Kota kinabalu: Sabah is intensifying efforts to promote the Kaamatan Festival as an international tourism product through strategic collaboration with various agencies and industry players to showcase the state's unique cultural heritage on the global stage. Deputy Chief Minister I Datuk Seri Dr Joachim Gunsalam emphasized the initiative's implementation through cooperation between the State Government, Sabah Tourism Board, Ministry of Tourism, Arts and Culture, and the Kadazandusun Cultural Association (KDCA).
According to BERNAMA News Agency, the effort has also been expanded through the participation of tourism industry players in international tourism exhibitions, the implementation of global digital campaigns, and collaborations with overseas travel agents. Dr Joachim, who is also the State-Level Kaamatan Festival organizing chairman, explained that through these strategic measures, Kaamatan is not only celebrated as the cultural heritage of Sabah's people but is also promoted as a premier tourism product capable of attracting more domestic and international visitors.
"The Kaamatan programme has also been enhanced with more inclusive elements that are friendly to international tourists. This includes the provision of bilingual promotional materials, international-standard cultural performances, and interactive experiences at cultural villages," said Dr Joachim. He spoke at the 2026 Sabah State-Level Kaamatan Festival opening ceremony, which was officiated by Prime Minister Datuk Seri Anwar Ibrahim and attended by Sabah Chief Minister Datuk Seri Hajiji Noor at Hongkod Koisaan, KDCA.
Dr Joachim stated that the initiative aims to provide opportunities for foreign visitors to see, understand, and experience first-hand the uniqueness of Sabah's traditions and ethnic diversity. He expressed the State Government's hope that the Kaamatan Festival would continue to grow as one of the leading cultural festivals at the international level, serving as a catalyst for the growth of the state's tourism sector and economy.
He further noted that this year's theme of "Kaamatan: Harvesting Unity, Celebrating Harmony," was highly appropriate and aligned with the aspirations of Visit Malaysia 2026 and preparations towards Visit Sabah Year 2027. Meanwhile, Dr Joachim expressed appreciation for the Prime Minister's presence at the celebration every year, saying it reflected the Federal Government's concern and focus on inclusive development, including the cultural development of every ethnic community in the country.
"The Prime Minister frequently goes to the ground himself to observe needs and listen to the concerns of the people in this state, including during his recent visit to Banggi Island," he added.