SARAWAK tourism performance continued its upward trajectory in 2025, recording 4.01 million visitor arrivals between January and October, despite global geopolitical uncertainties.
According to the Minister of Tourism, Creative Industry and Performing Arts (MTCP), Datuk Seri Abdul Karim Rahman Hamzah, the tourism sector also continued to contribute significantly to Sarawak’s economy.
“From January to October this year, Sarawak generated RM10.22 billion in tourism receipts, an average of more than RM1 billion per month,” he said.
He said the sector remains resilient, supported by diverse tourism products, strategic promotions and improved air connectivity.
“ASEAN remains our key tourism market with Brunei Darussalam and Indonesia continuing to be the major contributors,” he said during his ministerial winding-up speech at the DUN on Tuesday.
He said 1.3 million visitors came from Brunei Darussalam, and 583,568 from Indonesia during the ten-month period.
Other top contributors include China (58,822 visitors), Singapore (52,406 visitors), and the Philippines (39,284 visitors).
Meanwhile, domestic tourism accounted for 1.77 million visitors.
Abdul Karim said targeted marketing campaigns, product diversification, and aggressive digital promotions are expected to further boost arrivals in the coming years.
“Our strategies have strengthened Sarawak’s position as an exclusive destination for arts, culture and heritage,” he said.
Abdul Karim added that major events continued to drive economic and cultural activity.
“The 11th Sarawak International Dragon Boat Regatta, held in October, recorded its largest participation yet with 2,443 participants from 22 countries.
“The 7th ASEAN International Film Festival and Awards (AIFFA) also drew over 300 delegates, with Hong Kong actor Simon Yam attracting significant public attention.
“The accompanying ASEAN University Film Festival saw 150 entries from 47 universities across seven countries,” he added.
Additionally, several major events will close the year, including the Sibu International Bike Week, Sarawak International Festival of Music and Arts (SIFMA) 6.0, Regatta Lingga, Search & XPDC’s Konsert Fenomena Samurai, the Sarawak Kenyah Cultural Festival, and the Countdown 2026 celebration in Kuching.
Abdul Karim, however, cautioned that tourism remains vulnerable to global shocks, including geopolitical tensions, health crises and climate impacts.
“To remain competitive, Sarawak must align with global mandates on sustainability and responsible tourism,” he said.
He highlighted the need to integrate AI and new technologies to enhance visitor experience and strengthen destination management.
“Digital innovation has become a key pillar of tourism development.
“Tourism visibility surged substantially in 2025, with 465 million digital impressions recorded by September, an increase of 332 per cent from 2024.
“Media PR value rose to RM138 million, surpassing last year’s figures,” he said.
Furthermore, he said capacity-building efforts include collaboration between Sarawak Tourism Board (STB) and the Pacific Asia Travel Association (PATA) to train tourism operators in digital and AI competencies.
“Flagship campaigns such as Gateway to Borneo and Serumpun Sarawak continue to elevate the state’s ecotourism, gastronomy and cultural identity,” he said.
Sarawak’s strong performance this year culminated in eight international tourism awards, including accolades from OTM India, Seoul International Travel Fair, PATA Gold Awards, TripZilla, HSMAI, ICRT Southeast Asia and WTM London.
