KUCHING: The tourism industry must continue to evolve in response to changing traveller preferences while ensuring its growth benefits local communities, said Ministry of Tourism, Creative Industry and Performing Arts permanent secretary Morshidi Fredrick.
Morshidi, who represented Minister for Tourism, Creative Industry and Performing Arts Datuk Seri Abdul Karim Rahman Hamzah, said tourism remained an important sector for Sarawak as it created employment, supported local businesses and generated economic opportunities for communities across the state.
Officiating at the opening of the MATTA Fair Sarawak 2026 at Borneo Convention Centre Kuching (BCCK) here on Saturday, he said travellers were increasingly seeking authentic experiences, meaningful connections, convenience and value rather than simply visiting destinations.
He said these presented opportunities for Sarawak to further strengthen its tourism offerings by showcasing its unique culture, biodiversity, food, festivals and community-based experiences.
“Whether through culture, nature and adventure, food, festivals, business events or community-based tourism, there is tremendous potential for us to further strengthen Sarawak’s tourism offerings,” he said.
He said tourism would continue to contribute to Sarawak’s economic growth under the Post-COVID-19 Development Strategy 2030 (PCDS 2030), with emphasis on developing the sector in a sustainable and responsible manner.
Morshidi also highlighted connectivity as an important factor in growing Sarawak’s tourism industry, saying better air connectivity and easier access would help attract more domestic and international visitors.
“At the same time, collaboration between airlines, travel agents, hotels, tourism operators and government agencies will help us turn this connectivity into actual visitor arrivals and longer stays,” he said.
Morshidi said the Malaysian Association of Tour and Travel Agents (MATTA) played an important role in connecting the tourism industry, government and consumers.
He said events such as MATTA Fair Sarawak provided tourism businesses with opportunities to showcase their products directly to travellers, develop partnerships and encourage people to explore domestic and international destinations.
Morshidi also commended MATTA president Nigel Wong, the MATTA Sarawak Chapter chairman and organising committee for their efforts in organising the fair.
He said the participation of exhibitors, airlines, tourism organisations, financial institutions, hotels, sponsors and other industry partners reflected the strong collaboration within the tourism sector.
