Sarawak tourism players call on AirBorneo for more competitive launch fares

KUCHING (Dec 11): Tourism industry players and frequent travellers have called on AirBorneo to introduce more competitive introductory pricing following Wednesday’s launch of the airline’s website and flight fares.

Business Events Sarawak (BESarawak) chief executive officer Amelia Roziman welcomed the launch fares but suggested that lower introductory pricing could further stimulate domestic travel.

“As a destination that relies on seamless connectivity for business events and regional economic growth, we welcome AirBorneo’s launch fares.

“However, more competitive introductory pricing could further stimulate domestic travel, especially among industry professionals, delegates, and organisers who frequently travel across Sarawak,” she told The Borneo Post.

“Affordable and accessible air travel is a key enabler for strengthening our business events ecosystem, supporting local communities, and enhancing Sarawak’s competitiveness as a preferred destination.

“With the right pricing strategy, AirBorneo can play a significant role in driving mobility, confidence, and long-term growth for Sarawak,” she added.

Association of Sarawak Inbound Agencies (Asia) chairman Philip Yong said he is confident that AirBorneo has conducted thorough research on its routes and pricing.

“Having the Kuching-Limbang route will be convenient for travellers between these sectors. The pricing to Mulu is the same as MASWings, so there is no controversy here. Besides, most rural routes are not profitable and heavily subsidised.

“We applaud the Sarawak government for taking on this enterprise for the benefit of our rural communities,” he said.

Sarawak Tourism Board director of marketing (Asean & Domestic) Gustino Basuan noted that fares to tourist destinations like Mulu remain similar to previous MASwings rates and are generally considered affordable.

“Yesterday, I randomly checked airfares on the newly launched website. Fares to tourist destinations like Mulu are basically the same as the past MASWings fares. I think it is still affordable, although there are no surprises of lower fares to encourage domestic travel.

“However, I think what is more important is for tourists to realise the value of our attractions,” he said.

Wenceslaus Rapik, an assistant manager of safety, health and environment, said the RM224 one-way fare could be considered reasonable when viewed as a return fare.

“While RM224 for a one-way domestic flight, especially to Borneo destinations, may seem on the higher side, it becomes a fair and worthwhile price when viewed as a return fare.

“More importantly, this initiative gives Sarawakians a real advantage: greater accessibility to air travel within the state and the potential for more frequent, reliable flights in the future.

“By supporting this effort now, we’re investing in better connectivity and stronger mobility for all Sarawakians,” he said.

Higher education officer (tourism) Nurhafeezha Ali said fares are generally reasonable for a new airline but suggested that strategic promotions, seasonal discounts, or travel packages could further encourage domestic travel.

“AirBorneo’s launch fares, such as RM224 for a one-way Kuching–Limbang flight, are generally reasonable for a new airline entering the market. The price is not extremely low, but it is competitive, especially considering that it includes basic services like baggage and refreshments.

“For encouraging domestic travel, slightly lower promotional fares could help attract more Malaysians, particularly price-sensitive travellers. However, AirBorneo also needs to balance affordability with operating costs to ensure long-term sustainability.

“Overall, the fares meet basic market expectations, but strategic promotions, seasonal discounts, or travel packages could further strengthen demand and support domestic tourism growth,” she said.

Head of marketing communications Catohrinner Joyce Guri described the initiative as commendable and expressed hope that AirBorneo would expand routes in the future, both within Borneo and across Asia, at reasonable prices.

“It is a commendable initiative by the Sarawak government. As a Sarawakian, I truly hope AirBorneo will grow, stay long, and prosper. As a traveller, I also look forward to seeing better promotions, more route options, and good customer service.

“I hope to see more routes opened in the future, not only within Borneo, but across Asia as a whole, and ideally at reasonable prices,” she said.