KUCHING: As Malaysia prepares to welcome the world for Visit Malaysia 2026, travel agencies in Sarawak and Sabah are taking proactive steps to attract both domestic and international tourists.
Early indicators suggest a cautiously optimistic start, with agencies reporting growing interest in Borneo’s unique cultural and natural offerings.
JC Chua, Director of Paradesa Borneo (One Wayang Tours Sdn Bhd), said it is still too early to make a definitive assessment of the campaign’s impact, as the year has just begun.
“While we haven’t launched specific deals yet, we are preparing campaigns in collaboration with the Sarawak Tourism Board (STB) and Tourism Malaysia.
“Our focus is on domestic travellers and regional neighbours such as Singapore and Indonesia,” he said.
Chua noted that the company’s long-haul European market is less influenced by nationwide campaigns, as these travellers plan independently and are drawn to niche experiences.
“Our growth is driven more by interest in Sarawak’s nature and cultural heritage rather than mass-market campaigns,” he explained.
He added that Malaysia should consider moving beyond the traditional “Visit Year” model and adopt permanent, segment-focused branding.
“Travellers today seek authenticity, sustainability and specialised experiences. For destinations like Sarawak, year-round engagement and digital-first marketing will be more effective than broad national slogans,” Chua said.
Meanwhile, Mohamad Fikri Zainol Majid, managing director of Khaimal Borneo, said his company has seen a positive start to the year, particularly in Kuching.
“Alhamdulillah, our business performance is encouraging compared to previous years,” he said, noting an increase in enquiries from travel agencies in Peninsular Malaysia as well as interest from tourists planning trips to Sarawak.
Khaimal Borneo is offering specially curated Visit Malaysia 2026 packages highlighting Kuching city tours, cultural heritage, nature adventures and community experiences.
Packages cover destinations from Kuching and Miri to Brunei, and include value-added offers such as flight tickets.
“Domestic tourists, especially from Peninsular Malaysia, have responded very positively, while regional markets such as Brunei, Singapore and Indonesia are showing growing interest,” Fikri added.
He noted that early bookings have increased through social media, tourism exhibitions and promotions by Tourism Malaysia, STB and partnerships with Sarawak Trade and Tourism offices in Singapore and Brunei.
Despite the positive trend, he acknowledged challenges such as limited flight capacity during peak seasons, rising operational costs and the need to maintain high service standards.
He emphasised the importance of continued support from both state and federal authorities to strengthen local tourism efforts and ensure sustainable growth.
Alliya Azmi, head of Sales at Daeng Travel & Tours in Sabah, said her company has also recorded encouraging performance ahead of Visit Malaysia 2026.
“We’ve seen a clear increase in enquiries and bookings, particularly for our Sabah packages, which include cultural tours, adventure activities and getaways for couples, families and incentive groups,” she said.
Daeng Travel & Tours is offering special packages that include return flights from Kuala Lumpur to Kota Kinabalu and Tawau, with promotions such as up to 20 per cent discounts per person, complimentary travel insurance and free seafood dinners for selected packages.
“The positive response from domestic and international travellers motivates us to continue delivering high-quality travel experiences,” Alliya said, adding that most customers are from Southeast and East Asia, with over 100 travellers already booked for early packages.
She noted that competition among travel operators, fluctuating travel demand, and changing customer preferences remain challenges.
“To stay ahead, we focus on unique experiences, tailored packages and excellent customer service,” she said.
She suggested that increased engagement of local communities, as well as region- and state-specific activities, could further boost Visit Malaysia 2026’s reach and impact.
As Borneo positions itself as a year-round destination for cultural, nature and adventure tourism, these early trends highlight both opportunities and challenges for local travel operators.
The campaign is seen not only as a way to attract visitors but also as an opportunity to showcase Borneo’s authenticity, sustainable tourism practices, and diverse experiences to a global audience.
With the campaign gaining momentum, travel agencies across Sarawak and Sabah remain optimistic that Visit Malaysia 2026 will stimulate tourism growth, strengthen community engagement and enhance the region’s reputation as a must-visit destination in Southeast Asia.
