Joniston (seated front, second right) at the opening of the Unilever Food Solutions Future Menu Chef Showcase 2025 at Hyatt Centric Kota Kinabalu.
KOTA KINABALU: Sabah is taking steps to strengthen its positioning as a destination where travellers can enjoy authentic culinary experiences alongside its rich natural and cultural attractions.
As part of ongoing efforts to diversify tourism offerings, Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai called on chefs to collaborate with the Sabah Tourism Board (STB) in positioning local food as a unique travel experience.
“As we look ahead to Visit Malaysia 2026, I encourage our chefs to play an active role in elevating gastronomy tourism.
“Work together with STB to showcase our cuisine and make it a reason for every traveller – local, domestic and international – to visit and experience our food culture,” he said.
Joniston, who is also Chairman of STB, also emphasised the value of involving rural communities in this effort.
He said that many of Sabah’s tourism experiences are anchored in rural destinations where authentic flavours and traditional cooking methods remain central to daily life.
“Our chefs have the skills and creativity to work with rural communities, helping them present local dishes in ways that highlight authenticity and sustainability,
“This collaboration can enhance visitor experiences while creating opportunities for rural tourism players to benefit from Sabah’s growing gastronomy scene,” he said.
Yesterday, Joniston launched the Unilever Food Solutions Future Menu Chef Showcase 2025 at Hyatt Centric.
The showcase highlighted emerging culinary trends such as Culinary Roots, Street Food Couture, Borderless Cuisine, and Diner-Designed Experiences, all of which demonstrate how tradition and innovation can coexist.
Joniston praised the chefs’ creativity and expressed hope that the Future Menu Chef Showcase would spark stronger collaboration between chefs, rural communities and tourism stakeholders.
Present were Unilever Food Solution Malaysia Executive Chef Nigel Lee and Sabah Chefs Association President Adrian Chong.
