Joniston (fifth left), Azlin (second left) and John (left) with participants from Brunei Darusalam.
KOTA KINABALU: The Sabah homegrown annual Cars and Urban Lifestyle Trend (CULT) Car Show is gaining popularity with participation from Brunei Darusalam, Peninsula Malaysia and Sarawak.
Its success highlights the rising importance of urban tourism in shaping Sabah’s dynamic travel landscape, said Sabah Tourism Board Chairman Datuk Joniston Bangkuai.
He said urban tourism events bring a new dimension to Sabah’s appeal by introducing creative and lifestyle-driven experiences that complement its well-known nature attractions.
“Events like CULT offer visitors a different side of Sabah that celebrates innovation, design, and community through experiential and contemporary platforms.
“It generates positive spillover effects by benefiting local businesses, hotels, workshops, and food outlets, while inspiring youth and entrepreneurs to take part in the tourism value chain,” he said at the opening of CULT 2025 at Merdeka Grand Mall here, on Sunday.
Joniston said the participation of more than 400 cars and visitors from Brunei reflects how lifestyle-based events can attract new market segments while strengthening Sabah’s position as a foward-looking destination.
The event also highlights the collaboration between industry players, creative partners, and sponsors such as YONO eWallet, demonstrating the role of local innovation in supporting tourism growth.
Joniston hoped that the successful homegrown CULT event would continue to gain wider attention and attract more international participation.
Present were CULT event director Azlin Awang Chee and CULT promotion director John Kong.
