Datuk Joniston Bangkuai sampling traditional food at the Kaamatan Festival in Melaka, while joined by KDCA Melaka chairperson Scholistika Chin (right), and Sabah Cultural Board member and KDCA Youth Council chairman Steve Johnny Mositun (left).
MELAKA : – Sabahans living outside the stateve been urged to act as cultural ambassadors in promoting Sabah’s beauty and uniqueness.
Sabah Assistant Minister of Tourism, Culture and Environment Datuk Joniston Bangkuai made the call when officiating the 2025 Kaamatan Festival organised by KDCA Melaka at the Dewan Boon Leong, SMJK Tinggi Cina Melaka.
“Every Sabahan can help promote the state as a preferred destination simply by sharing stories, our traditional food and attire or dances from our homeland.
“Each time we share something about Sabah, that’s a form of valuable promotion,” he said.
He implored Sabahans abroad to adopt 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 outside Sabah, including in Melaka.
“This shows that culture and heritage are strong bridges that unite people,” he said.
He added that Kaamatan is not only about celebrating a good harvest but also a platform to introduce Sabah’s culture to others and support domestic tourism.
“We also hope that our efforts to promote domestic tourism will contribute towards enhancing national integration and understanding,” he added.
Sabah recorded 3.14 million tourist arrivals last year, with over 923,000 in the first quarter of 2025 alone.
As the state gears up for Visit Malaysia Year 2026, Sabah is intensifying its efforts 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,” Joniston said.
Welcoming Joniston’s suggestion, KDCA Melaka chairperson Scholistika Chin said organising the Kaamatan celebration was part of their commitment to promote Sabah’s rich cultural heritage.
She noted that there is a sizeable Sabahan community in Melaka, with over 300 individuals registered as KDCA Melaka members.
The celebration featured the Unduk Ngadau pageant, traditional cultural performances, and exhibitions of Sabahan food, drinks, and attire.
Accompanying Joniston was Sabah Cultural Board member and KDCA Youth Council chairman Steve Johnny Mositun.
