MELAKA: Sabahans living outside the State have been urged to act as cultural ambassadors in promoting Sabah’s beauty and uniqueness.
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai made the call when officiating the KDCA Melaka Kaamatan Festival here.
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He encouraged Sabahans to proudly share traditional food, attire, dances, and stories to help promote the state’s tourism.
Joniston said Kaamatan is more than a harvest celebration—it’s also a bridge for cultural exchange and domestic tourism growth.
With over 3.14 million tourist arrivals last year and rising figures in 2025, Sabah is focusing on inclusive, sustainable tourism ahead of Visit Malaysia Year 2026.
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