KUALA LUMPUR – The Sarawak Tourism Board (STB) has set an ambitious target of five million visitor arrivals in 2026, building on last year’s near miss of 4.97 million as it ramps up promotions amid global uncertainty.
The target was announced following the launch of the “Sia Sitok Sarawak 2026” campaign at the MATTA Fair here, with officials expressing confidence that a strong domestic push will help sustain growth despite geopolitical tensions and softer consumer spending.
To attract travellers, STB is offering fair-exclusive deals of up to 40% off more than 80 curated holiday packages, each built around a minimum three-day, two-night experience and valid until December 15, 2026.
STB chairman Datuk Dennis Ngau said domestic travellers remain a cornerstone of Sarawak’s tourism growth, noting their continued support has driven steady recovery in recent years.
Chief executive officer Sharzede Datu Salleh Askor said the board is adapting to changing consumer behaviour, with travellers becoming more price-sensitive amid rising costs and uncertain global conditions.
“By offering strong value, we want to ensure people still feel confident to travel and enjoy what Sarawak has to offer,” she said, adding that domestic tourism is just as critical as international arrivals in the current climate.
She stressed that while Sarawak aligns with national efforts under Visit Malaysia Year 2026, the state continues to pursue its own sustained international marketing strategy to remain competitive.
The state’s events calendar is expected to support arrivals, led by the Rainforest World Music Festival from June 26 to 28, which will feature over 200 performers from 13 countries and draw up to 22,000 attendees.
Efforts to boost connectivity are also underway, with AirBorneo targeting expansion to Peninsular Malaysia later this year, pending the acquisition of larger aircraft.
STB officials said early response at the MATTA Fair has been encouraging, with first-day sales surpassing expectations, signalling strong demand for Sarawak’s offerings despite prevailing economic headwinds. – April 4, 2026
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