MIRI: Miri is stepping up efforts to position itself as a hub for specialised tourism following the arrival of 120 visitors from Hong Kong under a structured study programme that blends travel with education and industry exposure.
The five-day visit, from April 26 to 30, is being framed as part of a broader strategy to diversify the city’s tourism offering ahead of Visit Malaysia 2026, moving beyond conventional sightseeing towards more experience-led travel.
Deputy Tourism, Arts and Culture Minister Chiew Choon Man said the initiative reflects a shift in global travel behaviour, where visitors increasingly seek meaningful engagement with destinations.
“Tourism today is no longer just about visiting places and taking photographs. Visitors want to learn, to understand local communities and to experience something authentic.
“Programmes like this allow us to position Miri as a destination that offers depth, not just attractions.”
The group’s itinerary includes visits to Niah National Park, a traditional longhouse, and Canada Hill, home to the historic Grand Old Lady. Participants are also scheduled to visit a local secondary school, a palm oil processing facility, and Curtin University Malaysia.
Parts of the programme extend into Brunei, highlighting a growing push for cross-border tourism collaboration in northern Borneo.
Chiew said Miri’s strengths lie in its ability to combine natural heritage, cultural diversity and educational assets within a compact and accessible geography.
“Miri offers something different. It is not just about nature, but also culture, history, education and industry. When these elements are packaged creatively, we can attract a wider range of visitors, including students and specialised groups.”
The initiative comes amid changing travel patterns, particularly among younger travellers, who are placing greater value on immersive and purpose-driven experiences. Industry observers say educational tours and cultural exchanges are increasingly shaping travel demand across Asia.
However, connectivity remains a constraint. Many international visitors continue to enter the region via Brunei, reflecting limited direct flight options into Miri.
Chiew acknowledged the challenge but pointed to opportunities for regional cooperation.
“While we continue to work towards improving direct connectivity, our proximity to Brunei is an advantage. There is strong potential for collaboration, including developing a ‘one ticket, two countries’ experience that benefits both destinations.”
