SABAH FEST 2026: A GOLDEN JOURNEY OF CULTURE, TOURISM & THE SABAH STORY

Launching gimmick marks official opening of Sabah Fest 2026 

Officials came together for the symbolic launching gimmick to mark the official opening of Sabah Fest 2026, held along Gaya Street.

Pictured from centre: The Honourable Datuk Jafry Bin Hj. Ariffin, Minister of Tourism, Culture & Environment Sabah; The Honourable Datuk Joniston Bangkuai, Assistant Minister to the Chief Minister of Sabah & Chairman of Sabah Tourism Board (left); Madam Rimi Repin, Deputy Permanent Secretary I of the Ministry of Tourism, Culture & Environment Sabah, representing the Permanent Secretary of the Ministry of Tourism, Culture & Environment Sabah (further left); Mr. Robert Lipon, Deputy Director General (Operations) of Kota Kinabalu City Hall (DBKK), representing the Mayor of DBKK (right); Datin Cleopatra Asing, Deputy Permanent Secretary II of the Ministry of Tourism, Culture & Environment Sabah (further right); Mr. Chong Wai Kit, Director of the Ministry of Tourism, Arts & Culture Malaysia (Sabah Office) (most left); and Mr. Julinus Jeffery Jimit, Chief Executive Officer of Sabah Tourism Board (most right).

There are celebrations that fill a calendar, and then there are celebrations that capture the soul of a destination.

On 29 August 2026, Kota Kinabalu became the stage for the launch of Sabah Fest 2026, a grand cultural celebration bringing together Sabah’s heritage, creativity, communities and contemporary spirit under one remarkable month-long programmed.

For Favstyle Media Magazine, the occasion was more than an event to cover. It was an invitation to witness Sabah telling its own story, through its people, traditions, artistry, flavors, performances and the generations carrying them forward.

Opening Speech by Chairman of Sabah Tourism Board and Assistant Minister to the Sabah Chief Minister, YB Datuk Joniston Bangkuai, reflected on a journey that has transformed Sabah from a destination celebrated primarily for its natural attractions into a sophisticated tapestry of culture, adventure, nature, heritage, gastronomy, events and community experiences.

Today, the Explore Sabah identity captures this evolving destination through three defining pillars: Culture, Adventure and Nature, with sustainability increasingly guiding the future of Sabah tourism.

Yet the story of Sabah tourism has never belonged to one institution alone. It's remarkable evolution has been shaped through enduring partnerships between government, tourism associations, industry players, communities, airlines, travel partners and, above all, the people of Sabah.

The anniversary celebration therefore became more than a golden milestone. It was a tribute to five decades of collective vision, dedication and collaboration.

The launch was officiated by YB Datuk Jafry Ariffin, Minister of Tourism, Culture and Environment Sabah, who highlighted the enduring importance of Sabah Fest as a platform for celebrating the state’s rich and diverse cultural heritage. Sabah Fest has been part of Sabah’s tourism calendar since 1988, evolving over the decades while remaining deeply rooted in the traditions that define the state.

50 Events. One Golden Journey.

This year carries an especially significant chapter.

Under the theme “50 Events, One Golden Journey,” Sabah Fest 2026 brings together 50 selected events from 29 August to 29 September 2026, spanning cultural performances, workshops, exhibitions, tourism experiences, community activities and collaborative programmed.

The celebration extends beyond Kota Kinabalu, with programmed taking place in Kudat, Kuala Lumpur, Sandakan and Tawau, creating a broader cultural journey that connects different places, communities and generations.

Cake-cutting ceremony at the launching of Sabah Fest 2026 in conjunction with Sabah Tourism Board's 50th anniversary 

It is a fitting celebration alongside the 50th anniversary of Sabah Tourism Board, marking not simply a milestone in history, but an opportunity to look towards the next 50 years of Sabah tourism.

Where Heritage Meets the Future

At the heart of Sabah Fest is a simple but powerful idea: culture is not something that belongs only in the past.

It lives in the way communities gather, the music passed from generation to generation, the food placed on the table, the craftsmanship of local artisans and the dances performed by young Sabahans.

And perhaps most importantly, the future of that culture belongs to the next generation.

YB Datuk Jafry Ariffin placed particular emphasis on young Sabahans and their role in bringing fresh creativity into music, arts, fashion, digital content, food and tourism experiences.

That vision gives Sabah Fest a distinctly contemporary character. Heritage is celebrated, but it is not placed behind glass. It is allowed to breathe, evolve and find new audiences.

A More Meaningful Kind of Tourism

Today's travelers increasingly seek more than destinations. They look for experiences, stories and human connections.

Sabah's cultural diversity offers precisely that.

A shared meal with a local community, a traditional craft learned from an artisan, the rhythm of a cultural performance or the story behind a long-held tradition can create memories that extend far beyond the photograph.

This is the kind of tourism Sabah aspires to cultivate: tourism that creates opportunities, strengthens communities and provides a platform for local entrepreneurs, artisans, performers, creatives and young talents.

Favstyle Media Magazine at Sabah Fest 2026

Favstyle Media Magazine - As the only lifestyle magazine was honored to be part of the Sabah Fest 2026 celebration, bringing its editorial lens to an occasion that beautifully reflects the cultural richness and contemporary energy of Sabah.

The event was also attended by MY KKCity's Omar Willie and Sabah KOL Media Alliance's Belinda Willie, further reflecting the growing role of media, digital creators and KOL communities in connecting Sabah's stories with wider audiences.

Representing Favstyle was Editor-in-Chief Mr Alfred Allen Ginsos, who is also the Founder of GO TAG - Malaysia.

For Favstyle, being present at Sabah Fest is part of a wider commitment to documenting the people, places, personalities, experiences and cultural moments that continue to shape Sabah's lifestyle landscape.

A Sabah Worth Celebrating

Sabah Fest 2026 arrives at a meaningful moment, leading into Hari Kebangsaan, Sabah Day and Hari Malaysia, occasions that celebrate the many identities, histories and communities that form Malaysia.

Sabah's diversity is perhaps its most distinctive signature.

Our diversity is not a division.

Our diversity is our identity.

And our diversity is our strength.

As Sabah looks towards another 50 years of tourism, the aspiration is not merely to remain known for its extraordinary natural beauty, biodiversity and cultural richness. It is to become a destination where tourism creates opportunity, communities' benefit, culture is respected, the environment is protected, and young people can build their future within the tourism and creative industries.

And that may be the most beautiful story Sabah Fest tells.

Not simply where Sabah has been.

But where Sabah is going.

Sabah Fest 2026.

Sabah, our culture, our people, our story.

Event coverage by Favstyle Media Magazine.