Kaamatan Festival highlighted as Sabah’s key tourism draw at MATTA Fair

4 April 2026

KUALA LUMPUR: The Kaamatan Festival is being positioned as Sabah’s next major tourism draw as the state strengthens its presence at the MATTA Fair, held at the Malaysian International Trade and Exhibition Centre (MITEC) here.

The Sabah Tourism Board (STB) is participating in the fair alongside 37 Sabah-based travel agents, operating more than 100 booths and offering a wide range of travel packages aimed at boosting forward bookings, particularly for the upcoming Kaamatan season in May.

The focus on Kaamatan took centre stage today (April 4) with the presence of Huguan Siou, the paramount leader of the Kadazan-Dusun, Murut and Rungus communities, Tan Sri Joseph Pairin Kitingan, who appeared in traditional Kadazan-Dusun attire to launch the Kaamatan invitation video at the Sabah Pavilion.

Earlier, Sabah Minister of Tourism, Culture and Environment Datuk Jafry Ariffin launched the refreshed Explore Sabah destination brand as part of efforts to strengthen the state’s tourism positioning.

The Explore Sabah campaign highlights the state’s unique offerings, promoting its world-renowned natural attractions and community-based tourism experiences, including packages designed to complement the Kaamatan festival, Sabah’s premier cultural event.

“Kaamatan is one of Sabah’s strongest cultural assets and a key reason for visitors to plan their trips to the state.

“The presence of the Huguan Siou today underscores the cultural significance of this harvest festival as a cornerstone celebration for our indigenous communities, while also reinforcing its growing appeal among visitors seeking authentic cultural experiences,” said Jafry.

He added that Kaamatan offers travellers a valuable opportunity to engage more deeply with Sabah’s people, traditions and way of life.

Celebrated annually across the state, Kaamatan features a month-long programme of cultural performances, traditional rituals, local cuisine and the Unduk Ngadau pageant, with its main highlights taking place on May 30 and 31.

With strong participation at the three-day MATTA Fair, which concludes on April 5, Sabah aims to convert on-ground interest into confirmed travel bookings, particularly for the mid-year period anchored by Kaamatan.

Other packages on offer include visits to iconic destinations such as Kundasang for views of Mount Kinabalu, Semporna for island and diving getaways, as well as a variety of nature and wildlife experiences.

A teaser for the upcoming Visit Sabah 2027 campaign was also unveiled at the Sabah Pavilion, offering a preview of the state’s longer-term tourism direction.

Also present at the launch were Assistant Minister to the Chief Minister and STB Chairman Datuk Joniston Bangkuai; Assistant Minister of Tourism, Culture and Environment Dr Andi Mohd Shamsureezal Mohd Sainal; Permanent Secretary to the Ministry of Tourism, Culture and Environment Datuk Josie Lai; and STB Chief Executive Officer Julinus Jeffery Jimit.