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Sabah showcases cultural pride and unity in Jelajah Sabah 2025
Mohd Syahrul Mansur receives the motorcycle during Jelajah Sabah.
KOTA KINABALU (June 24): Jelajah Sabah 2025 proudly celebrated the spirit of community, culture and tourism — with strong backing from the Ministry of Tourism, Culture and Environment Sabah — further reinforcing Sabah's identity as one of Malaysia's must-visit travel destinations.
Norseti Setini Binti Stil from Kota Kinabalu and Mohd Syahrul Mansur (Tawau), who officially completed their road registrations, each won the main prize of a motorcycle.
Organised by Discover Sabah Digital Sdn Bhd, Jelajah Sabah 2025 concluded triumphantly this May after a vibrant series of cultural and tourism-centric events held across Sabah. The campaign was led with unwavering support from Tourism, Culture and Environment Minister Datuk Seri Panglima Christina Liew, whose dedication from the outset helped drive the program's success.
The journey began in Tawau from May 16–18 at Kubota Square, where the launch was officiated by Tawau member of parliament Datuk Lo Su Fui, JP.
In collaboration with the Tawau Municipal Council, a special cultural excursion to Kampung Balung Kokos was included — providing guests with a rich, authentic village experience and direct engagement with the local community.
This cultural journey was captured using Virtual Reality (VR) — allowing others to explore the village's beauty from anywhere. After delivering his opening address, Lo donned the VR headset, becoming one of the first to explore the digital tour. Local artists including Pink, as well as performers and visitors, echoed the sentiment: it was their first time touring with VR — a groundbreaking addition that was later brought to Kota Kinabalu as well.
There, Tindarama Datuk Joanna Datuk Kitingan, who officiated the closing ceremony, experienced the same VR journey after her speech — symbolizing unity and innovation in cultural preservation.
The celebration continued in Kota Kinabalu from May 23–25, where Joanna remained a central figure throughout the festivities, representing cultural leadership and her continuous support for Sabah's creative tourism growth.
Next, the series culminated in Aramai Fest, held from May 29 May to June 2 at ITCC Shopping Mall, Penampang. This dynamic event featured a celebration of local arts, cuisine, entrepreneurship, and a career fair in collaboration with the Labour Department and Social Security Organisation — offering job seekers a valuable platform to connect with recruiters and explore career opportunities.
The entire Jelajah Sabah series spotlighted the rich cultural diversity of Sabah, with more than 12 traditional tribal performances captivating audiences. Each performance included live storytelling by the well-versed tribal leaders who explained the meaning behind their dances, costumes and cultural traditions — proudly sharing their heritage.
Attendees were even invited to join the dancers on stage, fostering deeper engagement and cultural appreciation.
All performances were broadcast live by Kita Connect Media, enabling real-time sharing of Sabah's vibrant cultural scenes with the world.
With thousands of attendees, impactful programming, and widespread social engagement, Jelajah Sabah 2025 successfully promoted Sabah's cultural treasures, empowered local communities, bridged public and government engagement, and paved the way for future tourism growth.
