Sarawak is prioritising tourism growth that benefits communities, culture and the environment rather than pursuing visitor numbers alone.
Speaking at the PATA Travel Mart 2026 Knowledge Forum on August 18, Sarawak’s minister of tourism, creative industry & performing arts, Abdul Karim Rahman Hamzah, said the state was targeting five million visitors this year, after recording 4.97 million in 2025.
However, he stressed that growth should not be pursued at any cost.
“We would love to see tourists who are appreciative of the kind of things that we are doing here,” he said, adding that Sarawak also wants a diverse mix of source markets.
Community participation is another priority of the government, particularly in rural areas, where tourism is being used to support cottage industries and indigenous crafts. He shared that the government is encouraging larger corporations to help develop these rural enterprises, allowing communities to generate livelihoods from products that can also become part of the visitor experience.
“Tourism must benefit both local communities and tourists,” he stated.
The minister emphasised that sustainability should underpin tourism development, arguing that environmental considerations must be built into tourism policy and activities, and not be treated as a standalone initiative.
He cited tree-planting initiatives linked to the Rainforest World Music Festival and the elimination of plastic bottles at the event as examples of how Sarawak is putting this approach into practice.
Abdul Karim further discussed the importance of responsible tourism development and its direct impact on travellers’ destination choice during a media briefing on the sidelines of the Knowledge Forum.
He told TTG Asia that travellers today prioritise destinations that are safe, stable and responsible to its people and environment.
When asked how the state accomplishes responsible tourism objectives through events held in the destination, such as the ongoing PATA Travel Mart, Sharzede Sallaeh Askor, CEO of Sarawak Tourism Board, told TTG Asia that the NTO is pursuing the ISO 20121:2024 standard for Event Sustainability Management Systems and has successfully cleared its Stage 1 audit.
This will then shape “how we run our shows and how we collaborate with our stakeholders”, stated Sharzede.
With the certification, Sarawak Tourism Board will “drill every stakeholder” on sustainable practices and commitment. – Additional reporting by Karen Yue
