KUCHING: Sarawak is intensifying its efforts to position itself as a key player in Malaysia’s tourism industry in preparation for Visit Malaysia Year 2026 (VMY2026). 

The Sarawak Gateway to Borneo Business Networking Session, held from February 17 to 21, 2025 in Penang, Kuala Lumpur, and Johor, brought together tourism stakeholders to strategise for an expected surge in visitor arrivals.

Sarawak exceeded expectations in 2024, attracting 4.8 million visitors, surpassing its target of 4 million. 

For 2025, the state aims for 5 million visitors, with a focus on delivering immersive experiences that showcase Sarawak’s unique eco-tourism and cultural heritage.

According to CEO of the Sarawak Tourism Board (STB), Sharzede Datu Salleh Askor, Sarawak offers authentic experiences that appeal to both domestic and international travellers. 

"Sarawak is ready to welcome the world with a unique blend of heritage, adventure, and discovery," said Sharzede, inviting stakeholders to collaborate for a successful tourism future.

She said its diverse tourism products, such as eco-tourism, cultural heritage, and family-friendly activities, provide something for everyone.

Sarawak's UNESCO World Heritage Sites, Gunung Mulu National Park and Niah National Park, remain top attractions for adventure seekers and history enthusiasts. 

The Pinnacles of Mulu and the archaeological significance of Niah Caves, dating back 65,000 years, are key draws for visitors.

Sarawak’s rich cultural experiences are highlighted through the Borneo Cultures Museum, Sarawak Cultural Village, and Bung Bratak Heritage Centre. 

Culinary tourism also plays a major role, with Sarawak promoting its halal-certified gastronomy, including iconic dishes like Laksa Sarawak and Kolo Mee.

To improve tourism access, Sarawak has strengthened its travel infrastructure. 

The launch of AirBorneo in February 2025 and the acquisition of MASwings have enhanced regional connectivity, making it easier for visitors from West Malaysia, ASEAN countries, and beyond to reach Sarawak.

In addition to air travel, Sarawak is leading in sustainable urban mobility, with hydrogen-powered buses providing free and eco-friendly transport in Kuching. 

The state’s hospitality sector continues to expand with new international hotels, catering to both domestic and international travellers.

Sarawak’s tourism strategy also focuses on the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. 

The Borneo Convention Centre Kuching (BCCK) is expanding to accommodate larger events, further establishing Sarawak as a prime destination for international business events.

To support its tourism growth, Sarawak has introduced the Strategic Partnership Collaboration Fund (SPCF), providing financial assistance for marketing, promotional efforts, and collaborative events, ensuring competitiveness in the tourism sector.

"As Malaysia gears up for VMY2026, Sarawak is positioning itself at the forefront of the campaign," said Sharzede. -UKASnews