KUCHING: Sarawak’s tourism sector is on track to achieve unprecedented growth this year, with the state targeting five million visitors.
This ambitious goal was outlined by the Deputy Minister for Tourism, Creative Industry, and Performing Arts, Datuk Snowdan Lawan during the Food and Craft Bazaar programme held at Telang Usan today (Apr 26).
Snowdan highlighted the importance of embracing Sarawak’s rich cultural heritage and vibrant identity as a core element of the strategy to meet this target.
“It is my responsibility to promote Sarawak—its culture, its food, everything,” Snowdan said, emphasising his role in showcasing the state’s diversity to the world.
Reflecting on last year’s achievements, he said Sarawak had exceeded its initial target of 4 million visitors, reaching 4.8 million by December.
He noted that this success underscored the state’s growing appeal and the hard work of the tourism sector, while acknowledging that the new target of 5 million visitors presents a significant challenge, marking the first time such an ambitious goal has been set.
Despite this challenge, Snowdan remains optimistic, confident that Sarawak’s unique cultural assets, including its indigenous cultures, local traditions, and world-renowned cuisine, will continue to draw visitors and drive growth.
One of Snowdan’s proposals involves leveraging AirBorneo, the state’s own airline, to further promote Sarawak’s identity by suggesting that airline staff, including pilots and cabin crew, incorporate traditional attire or elements of local heritage into their uniforms.
“There’s nothing wrong with this. We can transform our industry and integrate our culture,” he said.
Alongside this, he noted the possibility of introducing locally crafted products, such as Sarawakian souvenirs, on flights, suggesting that this would offer passengers a unique opportunity to take a piece of Sarawak home while supporting local artisans.
“It’s essential that we promote Sarawak wherever we can,” Snowdan emphasised, noting that even small initiatives, like selling local products aboard flights, could leave a lasting impact.
“Remember, this is our identity. If we bring Sarawak to the world in every way possible, we will succeed,” he added.
