KUCHING: Tourism Malaysia took time out to honour the contributions of industry players and media practitioners to Sarawak’s tourism sector this year at an appreciation dinner here on Friday (Dec 12).
Its Sarawak Director, Rubiah Tul’Adwiyah Md Yusof extended her gratitude to tour operators, hoteliers, airlines, product owners, associations, and media representatives for their dedication in promoting Sarawak both domestically and abroad.
She described these partners as the “backbone” of the nation’s tourism landscape, crediting them for helping shape experiences that keep travellers returning to Malaysia.
Rubiah also acknowledged the media’s role in amplifying Malaysia’s tourism stories across various platforms.
She said 2025 marked a period of renewed momentum as Sarawak continued to shine with its rich culture, diverse communities, pristine rainforests, and renowned gastronomy.
Through campaigns, trade engagements, digital promotions, and familiarisation trips, Tourism Malaysia and its partners successfully strengthened Sarawak’s visibility across ASEAN, China, India and beyond.
Looking ahead, Rubiah highlighted preparations for Visit Malaysia 2026 (VM2026), which she described as “just round the corner”.
The national mission will focus on positioning Malaysia as a premier sustainable destination, strengthening digital tourism, promoting cultural and community-based experiences, and forging strategic collaborations.
She emphasised that Sarawak would remain a key player in these efforts, with its unique offerings, all of which continue to draw travellers.
“Tourism is a team sport, and tonight’s gathering reflects the strength of this partnership,” she said, thanking all partners and the organising committee for their support.
Rubiah expressed confidence that 2026 would be an exciting and dynamic year for the tourism industry.
