Back in May, during our coverage of ITB China, we witnessed the signing of a key agreement between the Sarawak Tourism Board and Royal Brunei Airlines which sought to boost tourism promotion between Malaysia and Brunei Darussalam.
Even before that signing, Sarawak has been working to raise its profile as one of Malaysia’s leading destinations.
As the Sarawakian city of Kuching hosts the 2026 PATA Travel Mart, we take a closer look at what this unique urban centre can offer global travellers.
What Sarawak has going for it
For years, Sarawak sat quietly in the wings of Malaysian tourism: a pristine destination reserved mostly for seasoned adventurers and eco-enthusiasts.
However, recent figures signal a dramatic shift in direction: Malaysia’s largest state nearly reached its ambitious historic visitor target, welcoming 4.97 million arrivals and generating a record-breaking RM12.67 billion in tourism revenue.
As the nation is now in the thick of Visit Malaysia Year 2026, Sarawak is rapidly shedding its status as a secondary side trip to Peninsular Malaysia, and positioning itself as the primary Gateway to Borneo.
The state’s transformation is built upon a foundation of strategic infrastructure investment and enhanced air connectivity.
Historical accessibility hurdles are being aggressively dismantled through aviation ownership strategies, including the strategic acquisition of regional carrier MASwings to increase flight frequencies from West Malaysia and ASEAN travel hubs, alongside regional expansion by AirBorneo.
Simultaneously, upgraded overland road networks have opened cross-border travel routes, driving a resilient influx of land-based visitors from neighbouring Brunei and East Kalimantan, Indonesia.
A potential power player for low-impact travel
Crucially, Sarawak’s trajectory aligns directly with a global shift towards responsible, low-impact travel.
Rather than pursuing unmanageable mass tourism, the Sarawak Tourism Board is cultivating high-value, community-based ecotourism.
Capacities are carefully regulated in ecologically sensitive destinations like the Bario Highlands and Gunung Lesong to protect local communities and environments.
In urban spaces, capital city Kuching has pioneered green mobility by introducing Malaysia’s first fleet of zero-emission, hydrogen-powered transit buses for residents and visitors alike.
On the conservation front, alongside the UNESCO-listed Mulu National Park, the state is actively promoting the Sarawak Delta Geopark as it undergoes formal UNESCO Global Geopark evaluation.
What’s next
To diversify its appeal to global travellers, Sarawak is likewise expanding its footprint in high-spending niche markets.
The state is expanding the Borneo Convention Centre Kuching to accommodate up to 10,000 delegates, fostering business leadership events that utilise Sarawak’s cultural and natural landscape as an experiential lab.
Culturally, the destination remains anchored by the Rainforest World Music Festival and media partnerships, including the AXN Ultimate Challenge: Sarawak reality series.
Furthermore, as a UNESCO Creative City of Gastronomy, Sarawak’s rich culinary landscape which spans from iconic Sarawak Laksa to sustainable, high-end aquaculture initiatives like Empurau fish cultivation continues to attract food-focused travellers.
While urban destinations such as Kuala Lumpur and Penang remain established centres for shopping and cultural heritage, Sarawak is capturing the lucrative market for meaningful, sustainable travel.
Supported by clear political strategy, targeted capital investment, and rich biodiversity, the state is securely positioned as Malaysia's next regional growth driver.
