THE Sarawak government is intensifying its global tourism push through strategic initiatives spearheaded by the Ministry of Tourism, Creative Industry and Performing Arts.
This is being undertaken in collaboration with the Sarawak Tourism Board (STB), STATOS and STATOB.
Minister Datuk Seri Abdul Karim Rahman Hamzah said his ministry is committed to elevating Sarawak’s visibility on the world tourism stage.
“Our focus is on building strong partnerships, embracing digital innovation, and showcasing Sarawak’s unique culture, nature, and experiences to global travellers,” he said during his ministerial winding-up speech at the Sarawak Legislative Assembly (DUN) on Tuesday (May 27).
According to Abdul Karim, STB is implementing targeted programmes such as the Sarawak Partnership and Collaboration Fund (SPCF), the Visitors Incentive Programme (VIP), and the Sarawak Tourism Online Ecosystem Fund (STOEF), which aim to empower tourism players, boost arrivals, and strengthen the digital presence of Sarawak’s tourism sector.
“We want our industry players to have the tools and support to thrive in a competitive global market.
“These funds are not just financial support, but strategic levers to help promote Sarawak more effectively,” he said.
Strategic media partnerships with outlets such as Songlines (UK), The Star (Malaysia), Kompas (Indonesia), and Channel News Asia (Singapore) have played a key role in global branding.
The “Gateway to Borneo” campaign, launched at the World Travel Market in London in 2024, has positioned Sarawak as a premier eco-cultural destination in Southeast Asia.
“Through these partnerships, we are telling Sarawak’s story to the world,” he added.
Sarawak’s Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising campaigns have secured high-impact placements in major markets, including Taiwan, Indonesia, Australia, the UK, Germany, and Singapore.
According to Abdul Karim, STB’s digital strategy reached 136 million people globally from January to May 2025.
“We are leveraging artificial intelligence and working with major digital travel platforms such as Skyscanner, Tripzilla and Sojern to ensure Sarawak stays top-of-mind for eco-conscious and experience-seeking travellers,” Abdul Karim said.
Meanwhile, the Sarawak Trade and Tourism Office Singapore (STATOS) is leading efforts in Singapore, and Sarawak is actively participating in prominent travel fairs such as the Go Malaysia Fair and the NATAS Fair; and the Sarawak Mega Fair is scheduled to take place in Singapore from October 16 to 19 this year.
“Singapore is not just a key market; it is a gateway to international expatriates and regional influencers,” he said.
Collaborations with the Sarawak Trade and Tourism Office Brunei (STATOB) have included a Brunei Coffee Trail Campaign, Sales Calls Blitz, and a familiarisation trip with Tourism Malaysia, with upcoming events including a joint art exhibition in June and plans for a consumer exposition and cultural exchange.
“These initiatives reflect our long-term vision for a vibrant, inclusive, and globally recognised Sarawak tourism industry,” Abdul Karim said.
