deaf (SSD) and Politeknik Kota Kinabalu to organise a deaf inclusive event through Lampoopalooza.
Lampoopalooza is an annual music, lights, and arts event organised by the STB that aims to empower the community and promote positive awareness.
The event celebrated diversity and fostered an inclusive atmosphere, with the hope of triggering more inclusive events and empowering the deaf community by raising awareness about the importance of an inclusive culture.
During the event, STB staff and the members of the deaf community united to perform the opening show using sign language. The concerts were also accompanied by a sign language interpreter, enabling deaf and hard-of-hearing attendees to enjoy the event with the whole Kota Kinabalu community. The positive energy provided a totally wholesome new experience for guests, including international visitors to Kota Kinabalu.
Deaf students from the ‘Sijil Khas Operasi Katering’ at the Polytechnic Kota Kinabalu’s School of Tourism and Hospitality, also showcased their skills in food and beverages services by participating as vendors. Their participation gave them an opportunity, which empowered them to contribute confidently to the local tourism events.
These upskilling initiatives have enhanced STB’s customer service capabilities as the tourism board begins to receive deaf visitors during local travel fairs held across the couBeyond Lampoopalooza, STB has also implemented internal efforts to raise this awareness. STB has organised two batches of a basic sign language course, conducted in-house for its staff by trainers from SSD. A total of thirty-seven staff have now been trained to handle conversations in ‘Bahasa Isyarat Malaysia’ through a curated programme tailored to tourism needs.ntry.
Evidently, STB’s participation in the recent Matta Fair Kuala Lumpur and Johor Bahru, has connected the team with deaf visitors interested in learning more about Sabah. This gesture promotes deaf inclusivity within the Sabah Tourism pavilion, paving the way for the future of inclusive travel.
Additionally, the Sabah Tourism Board has conducted a deaf tour familiarisation trip in collaboration with the Sabah Tourist Guide Association (STGA). Thirty members from SSD took part in a half-day city tour and visited the Kota Kinabalu Wetland Ramsar Site. The tour has provided exposure and understanding of how a special needs tour is conducted.
These initial steps mark Sabah Tourism Board’s commitment to building a more inclusive and accessible tourism environment. In line with the ASEAN 2025 vision of a people-oriented and people-centred community, STB begins its journey towards creating tourism experiences that welcome and empower all visitors, including the deaf and hard-of-hearing community.
By embedding inclusivity into its core practices, from event planning and staff training to community partnership, STB is paving the way for a future where Sabah is not only a top travel destination but also positions itself as a growing model for accessible and inclusive tourism in the region and beyond.
Happy International Deaf Day!