Cultural welcome at KKIA marks Kaamatan Festival and gears up for Visit Malaysia 2026
Tourists arriving at KKIA receiving goodie bags from Tourism Malaysia.
KOTA KINABALU (May 30): In celebration of Sabah's iconic Kaamatan Festival and in anticipation of the Visit Malaysia 2026 (VM2026) campaign, Tourism Malaysia Sabah hosted a special welcoming event at Kota Kinabalu International Airport (KKIA), showcasing the richness of local culture and tradition to arriving travellers.
Throughout the day, 27 flights touched down during the event period, bringing in visitors from Seoul, Taipei, Singapore, Shenzhen, Hong Kong and across Malaysia.
An estimated 930 international and 4,933 domestic passengers were greeted with festive cheer and immersive cultural experiences.
Arriving guests were treated to traditional Magunatip (bamboo dance) and KadazanDusun performances, alongside tastings of local delicacies such as tapai (fermented glutinous rice), offering them an authentic slice of Sabah's heritage.
The event was officially launched with a symbolic gong-beating ceremony by Datuk Seri Tiong King Sing, Minister of Tourism, Arts and Culture. The celebration also featured a traditional winnowing of rice by distinguished guests and a Kulintangan music performance, encapsulating the spirit of the Kaamatan Festival.
Among the dignitaries present were Haryanty Abu Bakar, Director of Tourism Malaysia Sabah; Jefry Ramli, Senior Airport Manager of KKIA; Bobby Alex @ William, Marketing Manager of Sabah Tourism Board; Alex Chong, Deputy Chairman of MATTA Sabah Chapter; Vincent Sia, Chairman of the Malaysia Chinese Tourism Association (MCTA) Sabah Chapter; and Melanie Chu, Chairman of the Sabah Tourist Association (STA), along with representatives from various airlines.
Celebrated annually in May, the Kaamatan Festival honours the rice spirit Bambaazon and is a time for thanksgiving, unity and cultural pride among Sabah's indigenous communities. This initiative aligns with Tourism Malaysia's mission to enhance cultural tourism and elevate visitor experiences ahead of VM2026.
Malaysia's tourism industry continues to show robust recovery and growth. In 2024, the country welcomed 38 million international visitors — a 31.1 per cent increase from 2023 and 8.3 per cent above pre-pandemic levels in 2019. Visitor receipts surged to RM106.78 billion, marking a 43.7 per cent rise from 2023 and a 20 per cent increase over 2019.
The positive momentum has carried into 2025, with 13.4 million tourist arrivals recorded in the first four months — a 21 per cent year-on-year growth. The top ten visitor markets from January to April were Singapore, Indonesia, China, Thailand, India, Brunei, South Korea, the Philippines, Australia, and the United Kingdom.
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