Challenges and Opportunities in Ecotourism Development among the Jakun Orang Asli Community in Kampung Tanah Abang

Ecotourism has been widely promoted as a sustainable development pathway for rural and Indigenous communities, combining environmental conservation with socio-economic empowerment. This study examines the challenges and opportunities in ecotourism development among the Jakun Orang Asli community in Kampung Tanah Abang, Johor, through the analytical lens of Community-Based Tourism (CBT), empowerment theory, and postcolonial ecotourism critiques. Using a qualitative case study approach, data were collected through semi-structured interviews, field observations, and document analysis, ensuring methodological triangulation and cultural sensitivity. The findings reveal a complex interplay between internal and external dynamics. Internally, the community demonstrates rich cultural heritage, ecological knowledge, and willingness to engage in tourism, but faces gaps in entrepreneurship skills, digital literacy, and intra-community cohesion. Externally, agencies and NGOs provide financial and technical support, yet imbalances in decision-making power and dependency risks limit long-term sustainability. Environmental threats, including deforestation, habitat degradation, and sedimentation in the Endau River, undermine tourism potential. Comparative insights from other Orang Asli CBT models, such as the Semai cooperative in Pahang, and international examples like MÄ ori tourism in New Zealand, highlight strategies for governance, market diversification, and cultural safeguarding. Quantitative indicators, including seasonal visitor flows and average homestay earnings, complement the qualitative analysis, offering a fuller picture of tourism’s economic impact. The study underscores the need for co-designed interventions, inclusive governance, and targeted capacity building—particularly in digital marketing and environmental stewardship—to ensure that ecotourism development benefits the Jakun community while preserving cultural integrity and ecological sustainability.