Kota Kinabalu: State Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the Sabah of the future is not only a destination recognised for natural beauty, biodiversity and cultural richness, but one where communities benefited from tourism.
“We also want Sabah to be recognised for something equally important: a destination where tourism creates opportunity.
“Where communities benefit. Where culture is respected. Where our environment is protected. Where young people have a future in the tourism and creative industries.
And where every visitor leaves with a story worth telling,” he said, when launching Sabah Fest 2026 in conjunction with the 50th anniversary of Sabah Tourism Board (STB) at the board’s historic headquarters at 51 Gaya Street, here, Saturday.
He said tourism was changing, with travellers today looking beyond places towards experiences they could feel, stories they could understand and connections they could remember.
Sabah’s cultural diversity, he said, was therefore one of its greatest strengths, as while its landscapes might inspire tourists to visit, it was often the people, culture and experiences they encountered that made Sabah memorable.
“This is the kind of tourism we want to encourage. Tourism that creates opportunities, strengthens communities and provides a platform for our local entrepreneurs, artisans, performers, creatives and young talents.
“Importantly, we want these opportunities to extend beyond our established tourism centres and reach communities across Sabah,” he said.
Jafry also called for greater involvement of young Sabahans in carrying the State’s cultural heritage forward, saying the next generation should not merely inherit traditions but have the freedom and opportunity to reinterpret them.
He said this could be expressed through music, arts, fashion, digital content, food and tourism experiences, ensuring Sabah’s heritage remained relevant to future generations.
Sabah Fest, which was introduced in 1988, has long provided a platform for the State’s diverse cultural heritage and has evolved to embrace contemporary expressions alongside traditional elements.
This year’s edition, carrying the spirit of “50 Events, One Golden Journey,” brings together 50 selected events between Aug 29 and Sept 29, including cultural performances, workshops, exhibitions, tourism experiences and community activities.
The celebration begins in Kota Kinabalu, with programmes also taking place in Kudat, Kuala Lumpur, Sandakan and Tawau.
Jafry said the month-long celebration was particularly timely as it coincided with the period leading into National Day, Sabah Day and Malaysia Day.
“Our diversity is not a division. Our diversity is our identity. And our diversity is our strength,” he said.
The celebration also marked a major milestone for STB, which has spent half a century promoting Sabah to domestic and international audiences.
Assistant Minister to the Chief Minister Datuk Joniston Bangkuai said the State’s tourism industry had transformed tremendously during that period, growing from a destination known mainly for natural attractions into one offering culture, adventure, nature, heritage, food, events and community experiences.
The STB Chairman said the Explore Sabah brand reflected how the State was now presented to the world, centred on culture, adventure and nature, with sustainability increasingly shaping its tourism direction.
Joniston also used the golden jubilee to set out his vision for 51 Gaya Street, saying the century-old STB headquarters and Gaya Street itself had the potential to become a recognised tourism landmark.
In his opening remarks, he noted that the location was already known as Sabah’s “Zero Kilometre” point, from which distances to the State’s districts are measured.
He said he hoped the address “51 Gaya Street” itself would eventually become synonymous with Sabah tourism, much like how “10 Downing Street” is immediately associated with the British Prime Minister’s office.
“The mention of 51 Gaya Street should tell us that this is where Sabah Tourism Board’s office is,” he said.
He described the building as more than a century old and envisioned 51 Gaya Street and Gaya Street becoming a landmark that visitors would experience and remember as part of their Sabah journey.
Looking towards STB’s next chapter, Joniston said the board would strengthen Sabah’s presence in key markets, promote a broader range of experiences and continue working with its partners to position the State as a destination of choice.
“We want visitors not only to come to Sabah, but to stay longer, explore more and discover the many stories and experiences across our state,” he said.
He said the next 50 years would present new opportunities and challenges, but expressed confidence that STB would continue moving forward in promoting Sabah to the world.
Also present were State Tourism, Culture & Environment Ministry Deputy Permanent Secretary I Rimi Repin, State Tourism, Culture & Environment Ministry Deputy Permanent Secretary II Datin Cleopatra Asing, Ministry of Tourism, Arts & Culture Malaysia (Motac) Sabah Director Chong Wai Kit, City Hall (DBKK) Deputy Director General (Operations) Robert Lipon, STB Chief Executive Officer Julinus Jeffery Jimit.
