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KUALA LUMPUR: The Kaamatan Festival is being positioned as Sabah’s next major tourism pull factor as the state strengthens its presence at the Matta Fair at the Malaysian International Trade and Exhibition Centre (Mitec) here.

Sabah Tourism Board (STB) is participating in the fair with 37 Sabah-based travel agents operating more than 100 booths, offering a wide range of travel packages to drive bookings, particularly for the upcoming Kaamatan season in May.

The focus on Kaamatan was highlighted on April 4 with the presence of Huguan Siou Tan Sri Joseph Pairin Kitingan, who appeared in traditional Kadazan-Dusun attire to launch the Kaamatan invitation video at the Sabah Pavilion.

Earlier, Tourism, Culture and Environment Minister Datuk Jafry Ariffin launched the refreshed Explore Sabah destination brand as part of efforts to strengthen the state’s tourism positioning, which highlights natural attractions and community-based tourism experiences, including packages linked to Kaamatan.

With strong participation at the three-day Matta Fair ending April 5, Sabah is looking to convert on-ground interest into confirmed travel for the mid-year period anchored by Kaamatan, while also showcasing packages featuring destinations such as Kundasang, Semporna and nature and wildlife attractions.