Kaamatan highlighted as Sabah’s key tourism draw at Matta Fair
by Nancy Lai · Borneo Post OnlineKOTA KINABALU (April 4): The Kaamatan Festival is being positioned as Sabah’s next major tourism pull factor as the state steps up its presence at the Matta Fair at the Malaysian International Trade and Exhibition Centre (Mitec) in Kuala Lumpur.
Sabah Tourism Board (STB) is participating in the fair, bringing over 37 Sabah-based travel agents who are operating more than 100 booths, offering a wide range of travel packages aimed at driving forward bookings, particularly for the upcoming Kaamatan season this May.
The focus on Kaamatan was brought to the forefront today, with the presence of Huguan Siou (KadanzanDusun, Murut, and Rungus paramount leader) Tan Sri Joseph Pairin Kitingan, who appeared in traditional Kadazan Dusun attire to launch the Kaamatan invitation video at the Sabah Pavilion.
Earlier, Sabah Minister of Tourism, Culture and Environment Datuk Jafry Ariffin launched the refreshed ‘Explore Sabah’ destination brand as part of efforts to strengthen the state’s tourism positioning.
“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,” said Jafry in his remarks.
He added that Kaamatan could offer 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 and 31.
With strong participation at the three-day Matta Fair, which concludes today, Sabah is looking to convert on-ground interest into confirmed travel, particularly for the mid-year period anchored by Kaamatan.
Other packages offered are iconic attractions like Kundasang for Mount Kinabalu view, Semporna for island and diving getaway, as well as nature and wildlife adventures, among others.
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 Sabah Chief Minister and STB chairman Datuk Joniston Bangkuai; State Assistant Minister of Tourism, Culture and Environment Dr Andi Mohd Shamsureezal Mohd Sainal; permanent secretary to the State Ministry of Tourism, Culture and Environment Datuk Josie Lai; and STB chief executive officer Julinus Jeffery Jimit.