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Home » AIRLINE NEWS » Malaysia Puts Cultural Heritage Center Stage By Hosting Traditional Welcome Event At Sabah Airport During Kaamatan Festival, Gearing Up For A New Chapter In Travel Industry Through ‘Visit Malaysia 2026’ Wednesday, June 4, 2025Malaysia puts its rich cultural heritage front and center by transforming Sabah’s main airport into a live celebration of tradition during the Kaamatan Festival, offering thousands of arriving travelers a vibrant welcome filled with indigenous music, dance, and local cuisine—an experience designed not only to honor Sabah’s roots but to spark emotional connections with visitors as the country accelerates its push toward a culture-driven tourism revival through the upcoming Visit Malaysia 2026 campaign.Sabah embraced the festive spirit with a grand cultural welcome as Malaysia intensified preparations for its Visit Malaysia 2026 campaign. At the center of this vibrant showcase, Kota Kinabalu International Airport came alive with traditional music, dance, and local cuisine, offering travelers an unforgettable first impression during the colorful celebration of the Kaamatan Festival.As part of this special initiative, 27 inbound flights arrived throughout the day, carrying an estimated 930 international travelers and 4,933 domestic passengers. Flights came in from major regional cities such as Seoul, Taipei, Singapore, Shenzhen, and Hong Kong, as well as destinations across Malaysia. For many visitors, their first step into Sabah became a memorable immersion into the state’s living traditions and cultural pride.As travelers stepped off their flights, they were met with an energetic display of Sabah’s indigenous heritage through live cultural performances. The iconic Magunatip, or bamboo dance, filled the space with rhythmic intensity and vibrant movement, setting a joyful tone. Performers in striking traditional attire turned the airport into more than just a transit hub—it became a lively introduction to the cultural soul of Sabah.In addition to the performances, guests were invited to sample local delicacies—most notably tapai, a fermented glutinous rice treat long associated with festivals and traditional ceremonies. These culinary offerings provided a deeper layer of sensory experience, connecting visitors not just with Sabah’s sights and sounds, but with its tastes and stories as well.Musicians played traditional instruments like the Kulintangan, creating a resonant soundscape that echoed the values of harmony and unity celebrated during Kaamatan. Ceremonial displays, including symbolic rice winnowing and rhythmic gong strikes, helped further demonstrate the significance of this season in Sabah’s cultural calendar.Held every May, the Kaamatan Festival serves as a powerful celebration of gratitude and unity for Sabah’s indigenous communities, especially the KadazanDusun people. Rooted in ancient traditions, the festival honors the rice spirit—a revered symbol of nourishment and life. It marks a season of thanksgiving for the harvest, a chance to reconnect with ancestral heritage, and a joyful gathering of community. In recent years, Kaamatan has also emerged as a vibrant attraction for cultural tourism, opening its doors to visitors eager to witness and engage with these living traditions.This year’s airport event embraced that role fully. By turning Kaamatan into a welcoming experience for arriving passengers, Sabah delivered on its goal of blending tradition with tourism in a way that feels both respectful and engaging. Travelers didn’t simply pass through immigration—they entered a living celebration.This effort ties seamlessly into Malaysia’s nationwide tourism goals, especially as the country ramps up preparations for Visit Malaysia 2026. Alongside investments in infrastructure and marketing, there’s a growing emphasis on celebrating local culture. Sabah stands at the forefront of this movement, showcasing its distinctive mix of scenic landscapes, indigenous traditions, and genuine hospitality to help shape a more immersive and meaningful travel experience.Malaysia’s tourism sector has staged an impressive recovery over the past few years. By 2024, the country recorded 38 million international visitor arrivals, marking a 31.1% rise from 2023 and surpassing 2019’s pre-pandemic figures by 8.3%. This rebound wasn’t just visible in footfall—tourism earnings soared to RM106.78 billion, up 43.7% from the previous year and 20% above 2019 levels. These numbers highlight not just a return to form, but a tourism industry now performing stronger than ever.The positive momentum has carried into 2025. In just the first four months of the year, Malaysia recorded 13.4 million international arrivals, marking a 21% year-on-year rise. The top ten source markets between January and April include Singapore, Indonesia, China, Thailand, India, Brunei, South Korea, the Philippines, Australia, and the United Kingdom.These figures show growing confidence in Malaysia as a travel destination and a strong appetite for its mix of city excitement, island escapes, and cultural depth. Events like the Kaamatan airport welcome are playing a crucial role in shaping traveler perceptions and building emotional connections from the moment tourists arrive.Sabah’s decision to focus on experiential arrivals fits well within this approach. Rather than relying solely on brochures and tour packages, the state is allowing visitors to immediately witness and feel its cultural soul. That kind of welcome sticks with people. It creates lasting memories and encourages return visits, word-of-mouth promotion, and deeper engagement with local communities.The successful execution of this airport showcase also demonstrates how tourism and tradition can work hand in hand. By honoring cultural practices in a public, visitor-facing way, Sabah is not only preserving its heritage but using it to build sustainable tourism models that benefit both locals and guests.As Visit Malaysia 2026 approaches, similar cultural efforts are set to roll out nationwide. From vibrant festivals and warm airport greetings to authentic experiences in rural communities, the country aims to make cultural connection a cornerstone of its tourism identity. These initiatives are designed to offer travelers deeper, more meaningful encounters with Malaysia’s diverse heritage.Malaysia spotlighted its cultural roots by turning Sabah Airport into a vibrant stage during the Kaamatan Festival, using traditional performances and local hospitality to welcome tourists and build momentum for Visit Malaysia 2026’s culture-driven tourism push.Sabah’s airport event, therefore, was more than a one-day celebration. It signaled a strategic shift—one where Malaysia invites the world not just to visit, but to connect. Through music, movement, food, and genuine interaction, travelers are no longer just passing through—they’re being invited into the story.
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