Sabah culture inspires future visits

16 August 2025

SINGAPORE: The vibrant sights and sounds of Sabah captivated audiences at Marina Square on Saturday, as the Sabah Fest Singapore Edition 2025 brought North Borneo’s rich culture to life through music, dance, cuisine, and heritage.

Visitors enjoyed traditional performances, local food products, and artisan showcases that celebrated Sabah’s diverse ethnic traditions.

For Sabahans residing in Singapore, the event provided a meaningful opportunity to reconnect with their heritage, while Singaporeans had the chance to experience the state’s cultural wealth, many for the very first time.

The event was officially launched by Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai, alongside the Malaysian High Commissioner to Singapore, Dato’ Indera Azfar Mohd Mustafa.

In his speech, Joniston encouraged the Sabahan diaspora to actively promote the state as a premier travel destination and to help raise Sabah’s global profile.

“Singapore’s role as a regional hub and a key gateway for international travellers gives Sabah a significant advantage.

“With direct flights linking Singapore and Kota Kinabalu, Sabah is more accessible than ever. We aim to leverage this connectivity to attract even more visitors to explore our beautiful state,” he said, noting that over 13,000 Singaporeans visited Sabah between January and May this year.

Joniston, who also chairs the Sabah Tourism Board, described the event as an ideal introduction for first-time visitors, especially as Sabah gears up for Visit Malaysia 2026 with its own Explore Sabah campaign.

He extended an invitation to both Singaporeans and international travellers to experience Sabah in person by attending Sabah Fest 2025 in Kota Kinabalu next month (30 August – 30 September).

“For those discovering Sabah through this festival, we hope it inspires future visits. Beyond our iconic Mount Kinabalu and Sipadan, Sabah offers unique experiences in its charming towns, traditional villages, rich gastronomy, and warm communities.”

Both Joniston and Azfar praised the Sabah Trade and Tourism Office Singapore (STTOS) for leading the organisation of the Sabah Fest Singapore Edition, with strong support from Tourism Malaysia Singapore, MATRADE, DESA, Jetsin, and various travel partners.

“With robust partnerships, strategic connectivity, and the pride of Sabahans worldwide, we are well-positioned to welcome more visitors and ensure Sabah shines during Visit Malaysia 2026,” said Joniston.

Azfar added that the High Commission of Malaysia in Singapore is proud to support Sabah Fest 2025, as it aligns with their mission to strengthen bilateral ties through cultural exchange, tourism development, and economic cooperation.

Saturday’s event also marked the launch of the Stamp and Feel Sabah campaign—a stamp rally initiative encouraging Singaporean tourists to explore various destinations across Sabah.

Also in attendance were STTOS Managing Director Wendy Clare Stephen, alongside senior representatives from Tourism Malaysia and MATRADE.