Sarawak ramps up domestic tourism for Visit Malaysia 2026

KUCHING (Jan 30): Sarawak has intensified its domestic market outreach ahead of Visit Malaysia 2026 (VM2026) by bringing its ‘Sarawak: Gateway to Borneo’ business networking sessions to key Peninsular markets, engaging more than 160 travel agents and tour operators across Johor, Kuala Lumpur and Langkawi.

The multi-location business-to-business (B2B) sessions also involved over 15 Sarawak tourism partners and aimed to position West Malaysian agents as extended sales partners to drive domestic travel to the state.

With Malaysia targeting 43 million visitor arrivals for VM2026, Sarawak views the domestic market as a critical growth pillar supporting the national tourism agenda.

Strong turnout across the three locations reflected growing trade confidence in Sarawak as a domestic destination.

Speaking at the sessions, Sarawak Tourism Board Director of Marketing (Asean and Domestic) Gustino Basuan said the initiative focused on building meaningful connections ahead of VM2026.

“Today is about connection — connecting people, products and possibilities. More importantly, this session allows us to exchange ideas and explore practical ways to further strengthen domestic travel to Sarawak,” he said.

Anchored on the theme ‘Sarawak: Gateway to Borneo’, the sessions highlighted the state’s tourism offerings under the CANFF pillars — Culture, Adventure, Nature, Food and Festivals.

Sarawak tourism partners presented market-ready products and curated packages tailored for the 2026 domestic travel market, including accommodation, attractions, tours and immersive experiences. Connectivity and future readiness were also discussed.

Updates on AirBorneo highlighted improved domestic and intra-Borneo access, while Sarawak’s Unesco-recognised sites and sustainability initiatives, including hydrogen and electric public transport systems, were promoted as additional draws for responsible tourism.

The Strategic Partnership Collaboration Fund (SPCF) was introduced to support conversion from engagement to activation, offering marketing support and opportunities for joint promotions with travel trade partners.

The B2B sessions were designed to strengthen trade links between East Malaysia and the peninsula through structured one-to-one meetings, destination updates and product showcases, enabling Sarawak suppliers to engage directly with West Malaysian agents ahead of VM2026.

The Sarawak Tourism Board (STB) said the initiative has strengthened trade partnerships and laid a solid foundation for domestic travel growth this year, positioning the state as an accessible and compelling destination for Malaysians to experience Sarawak as the ‘Gateway to Borneo’.