Melaka: Sabahans living outside their home state have been urged to act as cultural ambassadors and promote Sabah's beauty and heritage. Sabah Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai emphasized the role of every Sabahan in promoting the state by sharing stories, food, dances, and attire from their homeland. "Each time we share something about Sabah, that's a form of valuable promotion," he said in a statement.

According to BERNAMA News Agency, Joniston made these remarks while officiating the 2025 Kaamatan Festival organized by the Melaka branch of the Kadazandusun Cultural Association (KDCA) at Dewan Boon Leong, SMJK Tinggi Cina. The event also saw the presence of Sabah Cultural Board member and KDCA Youth Council chairman, Steve Johnny Mositun.

Joniston urged Sabahans to embrace the spirit of 'My Sabah, My Responsibility, My Pride,' highlighting the inclusive theme 'Kaamatan for All' as the celebration of Kaamatan extends beyond the state. He noted that the festival provides a platform to promote domestic tourism and cultural understanding, with Sabah recording 3.14 million tourist arrivals last year and over 923,000 in the first quarter of 2025.

Sabah is intensifying its efforts for Visit Malaysia Year 2026 by focusing on community-based tourism, family-friendly packages, and sustainable rural destinations. "Our focus remains on Culture, Adventure, and Nature as the true pillars of Sabah's tourism," Joniston stated.

KDCA Melaka chairperson Scholistika Chin echoed Joniston's sentiments, expressing the celebration's commitment to preserving and sharing Sabahan heritage. "The event featured cultural performances, food exhibitions, and the Unduk Ngadau pageant," he added.