Sarawakian band Buloh Berkocak performing at the recent Rainforest World Music Festival in Kuching. The state is banking not just on music festivals but other international festivals and events to bring in more tourists. — ZULAZHAR SHEBLEE/The Star
Sarawak is not only rich in flora and fauna, it is also rich in ethnic and cultural diversity, thus making Sarawak unique in terms of depicting a pluralist society with a high value of tolerance.
Sarawak Tourism, Creative Industry and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah said these two features are among Sarawak’s main strengths in attracting visitors to the state.
“Culture, adventure, nature and food festivals are the ones that we have been marketing. We’d like to continue this because I noticed that a lot of people are coming to Sarawak because of that.
“For example, Bruneians come for the food and festivals in Miri or Bintulu because they cannot find these things in Brunei,” he said.
He said the goal of attracting four million tourists to Sarawak in 2024 is central to the strategic vision for the state’s tourism, adding that the state recorded more than 3.5 million tourist arrivals last year.
“How we bring in these people, there must be a specific purpose. We must have music festivals, cultural festivals, food festivals and even sports festivals and medical tourism,” he said.
Striving for the ambitious target of drawing four million visitors to Sarawak in 2024, the tourism strategy centres on establishing the state as a premiere eco-tourism hub, with an emphasis on responsible and sustainable practices.
However, Abdul Karim emphasised that to attract tourists, the focus should be on catering to a demographic inclined to have bigger spending and longer stays.
Meanwhile, Sarawak Tourism Board (STB) chief executive officer Sharzede Salleh Askor said the board took bolder and more aggressive measures and strategies in marketing the state at the international level to prepare for the Visit Malaysia Year 2026.
She said that STB’s strategies focused on eco-tourism, prioritising unique and responsible experiences, which involve emphasising sustainable infrastructure development to balance tourism growth with the region’s natural beauty and minimise environmental impact.
She explained that the goal is to encourage tourists to participate in cultural experiences and initiatives and foster a sense of responsibility and ownership of Sarawak’s natural and cultural heritage.
“As part of our strategy, we have taken proactive steps to collaborate with international partners and increase our global recognition.
“For instance, we recently launched a campaign in Britain with National Geographic Traveller and TripAdvisor, providing informative articles and videos to potential travellers,” she said.
These efforts, she said, led to Sarawak winning several awards at the international level, including the Global Communications Campaign Award by Davos World Communications Forum Award 2023, Campaign of the Year award at MPRA 2023 for the Rainforest World Music Festival: The Comeback Stronger Brand Story, and Wanderlust Reader Travel Awards 2023 (#10 in most desirable region in the world category).
“It is not just about organising concerts (referring to the Rainforest World Music Festival); it’s about fostering a sense of unity. We aim to unite people through a shared appreciation of culture, heritage and music.
“We aspire to nurture cultural preservation, champion responsible practices and create unforgettable experiences for our visitors. Our commitment transcends the present, reaching into sustainability, intending to make a positive impact on the community and leave a lasting legacy for future generations,” she said.
The Bako National Park in Kuching, Sarawak. Sustainable tourism in the state is growing rapidly. — Tourism Malaysia
Sports tourism
Meanwhile, the Anak Sarawak International Half Marathon (ASIHM21) which will take place in Kuala Lumpur on Feb 3, is set to become another sports tourism attraction in the country.
Deputy Prime Minister Datuk Seri Fadillah Yusof said this was because the running event held along two of the country’s major highways, the Sungai Besi-Ulu Kelang Elevated Expressway (SUKE) and the Ampang-Kuala Lumpur Elevated Highway (AKLEH), was expected to attract 7,000 local and foreign participants.
“This programme is being held by Sarawak Volunteers for the second time, and this time, in collaboration with the Malaysian Highway Authority and several sponsors.
“The purpose of implementing this programme is to promote a healthy lifestyle, and also to showcase the beautiful surroundings of KL as a destination for marathon sports, as the city offers various beautiful night views,” he said.
Fadillah said this at a press conference with the organisers after officiating the ASIHM21 programme recently.
In the meantime, Fadillah, who is also the Patron of Sarawak Volunteers, said one of the distinctive features of the second edition of ASIHM21 was that it was open to marathon enthusiasts from 13 countries.
According to him, the event has so far attracted foreign participants from Spain, Germany, Italy, Canada, Argentina, Turkiye, South Korea, Singapore, Thailand, Brunei, and Indonesia.
Fadillah said the event would feature three categories: 6km, 11km, and 21km, with a total prize pool of RM60,000 for all categories.
He added that the run that will take place from 7pm on Feb 3 to 1am the next day, will cause some stretches along SUKE and AKLEH to be closed from 5pm, with traffic control implemented by the authorities.Eco-tourism promotions
In other news, Tourism, Arts and Culture Minister Datuk Seri Tiong King Sing attended the 27th Asean Tourism Ministers Meeting and the 44th ASEAN Plus Three Tourism Meeting in Laos recently.
Tourism Malaysia in a statement said the official opening ceremony of Asean Tourism Forum 2024 (ATF 2024) was officiated by Prime Minister of Laos Sonexay Siphandone at the Don Chan Palace Hotel, Sisattanak District, Vientiane.
ATF 2024 covers two concurrent events, namely the Ministerial and Bilateral meetings at Landmark Hotel, and the Travel Exchange (TRAVEX) at the Lao International Trade Exhibition and Convention Centre (Lao ITECC), which also serves as a platform for suppliers of Asean tourism products and services as well as qualified buyers from around the world.
For TRAVEX, Malaysia will depict eco-tourism and sustainable attractions in tandem with the modern cities that Malaysian tourism has to offer including Malaysian traditional handicrafts by Karyaneka.
“On this note, Malaysia congratulates Laos for successfully organising ATF2024. We hope that the meeting and travel fair will help in boosting the Asean tourism business and bilateral understanding at the highest level,” Tiong was quoted as saying in the statement.
Joining the Malaysian delegation are representatives from Perak Tourism, Melaka Tourism and Johor Tourism as well as local dignitaries, excellencies, media and tourism industry players. – Bernama
