KOTA KINABALU: Sabah is stepping up efforts to strengthen its position as a destination where travellers can enjoy authentic culinary experiences alongside its rich natural and cultural attractions.
As part of the ongoing drive to diversify tourism offerings, Assistant Tourism, Culture and Environment Minister Datuk Joniston Bangkuai urged chefs to collaborate with the Sabah Tourism Board (STB) in positioning local food as a distinctive travel experience.
“As we look ahead to Visit Malaysia 2026, I encourage our chefs to play an active role in elevating gastronomy tourism.
“Work together with STB to showcase our cuisine and make it a reason for every traveller local, domestic, and international to visit and experience our food culture,” he said.
Joniston, who also chairs STB, emphasised the importance of involving rural communities in this initiative.
He noted that many of Sabah’s tourism experiences are rooted in rural destinations where authentic flavours and traditional cooking methods remain part of daily life.
“Our chefs have the skills and creativity to work with rural communities, helping them present local dishes in ways that highlight authenticity and sustainability.
“This collaboration can enrich visitor experiences while creating opportunities for rural tourism players to benefit from Sabah’s growing gastronomy scene,” he said.
On Thursday, Joniston launched the Unilever Food Solutions Future Menu Chef Showcase 2025 at a hotel.
The showcase highlighted emerging culinary trends such as culinary roots, street food couture, borderless cuisine, and diner-designed experiences, all demonstrating how tradition and innovation can coexist.
Joniston praised the chefs’ creativity and expressed hope that the future menu chef showcase would inspire stronger collaboration between chefs, rural communities, and tourism stakeholders.
Also present were Unilever Food Solutions Malaysia Executive Chef Nigel Lee and Sabah Chefs Association President Adrian Chong. – Wu Vuide
