The Faculty of Hotel and Tourism Management at Universiti Teknologi MARA (UiTM) Sabah is undertaking an impact study on the Bajausama Ethnic Cultural Festival Sabah 2025 to support its inclusion in Malaysia’s national tourism calendar.

Now in its third year, the festival celebrates the rich culture, customs, and traditions of the Bajausama community, positioning it as a competitive tourism product for Sabah.

Senior lecturer Dr Spencer Hedley Mogindol, who leads the research, said the study is being conducted for documentation under the Ministry of Tourism, Arts and Culture (MOTAC) and focuses on three areas — economic impact, sociocultural influence, and heritage food preservation.

“This research will help MOTAC assess whether the festival meets its objectives of attracting visitors and promoting the Bajau Sama community. The findings will guide better planning for future editions,” Dr Spencer explained during an interview at the Bajau Sama Ethnic Cultural Center in Kampung Lok Batik.

The four-day study involves 21 students and eight researchers from UiTM Sabah, surveying 400 respondents, including visitors and exhibitors.

MOTAC, in collaboration with the state government, also organised the Heritage Flavors Festival@Sabah as part of the event, featuring craft exhibitions, traditional performances, the Ratu Serimpak competition, and a digital food photography contest.

The festival was officially opened by Sabah Governor Tun Musa Aman, accompanied by Chief Minister Datuk Seri Hajiji Noor and Deputy Minister of Tourism, Arts and Culture Datuk Khairul Firdaus Akbar Khan.