Sarawak “uniquely positioned” to meet the demands of today’s travellers
ITB Asia News spoke with Sarawak Tourism Board CEO Sharzede Datu Haji Salleh Askor about the increasing popularity of the Malaysian state’s unique tourism offerings and new developments such as Niah Caves National Park’s recent designation as a UNESCO World Heritage Site.
Can you share the most recent visitor statistics for Sarawak?
Sarawak has seen remarkable growth in visitor numbers, recording 3.6 million visitors as of September 2024, surpassing the total visitors from pre-COVID-19 levels. This significant recovery is driven by the appeal of Sarawak’s unique tourism offerings built around Culture, Adventure, Nature, Food, and Festivals (CANFF). Sarawak’s diverse cultural heritage, rich natural landscapes, and vibrant festivals have particularly resonated with travellers from ASEAN and Europe.
What new developments is the Sarawak Tourism Board (STB) showcasing at ITB Asia this year?
A key highlight is the recent recognition of the Niah Caves National Park as a UNESCO World Heritage Site. This renowned site, home to one of the world’s oldest human settlements, continues to draw global attention for its historical and cultural value.
In line with our sustainability efforts, Sarawak is also leaning towards promoting eco-friendly city tours.
Additionally, we have just formalised a strategic collaboration with Scoot Airlines and the Sarawak Trade and Tourism Office Singapore (STATOS), establishing direct flights between Singapore and key destinations in Sarawak.
Continuing our focus on food, we will further promote Sarawak’s rich culinary heritage, inviting travellers to indulge in authentic local flavours. Kuching’s designation as a UNESCO Creative City of Gastronomy further elevates Sarawak’s food scene.
How do these offerings cater to evolving traveller interests?
Today’s travellers seek meaningful, sustainable, and immersive experiences, and Sarawak is uniquely positioned to meet these demands. The state’s focus on ecotourism, adventure, and cultural authenticity provides the perfect backdrop for those looking for authentic and responsible travel.
