Sabah is positioning the Kaamatan Festival as the next major tourism pull at the Matta Fair at the Malaysian International Trade and Exhibition Centre (MITEC) in Kuala Lumpur.
The Sabah Tourism Board (STB), together with 37 Sabah-based travel agencies involving more than 100 booths, is participating in the fair, offering a wide range of travel packages, including those for the Kaamatan season in May.
Huguan Siou Tan Sri Joseph Pairin Kitingan launched the Kaamatan invitation video at the Sabah Pavilion.
Tourism, Culture and Environment Minister Datuk Jafry Ariffin, meanwhile, launched the refreshed “Explore Sabah” destination brand to strengthen the state’s tourism positioning.
The brand highlights Sabah’s world-renowned natural attractions and community-based tourism experiences, including packages designed to complement the Kaamatan festival.
“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 highlights 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,” Jafry said.
He added that Kaamatan offers travellers an opportunity to engage more deeply with Sabah’s people, traditions and way of life.
Kaamatan, an annual celebration in Sabah, features a month-long line-up of cultural performances, traditional rituals, local cuisine and the Unduk Ngadau pageant finale on May 30 and 31.
Sabah is looking to convert on-ground interest into confirmed travel bookings, particularly for the mid-year period anchored by Kaamatan, during the Matta Fair from April 4 to 6.
Other packages on offer include Kundasang for views of Mount Kinabalu, Semporna for island and diving getaways, as well as nature and wildlife adventures.
A teaser of the upcoming Visit Sabah 2027 campaign was also shown 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 Tourism, Culture and Environment Minister Dr Andi Mohd Shamsureezal Mohd Sainal; Permanent Secretary Datuk Josie Lai; and STB chief executive officer Julinus Jeffery Jimit.
