By WU VUIDE
KOTA KINABALU: The automotive industry and motoring culture have the potential to be developed into tourism products in Sabah.
Speaking at the closing ceremony of the 5th Big Sabah Car Show 2026, Tourism, Culture and Environment Minister Datuk Jafry Ariffin said the event, organised by CULT Malaysia in 2022, attracted 650 vehicles and 20,000 visitors. Visitor numbers rose to more than 26,000 the following year.
Jafry’s speech was read by Visit Sabah Secretariat chief coordination officer Julinus Jeffrey Jimit.
He said CULT Malaysia was more than a vehicle exhibition, as it brought together the automotive community, youth creativity, local entrepreneurs and visitors from within and outside Sabah.
Following the growing interest, he said CULT Malaysia would be included in the Sabah Tourism Events Calendar 2027 to attract more visitors to the state.
The move reflected the importance of community-based and lifestyle events in strengthening Sabah’s position as a tourism destination offering diverse experiences.
He said the ministry was keen to strengthen its strategic partnership with CULT Malaysia through various tourism programmes and initiatives.
Julinus also officiated the unveiling of a vehicle featuring the Visit Sabah promotional identity.
The event symbolised the automotive community’s support for promoting Sabah as a tourism destination ahead of Visit Sabah 2027.
The organisers also introduced an Explore Sabah-themed vehicle sticker initiative to extend tourism promotion through the automotive community.
It aims to encourage vehicle owners, motoring clubs and automotive enthusiasts to become tourism ambassadors for Sabah by displaying the Explore Sabah message on their vehicles.
The initiative could extend the event’s promotional reach throughout Sabah, Peninsular Malaysia, Sarawak, Brunei, Kalimantan and beyond.
This mobile promotional approach is expected to raise public awareness of Sabah’s attractions, including its natural beauty, culture, food, heritage and tourism destinations.
Event organising chairman Azlin Ag Chee said this year’s programme combined the Borneo 4×4 Outdoor Show and CULT Car Culture Festival to create more opportunities for participation by the automotive community, industry players, sponsors and entrepreneurs.
The organisers aimed to expand their partnership network and attract participants from across Malaysia and neighbouring countries, including Brunei and Kalimantan.
He also hoped the strategic partnership with the Ministry of Tourism, Culture and Environment could be strengthened to establish the event as an annual automotive attraction with regional appeal.
Also present were SICC chief executive officer Datuk Dr Rosmawati Lasuki, Sri Pelancongan Sabah chief executive officer Hady Syam Nureddin, and CULT Malaysia corporate relations director Mohd Azlan Saleh Abd Salam.
Julinus (second, left), together with Azlin and Azlan unveiled a vehicle to promote Visit Sabah 2027.
