MIRI: Sarawak is sharpening its tourism and transport strategy ahead of Visit Malaysia 2026, with public and private sectors urged to play an active role in shaping visitor experience from arrival to departure.
Minister for Transport Sarawak Datuk Sri Lee Kim Shin said world class infrastructure must go hand in hand with community driven hospitality if Sarawak is to capitalise on the expected surge in tourist arrivals next year.
Speaking at the Pullman Miri Waterfront Gong Xi Raya Buffet Preview on Monday (Feb 2) Lee said celebrations such as Gong Xi Raya reflected Sarawak’s core strength: its diversity, inclusiveness and strong sense of community.
“This is the Sarawak we want the world to experience. Culture, food and harmony, brought together in a genuine way,” he said.
Lee praised Pullman Miri Waterfront for consistently embedding social responsibility into its flagship events, highlighting the inclusion of children from PERYATIM at the evening’s celebration and similar outreach during the hotel’s Christmas programme last month.
He said such initiatives complemented the state’s broader tourism narrative, which he helped shape during his tenure as Assistant Minister of Tourism through the Visit Sarawak campaign built around culture, adventure, nature, food and festivals.
“Hotels are no longer just places to stay. They are ambassadors of place, values and community,” he said.
Lee pointed to the hotel’s recent ‘A Step Into Wellness’ run as another example of how corporate leadership could mobilise public participation for social good, adding that wellness and sustainability were increasingly important to modern travellers.
Turning to transport, Lee said Sarawak was accelerating upgrades to ensure the state was ready for Visit Malaysia 2026, with Kuching International Airport already recording strong passenger growth.
A major pillar of that effort, he said, was the planned launch of AirBorneo, the Sarawak owned airline expected to take off in 2026.
“AirBorneo is not just about flying planes. It is about improving connectivity, ensuring affordability and giving Sarawak greater control over how we link ourselves to the region and the world,” he said.
The state government, he added, was also pursuing additional direct international routes while modernising transport infrastructure, including airports and the Autonomous Rapid Transit system in Kuching.
Lee stressed that infrastructure alone would not guarantee success.
“The real test of Visit Malaysia 2026 will be the warmth of our welcome and the quality of experiences we deliver on the ground,” he said.
He said partnerships with hotels, airlines, tour operators and community organisations would be critical in shaping first impressions and lasting memories for visitors.
Pullman Miri Waterfront, he said, was setting a strong benchmark by combining high end hospitality with community engagement.
“You are not just preparing rooms for guests. You are helping to prepare Sarawak for its future,” he concluded.
