Kota Kinabalu: Sabah’s tourism industry should create opportunities for communities, entrepreneurs and young people while protecting the State’s culture and environment, said Tourism, Culture and Environment Minister Datuk Jafry Ariffin.
He said visitors today were increasingly seeking meaningful experiences and connections, making Sabah’s cultural diversity one of its greatest tourism strengths.
Jafry said this at the launch of Sabah Fest 2026, held in conjunction with Sabah Tourism Board’s (STB) 50th anniversary at 51 Gaya Street, here, Saturday.
Sabah Fest features 50 selected events from Aug 29 to Sept 29.
STB Chairman Datuk Joniston Bangkuai said Sabah had evolved from a destination known mainly for natural attractions into one offering culture, adventure, heritage, food, events and community experiences.
He also envisioned the century-old 51 Gaya Street STB headquarters becoming a recognised tourism landmark, while saying the board would continue working to attract visitors to stay longer and explore more of Sabah.
