Sarawak Tourism Board’s CEO, Sharzede Salleh Askor, sheds light on the Malaysian state’s tourism game plan, which takes local communities, local heritage, and the environment into serious consideration
What is Sarawak Tourism Board (STB) doing to ensure the destination remains top of mind for travellers, both regionally and globally?
STB continues to position Sarawak as a culturally authentic and ecologically rich gateway to Borneo. Our More to Discover branding, now in its seventh year, is being adapted across global markets, supported by strategic participation in (various travel tradeshows) and ASEAN-focused fairs.
We invest in storytelling-driven digital campaigns, with strong traction across Asia, Oceania, and Europe.
Our focus is clear: promote immersive, meaningful tourism – where travel experiences benefit local communities and deepen travellers’ connection to people and place.
Together with improved air connectivity and growing airline partnerships, Sarawak is steadily enhancing its global visibility as a purpose-driven, discovery-filled destination.
How is STB working with local communities and stakeholders to ensure tourism growth benefits Sarawakians while preserving heritage and the environment?
Sarawak’s strength lies in its rich cultural mosaic, home to over 34 ethnic groups that have lived in harmony for generations. This diversity is not just a point of pride; it is the foundation of our tourism philosophy.
STB collaborates closely with indigenous and rural communities to co-create tourism experiences that are authentic, economically inclusive, and environmentally respectful. We view our communities as co-owners of tourism, not just participants. From the World Craft City recognition to UNESCO’s Creative City of Gastronomy, we spotlight living heritage and cultural craftsmanship. Our approach embodies meaningful tourism, ensuring every tourism dollar contributes to preserving our environment, uplifting local livelihoods and celebrating the harmony that defines Sarawak.
What has STB done to help tourism industry stakeholders build greater resilience and adaptability in the face of global challenges?
Resilience is key to sustaining Sarawak’s tourism growth. Through the Sarawak Tourism Online Ecosystem Fund, we continue to empower small and medium-sized enterprises and community groups to strengthen their digital presence, improve content, and enhance visibility.
We’ve introduced scalable online training for frontliners – from cultural hosts to e-hailing drivers – focusing on destination knowledge and responsible engagement.
STB also works with local councils and associations to deliver grassroots capacity-building sessions. We support low-impact, community-based tourism as a resilient model, aligned with shifting global preferences for slower, more meaningful travel.
Our goal is to future-proof Sarawak’s tourism sector by nurturing adaptive, confident, and digitally-ready stakeholders across the value chain.
How is STB aligning its promotional and product development efforts with the national Visit Malaysia Year 2026 campaign?
Sarawak’s roadmap towards Visit Malaysia Year 2026 is well underway, backed by sustained product enrichment and global engagement. We are strengthening anchor events like the Rainforest World Music Festival, which drew over 22,000 visitors in 2025, and the Rainforest Youth Summit, which positions Sarawak as a leader in youth-led sustainability dialogue.
Our strategy ensures Sarawak is integrated into Visit Malaysia Year 2026 tour circuits through fam trips for tour operators and media, co-branding with partners and stakeholders, and themed campaigns focused on culture, adventure, nature, food, and festivals. Signature experiences – from ecotourism to indigenous gastronomy – are being elevated for greater market readiness with close monitoring to ensure controlled capacity.
STB’s approach is phased, strategic, and aligned with both national priorities and regional strengths.
Community-based tourism is a strong pillar of Sarawak’s tourism identity. How is STB spotlighting these authentic experiences as part of the lead-up to Visit Malaysia Year 2026, and what support is being given to ensure communities are ready for more visitors?
Community-based tourism defines our identity – with active community clusters across Sarawak offering home stays, cultural immersion, and nature-based experiences rooted in Indigenous knowledge. STB amplifies these stories through digital campaigns, content partnerships, and regional tradeshows.
Support includes capacity-building and assistance in strengthening online visibility. We prioritise co-creation, cultural integrity, and host readiness to ensure tourism remains respectful and regenerative.
By encouraging dispersal to rural destinations, we reduce pressure on urban centres while spreading economic opportunity. Our community-based tourism model reflects meaningful tourism in action – where communities are not just prepared to host, but proud to share.
