.jpg)
Kota Kinabalu: Sabah Fest 2026 returns as a month-long celebration from Aug 29 to Sept 29, featuring statewide roadshows, cultural showcases, interactive activities and 50 selected events highlighting Sabah’s diversity, traditions and local experiences.
Held under the theme “Cultural Extravaganza”, the festival will showcase Sabah’s heritage and creativity through programmes aimed at bringing communities and visitors closer to local traditions.
Organised by the Sabah Tourism Board (STB) through Sri Pelancongan Sabah, the festival will feature roadshows at selected locations, beginning at the STB office building here before moving to Sandakan, Tawau, Kudat and Kuala Lumpur.
The roadshows will include cultural performances, hands-on workshops and other activities, providing communities and visitors with opportunities to experience Sabah’s traditions.
The Kuala Lumpur showcase will also promote Sabah’s tourism offerings to travellers and audiences outside the state.
This year’s celebration is particularly significant as it coincides with STB’s 50th anniversary, marking five decades of promoting Sabah as a tourism destination.
Established in August 1976 as the Sabah Tourism Promotion Corporation (STPC), the agency was re-established as STB in November 1985 under the Ministry of Tourism, Culture and Environment, Sabah.
Over the past five decades, STB has promoted Sabah’s natural landscapes, biodiversity, communities and cultural heritage.
STB Chairman Datuk Joniston Bangkuai said Sabah’s diversity remained one of the state’s greatest strengths and continued to shape its appeal as a tourism destination.
“Sabah Fest provides an important platform to celebrate our communities, traditions and local experiences while creating opportunities for the tourism industry to work together in promoting what Sabah has to offer,” he said.
Bangkuai, who is also Assistant Minister to the Chief Minister, said the 2026 festival also reflected STB’s continued commitment to strengthening industry partnerships and creating meaningful experiences that benefit local communities.
As part of the celebration, 50 selected events and experiences will be featured across Sabah in collaboration with tourism stakeholders, organisations, communities, businesses and event organisers.
The programmes will include festivals, conferences, workshops, activities, tourism packages, special promotions, cultural experiences and exhibitions.
Event organisers interested in having their programmes featured can register through the Hello Sabah website.
Since its establishment in 1988, Sabah Fest has evolved from cultural showcases and theatrical productions based on local legends and folklore to open-concept celebrations and digital experiences.
The festival continues to serve as a platform connecting communities, industry partners and visitors through cultural and tourism experiences.
For more information, visit https://hellosabah.com/ or follow its social media channels.
