KOTA KINABALU: Chefs should work with the Sabah Tourism Board (STB) to position local food as a unique travel experience for travellers, says state tourism, culture and environment assistant minister and STB chairman Datuk Joniston Bangkuai.
He said this is part of ongoing efforts to diversify tourism offerings and preparations for Visit Malaysia 2026.
He said Sabah is taking steps to strengthen its position as a destination where travellers can enjoy authentic culinary experiences alongside rich natural and cultural attractions.
“I urge 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.
Bangkuai emphasised the value of involving rural communities as many of Sabah’s tourism experiences were anchored in rural destinations, where authentic flavours and traditional cooking methods remain central to 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 enhance visitor experiences while creating opportunities for rural tourism players to benefit from Sabah’s growing gastronomy scene,” he said when launching the Unilever Food Solutions Future Menu Chef Showcase 2025 here yesterday.
The showcase highlighted emerging culinary trends such as culinary roots, street food couture, borderless cuisine and diner-designed experiences, all of which demonstrate how tradition and innovation can coexist.
He also praised the chefs’ creativity and expressed hope that the event would spark stronger collaboration among chefs, rural communities and tourism stakeholders.
