Sabahans abroad should serve as cultural ambassadors

Joniston sampling food during the event

10 May 2025

MELAKA: Sabahans residing outside the state have been encouraged to serve as cultural ambassadors in promoting the beauty and uniqueness of Sabah.

Sabah’s Assistant Minister of Tourism, Culture and Environment, Datuk Joniston Bangkuai, made the call while officiating the 2025 Kaamatan Festival organised by KDCA Melaka at Dewan Boon Leong, SMJK Tinggi Cina Melaka.

“Every Sabahan can help promote the state as a preferred destination simply by sharing stories, showcasing our traditional food, attire, and dances,” he said.

“Each time we share something about Sabah, it serves as a valuable form of promotion.”

He urged Sabahans living outside the state to embrace the spirit of “My Sabah, My Responsibility, My Pride.”

In line with this year’s theme, “Kaamatan for All”, Joniston welcomed the growing celebration of Kaamatan beyond Sabah, including in Melaka.

“This demonstrates that culture and heritage are powerful bridges that unite people,” he said.

He added that Kaamatan is not only a celebration of a bountiful harvest but also an opportunity to introduce Sabah’s culture to others and support domestic tourism.

“We also hope our efforts to promote domestic tourism will contribute to greater national integration and mutual understanding,” he added.

Sabah recorded 3.14 million tourist arrivals last year, with over 923,000 visitors in the first quarter of 2025 alone.

As the state prepares for Visit Malaysia Year 2026, efforts are being intensified to promote community-based tourism, family-friendly packages, and rural destinations that are inclusive and sustainable.

“Our focus remains on Culture, Adventure, and Nature — the true pillars of Sabah’s tourism,” said Joniston.

Welcoming the minister’s remarks, KDCA Melaka Chairperson Scholistika Chin said that organising the Kaamatan celebration reflected their commitment to promoting Sabah’s rich cultural heritage.

She noted that Melaka is home to a sizeable Sabahan community, with over 300 individuals registered as members of KDCA Melaka.

The celebration featured the Unduk Ngadau pageant, traditional cultural performances, and exhibitions of Sabahan cuisine, beverages, and attire.

Joniston was accompanied by Sabah Cultural Board member and KDCA Youth Council Chairman, Steve Johnny Mositun.