Sabah culture takes the stage in Singapore to inspire future visits
SINGAPORE (Aug 17): The sights and sounds of Sabah took centre stage at Marina Square on Saturday, as the Sabah Fest Singapore Edition 2025 brought North Borneo's culture to life through music, dance, food and heritage. Visitors were treated to traditional performances, food products, and craft showcases that highlighted Sabah's diverse ethnic traditions.
For Sabahans living in Singapore, it was a moment to reconnect with their roots, while Singaporeans had the opportunity to discover the state's cultural richness for the first time.
The event was jointly launched by Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai and Malaysian High Commissioner to Singapore Dato' Indera Azfar Mohd Mustafa.
In his speech, Joniston called on the Sabah community abroad to play a role in promoting Sabah as a preferred travel destination and strengthening the state's visibility internationally. 'Singapore's position as a regional hub, the most important gateway for international travellers, offers Sabah a strong advantage.
'With direct flights between Singapore and Kota Kinabalu, Sabah is more accessible than ever, and we want to leverage this connectivity to attract more visitors to explore Sabah,' he said, adding that more than 13,000 Singaporeans visited Sabah between January and May this year.
Joniston, who is also chairman of Sabah Tourism Board, said the event was a perfect introduction for first-time visitors as Sabah prepares for Visit Malaysia 2026 with its own Explore Sabah campaign. He invited both Singaporeans and international travellers to experience Sabah first-hand by visiting Sabah Fest 2025 in Kota Kinabalu next month (Aug 30 – Sept 30).
'For those who discover Sabah through Sabah Fest, we hope it will inspire future trips, because beyond our iconic Mount Kinabalu and Sipadan, Sabah also offers unique experiences in its small towns, villages, gastronomy, and communities.'
Both Joniston and Azfar commended the Sabah Trade and Tourism Office Singapore (STTOS) for spearheading Sabah Fest Singapore Edition, with support from Tourism Malaysia Singapore, MATRADE, DESA, Jetsin and travel partners.
'With strong partnerships, strategic connectivity, and the pride of Sabahans worldwide, we are well prepared to welcome more visitors and ensure Sabah shines during Visit Malaysia 2026,' said Joniston.
Azfar said the High Commission of Malaysia to Singapore is proud to support Sabah Fest 2025 as it aligns with its mission to foster bilateral ties through cultural exchange, tourism promotion, and economic collaboration. The event on Saturday also marked the introduction of the 'Stamp and Feel Sabah' campaign, a stamp rally programme encouraging Singaporean tourists to explore various destinations across Sabah.
Also present were STTOS Managing Director Wendy Clare Stephen and senior officers from Tourism Malaysia and MATRADE.
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Sabah culture takes the stage in Singapore to inspire future visits
Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai checking out Sabah booth with Malaysian High Commissioner to Singapore Dato' Indera Azfar Mohd Mustafa (right) and STTOS Managing Director Wendy Clare Stephen. SINGAPORE (Aug 17): The sights and sounds of Sabah took centre stage at Marina Square on Saturday, as the Sabah Fest Singapore Edition 2025 brought North Borneo's culture to life through music, dance, food and heritage. Visitors were treated to traditional performances, food products, and craft showcases that highlighted Sabah's diverse ethnic traditions. For Sabahans living in Singapore, it was a moment to reconnect with their roots, while Singaporeans had the opportunity to discover the state's cultural richness for the first time. The event was jointly launched by Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai and Malaysian High Commissioner to Singapore Dato' Indera Azfar Mohd Mustafa. In his speech, Joniston called on the Sabah community abroad to play a role in promoting Sabah as a preferred travel destination and strengthening the state's visibility internationally. 'Singapore's position as a regional hub, the most important gateway for international travellers, offers Sabah a strong advantage. 'With direct flights between Singapore and Kota Kinabalu, Sabah is more accessible than ever, and we want to leverage this connectivity to attract more visitors to explore Sabah,' he said, adding that more than 13,000 Singaporeans visited Sabah between January and May this year. Joniston, who is also chairman of Sabah Tourism Board, said the event was a perfect introduction for first-time visitors as Sabah prepares for Visit Malaysia 2026 with its own Explore Sabah campaign. He invited both Singaporeans and international travellers to experience Sabah first-hand by visiting Sabah Fest 2025 in Kota Kinabalu next month (Aug 30 – Sept 30). 'For those who discover Sabah through Sabah Fest, we hope it will inspire future trips, because beyond our iconic Mount Kinabalu and Sipadan, Sabah also offers unique experiences in its small towns, villages, gastronomy, and communities.' Both Joniston and Azfar commended the Sabah Trade and Tourism Office Singapore (STTOS) for spearheading Sabah Fest Singapore Edition, with support from Tourism Malaysia Singapore, MATRADE, DESA, Jetsin and travel partners. 'With strong partnerships, strategic connectivity, and the pride of Sabahans worldwide, we are well prepared to welcome more visitors and ensure Sabah shines during Visit Malaysia 2026,' said Joniston. Azfar said the High Commission of Malaysia to Singapore is proud to support Sabah Fest 2025 as it aligns with its mission to foster bilateral ties through cultural exchange, tourism promotion, and economic collaboration. The event on Saturday also marked the introduction of the 'Stamp and Feel Sabah' campaign, a stamp rally programme encouraging Singaporean tourists to explore various destinations across Sabah. Also present were STTOS Managing Director Wendy Clare Stephen and senior officers from Tourism Malaysia and MATRADE.
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