KUCHING: Sarawak is intensifying efforts to establish itself as a premier tourist destination in Malaysia ahead of Visit Malaysia Year 2026 (VMY2026).
This is being done through industry partnerships, improved connectivity, and a diverse range of tourism products aimed at attracting both domestic and international travellers.
At the Sarawak Gateway to Borneo Business Networking Session, held from Feb 17-21 in Penang, Kuala Lumpur, and Johor, key stakeholders came together to align strategies, expand market reach, and enhance collaboration in preparation for the anticipated surge in visitor arrivals.
The session played a crucial role in uniting airlines, travel operators, hoteliers, and tourism stakeholders to ensure a seamless, world-class visitor experience.
Sarawak’s tourism sector is flourishing, having recorded 4.8 million visitors in 2024, surpassing its target of 4 million. With a goal of 5 million arrivals in 2025, Sarawak aims for sustained growth and a stronger presence leading up to VMY2026.
According to Sarawak Tourism Board (STB) CEO, Sharzede Datuk Haji Salleh Askor, the focus extends beyond visitor numbers to delivering immersive experiences that establish Sarawak as a must-visit destination.
“Sarawak’s strength lies in its authentic ecotourism, cultural heritage, and diverse travel experiences that appeal to both domestic and international visitors,” she said.
“Whether it is Malaysians rediscovering the wonders of their own country or global travellers seeking something beyond the ordinary, Sarawak offers an experience that is rich, immersive, and sustainable.
“The opportunities ahead are vast, and we invite stakeholders, airlines, hoteliers, and tourism operators to collaborate with us in shaping Sarawak’s tourism landscape for VMY2026 and beyond. Sarawak is ready to welcome the world, offering a journey that seamlessly blends heritage, adventure, and discovery.”
To bolster tourism growth, Sarawak is enhancing travel accessibility and infrastructure, marked by the acquisition of MASwings and the launch of AirBorneo on Feb 12 to strengthen domestic and regional connectivity.
This initiative complements existing airline networks, improving accessibility from West Malaysia, Asean, and key long-haul markets.
Beyond air travel, Sarawak is pioneering sustainable urban mobility with Malaysia’s first hydrogen-powered buses in Kuching, offering free, eco-friendly transport for both tourists and locals.
The hospitality sector is also expanding, with new international hotel brands, including Malaysia’s first voco hotel by IHG (InterContinental Hotels Group), providing greater accommodation options for both local and international visitors.
Sarawak’s tourism strategy is closely aligned with the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector, a key driver of high-value tourism.
The expansion of the Borneo Convention Centre Kuching (BCCK), which will be able to host up to 10,000 delegates, strengthens Sarawak’s position as a premier destination for international business events, conferences, and exhibitions.
The Strategic Partnership Collaboration Fund (SPCF) reinforces these efforts by providing financial support for tourism marketing, promotions, and industry events, ensuring that Sarawak remains competitive within Malaysia and the regional tourism landscape.
Collaboration between government bodies, private sector players, and industry partners is seen as crucial to strengthening Sarawak’s position and attracting more visitors for VMY2026.