Sabah's tourism players must come together to revive diving industry

By Olivia Miwil - May 12, 2020 @ 10:37am

Diving industry will thrive again provided tourism players work together in term of offering competitive price and efficient marketing strategy. - NSTP/Olivia Miwil

KOTA KINABALU: Solidarity among Sabah's tourism players is crucial in efforts to revive the industry, which has been hard hit by the Covid-19 pandemic.

"Covid-19 is affecting the whole world, and people are reluctant to travel due to fear of the virus.

"But this is not the end, and it will be a tough start, but all of us have to work it out together," said former Malaysia's ambassador for diving, Clement Lee.

The Sabah government recently reopened the domestic tourism sector, which includes accommodation providers, adventure and recreation activities, food and beverage outlets, and ticketing service providers.

The relaxation of the Movement Control Order (MCO) in Sabah also applies to diving activities for local enthusiasts.

Lee said that this is the time for stakeholders, particularly dive centres and resorts, to look into tapping local markets, offer competitive prices, and bank on effective online marketing strategies.

Following the resumption of recreational activities, Lee found that people are eager to golf – but operators have hiked rates, which will impede efforts to revive the industry.

"At the initial stage, which begins with the domestic market, I believe the main factor (in luring tourists) is pricing that is competitive and attractive, and that offers competitive packages – for example, a free one-night stay for a five-day dive trip.

"This is also the time for all tourism players to promote Malaysia first, followed by Sabah, and lastly their own operation, as the state slowly reopens the industry to the world," he said.

Sabah's top diving sites include the world-renowned Sipadan island, the Tunku Abdul Rahman park here, Mantanani waters in Kota Belud, the Tun Mustapha Park in Kudat, and Darvel Bay in Lahad Datu.

Lee, who regularly logs on to the Asia Dive Expo site, which is a community of marine experts and divers, said tourism players should leverage such websites to reach out to the world.

He said the Sabah Tourism Board could also use the same platform to assist diving sector operators to re-establish connections with tourists.

As for the new normal, the 70-year-old avid diver said that it is difficult to apply social distancing, handwashing and face mask-wearing to diving.

"Perhaps on the surface, or during coffee breaks, divers can maintain distancing and no close contacts. But dive operators must make clear to customers what the standard operating procedures are," Lee added.