SABAHANS ABROAD MUST SERVE AS AMBASSADORS TO PROMOTE STATE'S CULTURE - JONISTON

MELAKA, May 10 May (Bernama) -- Sabahans living outside their home state have been urged to act as cultural ambassadors and promote Sabah’s beauty and heritage.

Sabah Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai said every Sabahan can help promote the state simply by sharing stories, food, dances, and attire from their homeland.

"Each time we share something about Sabah, that’s a form of valuable promotion,” he said in a statement.

Earlier he officiated the 2025 Kaamatan Festival organised by the Melaka branch of the Kadazandusun Cultural Association (KDCA) at Dewan Boon Leong, SMJK Tinggi Cina, here today. 

Also present was Sabah Cultural Board member and KDCA Youth Council chairman Steve Johnny Mositun.

He also urged Sabahans to adopt the spirit of “My Sabah, My Responsibility, My Pride,” as the growing celebration of Kaamatan outside the state under the inclusive theme “Kaamatan for All”.

Joniston noted that Kaamatan also provides a platform to promote domestic tourism and cultural understanding as Sabah recorded 3.14 million tourist arrivals last year, with over 923,000 in the first quarter of 2025.

He said, Sabah is intensifying efforts for Visit Malaysia Year 2026 by highlighting community-based tourism, family-friendly packages, and sustainable rural destinations.

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

KDCA Melaka chairperson Scholistika Chin echoed the sentiment, saying the celebration underscores their commitment to preserving and sharing Sabahan heritage. 

"The event featured cultural performances, food exhibitions, and the Unduk Ngadau pageant," he said. 

--BERNAMA