SHAH ALAM, Nov 9 — In the northern reaches of Selangor, the scenic beauty of paddy fields — particularly in Sungai Besar — not only captivates the eye but also opens new opportunities for rural communities to earn a living through village-based tourism.
Behind the calm green landscape lie the success stories of local residents who have harnessed the potential of rural tourism as a source of income and a driver of the local economy.
As the largest paddy-growing area in the state and the second-largest in Malaysia, Sungai Besar in the Sabak Bernam district is now known not only for its rice yields but also as an emerging community-based tourism destination attracting both local and international visitors.
The charm of the countryside, traditional culture, and warm hospitality of the residents have become the main attractions revitalising the local economy.
Villagers who once relied solely on paddy farming are now earning income through tourism-related activities and small-scale entrepreneurship, including selling traditional food, handicrafts, and providing homestay services.
Homestay operator Fairul Nazz Ibrahim, 51, said rural tourism not only showcases the beauty of paddy fields but also creates new economic opportunities for residents.
“The Javanese and Banjar communities around Sabak Bernam no longer depend entirely on paddy harvests. Many have started producing traditional cakes and biscuits to sell to tourists, and we help market these products through our homestays,” he said.
Homestays now serve as collection and sales hubs for village products and as essential platforms for introducing local crafts to visitors.
Alongside this, traditional arts and cultural activities, including silat, kompang, mengkuang weaving, and hand-painted batik, have been revived to enhance the visitor experience.
“For example, the terendak or farmer’s hat, once sold cheaply to locals, can now fetch three to four times the price from tourists.
“Beyond crafts, every tourism programme also provides paid opportunities for participating residents, increasing their household income,” Fairul said.
Pasar Palung as the local economy's new heartbeat
He added that every Saturday evening, residents organise Pasar Palung, a mini cultural market featuring local crafts, traditional attire, and village delicacies.
“In just two to three hours of trading, a single stall can earn between RM600 and RM800 — far exceeding the returns from paddy harvesting, which takes months. Even operating once a week can cover a household’s expenses,” Fairuz said.
The Annaz Cottage operator noted that foreign tourist arrivals have increased by more than 50 per cent since the promotion of community-based tourism intensified under the Visit Selangor Year 2025 (VSY2025) campaign.
“In 2023, most visitors were domestic tourists from Kuala Lumpur and Selangor. But since 2024, following promotional efforts and familiarisation trips by Tourism Selangor and Tourism Malaysia, the number of foreign tourists has grown significantly.
“As of September this year, international visitors have already outnumbered local ones,” he said.
Rural entrepreneurs gain additional income
Meanwhile, rural entrepreneur Norleha Saderi, 40, said she earns up to RM1,000 a month by selling coconut-based traditional cakes to tourists.
“The unique flavours of traditional kuihs are the main draw. Rural tourism not only preserves our ancestral heritage but also provides us with a steady source of income,” said the Faleayna Enterprise owner.
Norleha hopes community-based tourism will continue to be strengthened, as it not only opens up new business opportunities but also encourages more rural youth to venture into entrepreneurship.
“Alhamdulillah (God be praised), selling products to homestay visitors has helped supplement our income. I hope the rural tourism industry continues to grow, strengthening the local economy and reducing youth migration to cities.
“The VSY2025 campaign has also helped stimulate the sector by attracting more domestic and international visitors to Sabak Bernam, introducing the uniqueness of village products to a wider audience,” she said.
Supplementary income reaching RM1,500 a month
Meanwhile, Kampung Parit 8 Timur Village Development and Security Committee chairman Mohamad Azizol Fitri Satibi, 32, said community-based tourism has brought prosperity to residents, with many now earning extra income from selling local products to tourists.
He personally earns up to RM1,500 a month by selling the traditional toasted coconut snack sagon, marketed via homestay programmes.
“Each month, we supply around 150 to 200 containers of sagon. Homestays are the best medium for promoting local products. When tourists visit, they do not just enjoy the village atmosphere; they also buy our handmade goods,” he said.
Azizol opined that the community tourism model should be expanded to more rural areas across Selangor, given its vast potential in generating income for villagers.
“I strongly encourage residents to get involved in community-based enterprises because you never know, some guests may be representatives from agencies that can help market local products.
“Homestays usually receive many visitors on weekends and public holidays. For example, at Annaz Cottage, when a tour bus arrives, at least half the visitors end up buying our local products.
“Alhamdulillah, demand is always there, proving that rural tourism can become a viable source of income for rural communities,” said the entrepreneur, who has been marketing his Sagon Warisan Bonda brand through local homestays for the past two years.
According to the latest Tourism, Arts, and Culture Ministry data, there are currently 236 registered homestays in Selangor under the Malaysian Homestay Experience programme as of July this year.
