“Responsible tourism” has recently emerged as a key term for policymakers and travellers.
But what does it truly stand for?
Responsible tourism is about minimizing travel’s negative consequences while maximizing its benefits for local populations, economies, and the environment.
For Sarawak, the largest state in Malaysia on Borneo Island, responsible tourism is more than just a passing trend; it’s a vital strategy to protect its rich cultural heritage and unspoiled landscapes while supporting sustainable economic growth.
What Defines Responsible Tourism in Sarawak
In Sarawak, responsible tourism is based on a foundation of respect for the region’s Indigenous cultures, a strong commitment to environmental conservation, and a focus on benefiting local communities.’
With its vast array of Indigenous groups, each boasting their own languages, customs, and ways of life, Sarawak offers travellers authentic experiences.
However, aside from Sarawak’s cultural richness attracting travellers seeking authentic experiences, it also imposes the duty to protect these communities from potential harm and exploitation.
The Sarawak Tourism Board (STB) has been a key advocate of responsible tourism, promoting not just the natural beauty of the region but also ensuring that indigenous communities receive direct benefits from tourism.
One notable initiative is the promotion of traditional longhouse stays, allowing visitors to immerse themselves in the daily lives of these communities while contributing to their economic well-being.
According to Sharzede Datu Hj. Salleh Askor, CEO of STB, “Indigenous tourism in Sarawak is a perfect example of responsible tourism that respects both the people and the planet.”
This approach reflects the state’s commitment to preserving its cultural heritage and natural beauty while encouraging meaningful interactions between visitors and locals.
Does Responsible Tourism Elevate Sarawak Nationally and Globally?
Sarawak’s commitment to responsible tourism is not only enriching the local community but also boosting its visibility across Malaysia and internationally.
The state’s focus on sustainable practices has earned it multiple accolades, including UNESCO World Heritage status for Niah Cave.
This achievement affirms Sarawak’s role as a leader in eco-tourism, highlighting its unique biodiversity and cultural legacy.
On a national level, Sarawak’s tourism industry is a critical component of Malaysia’s overall tourism strategy.
The state’s tourism master plan targets attracting 12.7 million visitors by 2035 and an estimated RM50 billion in tourism revenue.
With the increasing demand for eco-tourism, cultural heritage tours, and adventure travel, Sarawak has positioned itself as a responsible tourism hub in Malaysia.
As stated by the Right Honourable, Datuk Patinggi Tan Sri (Dr) Abang Haji Abdul Rahman Zohari Bin Tun Datuk Abang Haji Openg, Premier of Sarawak during the launch of the Post-Covid Development Strategy (PCDS) 2030, “Tourism is a driving force for growth in Sarawak, promoting both social inclusivity and environmental sustainability.”
Worldwide, Sarawak’s commitment to responsible tourism has gained significant international recognition, attracting tourists who prioritize sustainability and cultural awareness.
As international trends lean towards eco-conscious and ethical tourism, Sarawak is poised to meet these expectations and establish itself as a top destination for responsible tourism.
The Tangible Impacts of Responsible Tourism in Sarawak
In Sarawak, responsible tourism is more than just an idea; it delivers concrete benefits to the economy, environment, and local communities.
Economic Impact:
Tourism plays a crucial role in driving Sarawak’s economy.
In 2024, the state recorded over 4.08 million visitors, generating RM12.45 billion in tourism income, far outpacing the figures from the previous year.
Sarawak is well on its way to achieving its target of five million visitors by 2025, which will further enhance its economic outlook.
The expanding tourism industry boosts a variety of industries, ranging from transportation to hospitality, while also creating employment opportunities, particularly in rural areas where tourism remains a key source of income.
Environmental Impact
Sarawak is renowned for its vibrant rainforests and rich ecosystems, and sustainable tourism plays a key role in safeguarding these natural wonders for generations to come.
The EcoGreenPlanet initiative, launched by the Sarawak Tourism Board in collaboration with the Sarawak Forestry Corporation, aims to plant 35 million trees across the state by 2030.
This initiative is part of Malaysia’s broader effort to plant 100 million trees to combat climate change and halt deforestation.
Additionally, Sarawak emphasizes sustainable tourism activities, including wildlife watching and low-impact trekking, ensuring that its natural beauty remains preserved for future travellers.
Community Impact
The active engagement of local communities in tourism has enabled many Sarawakians to take on the role of protectors of their cultural and environmental assets.
This model guarantees that the economic benefits of tourism are shared equitably, with communities receiving their fair portion.
In rural regions, community-driven tourism efforts have led to improved infrastructure, better educational opportunities, and created new job prospects for young people.
Initiatives by the Sarawak Government
To enhance the benefits of responsible tourism, the Sarawak government has rolled out several important initiatives.
The Post Covid-19 Development Strategy (PCDS) 2030 presents a vision for sustainable tourism, balancing economic growth with environmental conservation.
Moreover, the Third Sarawak Tourism Master Plan (2021-2035) outlines ambitious targets, aiming for 12.7 million visitors and RM50 billion in tourism receipts by 2035.
The plan prioritizes sustainable development, ensuring that the expansion of tourism is in harmony with the state’s environmental and cultural preservation efforts.
An additional major initiative is the rebranding of MASwings to AirBorneo, a strategic move to boost connectivity across Borneo and reinforce Sarawak’s standing as an aviation hub for the region.
This transformation is anticipated to attract more visitors to Sarawak and improve access to remote areas, where tourism can generate substantial economic and social benefits.
Sarawak’s commitment to sustainable tourism is ever-evolving as the state works to harmonise growth with environmental responsibility.
As the tourism industry expands, the government’s focus on safeguarding Sarawak’s distinct heritage, environment, and community welfare will ensure that tourism remains a positive force.
As expressed by Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry, and Performing Arts, “Tourism can boost economic growth, promote social inclusion, and protect cultural heritage. We are dedicated to ensuring that the benefits of tourism are enjoyed by all communities.”
References:
- https://www.sarawaktourism.com/web/home/index/
- https://dayakdaily.com/sarawaks-pcds-2030-to-drive-responsible-tourism-economic-growth-says-minister/
- https://premierdept.sarawak.gov.my/web/subpage/news_view/4793/UKAS
- https://www.sarawaktribune.com/sarawak-targets-5-million-tourists-rm10-bln-receipts-in-2025/
- https://www.theborneopost.com/2025/04/02/sarawak-on-track-to-achieve-5-million-tourist-arrivals-by-end-2025/
- https://www.ttrweekly.com/site/2024/11/sarawak-embraces-indigenous-tourism/
- https://enewsletter.sarawaktourism.com/sarawak-tourism-boards-ecogreen-planet-initiative-plants-2000-seedlings-at-bukit-lima-nature-reserve/
