Pairin launching Kaamatan Festival Invitation video at Sabah Pavilion during Matta Fair at MITEC Kuala Lumpur today.
KUALA LUMPUR: The Kaamatan Festival is being positioned as Sabah’s next major tourism attraction as the state strengthens its presence at the MATTA Fair held at Malaysian International Trade and Exhibition Centre (MITEC) here today.
Sabah Tourism Board (STB) is participating in the fair alongside 37 Sabah-based travel agents operating over 100 booths, offering a wide range of travel packages to boost early bookings, particularly for the upcoming Kaamatan season in May.
The focus on Kaamatan was highlighted today with the presence of Huguan Siou, Tan Sri Joseph Pairin Kitingan, who appeared in traditional Kadazan Dusun attire to launch the Kaamatan invitation video at Sabah Pavilion.
Jafry launching thr Explore Sabah destination video at Sabah Pavilion during Matta Fair at MITEC Kuala Lumpur today.
Earlier, Sabah Tourism, Culture and Environment Minister Datuk Jafry Ariffin launched the refreshed “Explore Sabah” destination brand as part of efforts to strengthen the state’s tourism positioning.
Jafry said “Explore Sabah” showcases the state’s unique offerings, including world-class natural attractions and community-based tourism experiences, as well as packages designed to complement the Kaamatan Festival, which is Sabah’s key cultural event.
“Kaamatan is one of Sabah’s strongest cultural assets and a major reason visitors plan trips to the state.
“The presence of Huguan Siou today emphasises the cultural significance of this harvest festival as a cornerstone celebration for our indigenous communities, while also enhancing its appeal among visitors seeking authentic cultural experiences,” he said.
He added that Kaamatan offers travellers an opportunity to engage more deeply with Sabah’s people, traditions, and way of life.
Celebrated annually across Sabah, Kaamatan features a month-long line-up of cultural performances, traditional rituals, local cuisine, and the Unduk Ngadau pageant, with the main highlights taking place on May 30–31.
With strong participation in the three-day MATTA Fair, which concludes on Apr 5, Sabah aims to convert visitor interest into confirmed bookings, particularly for the mid-year period anchored by Kaamatan.
Other packages offered include iconic destinations such as Kundasang for views of Mount Kinabalu, Semporna for island and diving getaways, as well as various nature and wildlife adventures.
At the Sabah Pavilion, a teaser for the upcoming “Visit Sabah 2027” campaign was also shown, providing 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; Ministry’s Permanent Secretary Datuk Josie Lai; and STB Chief Executive Officer Julinus Jeffery Jimit.
