Despite global geopolitical challenges, Sarawak’s tourism sector remains robust. From January to October 2025, the state welcomed 4.01 million visitors, generating a significant RM10.22 billion in tourism receipts.
ASEAN neighbours Brunei and Indonesia continue to be key markets, while domestic travel remains strong.
This economic vitality is fuelled by a diverse portfolio of over 351 supported events and festivals, from the record-breaking 11th Sarawak International Dragon Boat Regatta to the prestigious 7th ASEAN International Film Festival & Awards (AIFFA), which attracted regional film icons and fostered youth creativity through the ASEAN University Film Festival.
Strategic infrastructure projects are enhancing the visitor experience.
The recent launches of the Santubong Archaeological Park and the Wallace Centre have created new heritage tourism hubs, while the forthcoming Brooke Dockyard Industrial Heritage Museum and the redevelopment of the MBKS Swimming Pool into a Water Fun Park and UNESCO Gastronomy Centre promise unique attractions.
The landmark Performing Arts Centre at the Old DUN Building, slated for completion in 2027, stands as a testament to the state’s commitment to cultural infrastructure.
The Ministry’s strategy is built on three pillars: accelerating delivery, deepening transformation, and empowering private sector participation.
This involves a steadfast alignment with global mandates for sustainability and responsible tourism.
Priorities include developing community-based eco-tourism initiatives, such as the Gunung Lesong Eco-Tourism Complex, and leveraging the Sarawak Delta Geopark to ensure tourism benefits local communities and conserves natural capital.
Digital innovation is being harnessed across the value chain, from AI-enhanced marketing to smart destination management.
The Sarawak-Malaysia My Second Home (SMM2H) programme has been revitalised, with 2,033 participants approved since 2020, resulting in a dramatic increase that has brought substantial fixed deposits and revenue to the state through its attractive and distinct criteria.
The creative industry is recognised as a key driver of the high-income economy.
The establishment of the Sarawak Creative Industry Coordination Committee and a comprehensive industry directory are helping to structure growth.
Major investments in facilities like the Sarawak Arts Gallery and Sarawak Craft Centre aim to position Sarawak as a regional creative powerhouse.
International collaborations, such as an MoU with Uzbekistan’s Fergana Region, are broadening horizons.
Culture and heritage, the soul of Sarawak, are being meticulously safeguarded and promoted.
Dedicated research is documenting the traditions of all 34 ethnic groups, while heritage trails in Miri and Sibu are being developed.
A major initiative is the revival of Old Kuching Smart Heritage (OKSHE), transforming historic areas into living, smart tourism products.
Strengthening the Ecosystem
Key initiatives are strengthening the industry’s backbone:
- Air Connectivity: The upcoming operation of AirBorneo is poised to be a game-changer, with plans to align its routes with tourism target markets.
- Cruise Tourism: Engagement is underway with international operators to include Kuching and Miri as ports of call.
- Grants & Capacity Building: Over RM46 million has been approved to support events and festivals, with additional funds for heritage, arts, and research. Training programmes empower local communities in hospitality, digital marketing, and craft.
- UNESCO Recognition: As a UNESCO Creative City of Gastronomy, Kuching will host the cluster’s annual meeting in 2026, spotlighting Sarawak’s culinary heritage.
The Ministry’s agencies are executing this vision with notable success: Minister of Tourism, Creative Industry and Performing Arts Sarawak
- Sarawak Tourism Board (STB) has amplified Sarawak’s global footprint, earning eight international awards in 2025 and generating 465 million digital impressions through aggressive campaigns.
- Business Events Sarawak (BESarawak) has exceeded targets, securing 150 events until 2030 with an estimated RM445.3 million economic impact. Its legacy-driven approach, measured by an AI-powered system, has garnered international acclaim, including the Iceberg Excellence Award.
- Sarawak Craft Council (SCC) is modernising the craft sector, increasing registered entrepreneurs to 1,503 and fostering innovation through events like the World Eco-Fibre and Textile Forum.
- Majlis Seni Sarawak (MSS) is nurturing talent through statewide programmes, engaging thousands in arts education and community performances.
- Jabatan Muzium Sarawak (JMS) continues its stewardship, with the Borneo Cultures Museum welcoming 1.4 million visitors since opening and actively digitising priceless historical collections.
Strong partnerships are crucial. Collaboration with federal agencies has secured funding for infrastructure upgrades and homestay development.
Regionally, Sarawak actively chairs the Tourism Cluster for BIMP-EAGA, promoting seamless cross-border travel, and engages with EATOF and SOSEK MALINDO for joint promotions and cultural exchanges.
In conclusion, Sarawak’s tourism, creative, and performing arts sectors are on a purposeful trajectory.
By blending its unparalleled cultural heritage with sustainable practices, digital innovation, and strategic partnerships, Sarawak is not just attracting visitors but building a resilient, inclusive, and prosperous future for its people.
Reference
Winding up Speech at 19th DUN Sarawak Siting, 24 November 2025 – 3 December 2025, YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry and Performing Arts Sarawak
