KUALA LUMPUR – Sarawak Tourism Board’s (STB) swift response towards the upsurge of travel and tourism demands upon the post-pandemic lifting of travel restrictions, paid off when it bagged two gongs at the recent BrandLaureate Best Brands Awards 2022-2023 on Wednesday (August 16).
Sarawak Tourism, Creative Industry and Performing Arts Minister, Datuk Seri Abdul Karim Rahman Hamzah, said the state first recognised the surge in demand for domestic travel that helped boost local industries, followed by an increase in international tourist arrivals, which saw an increase in demand for nature and lifestyle tourism products.
STB’s marketing campaign with the tagline ‘Sarawak, More to Discover’ has been a success in promoting core tourism products in the state, which include culture, adventure, nature, food, and fest.
In 2021, the United Nations Educational, Scientific and Cultural Organisation (Unesco) Creative Cities Network recognised Sarawak’s capital Kuching as a Creative City of Gastronomy for its food and cuisine that embodies the multiculturalism and biodiversity of Borneo.
Additionally, convenience, safety, and security were among the reasons why Sarawak is fast becoming a choice destination in the region, Abdul Karim said.
“Sarawak seized the opportunity to market its tourism products aggressively once global lockdowns were lifted,” he said during the awards ceremony at the Majestic Hotel here, recently.
“This strategy paid off and surpassed all expectations.”
The state had targeted a total RM1.2 million in tourism revenue for 2022, but exceeded this to hit RM2.02 million by December 2022.
“The target for this year is RM3 million, and we have already achieved RM2.7 million by the end of July,” Abdul Karim said, adding that the state expects to hit its 2023 target by this month or next.
He said Sarawak has put in place a long-term development strategy from 2022 until 2030, which targets RM50 billion in tourism receipts by 2025.
“Looking at the current momentum, we believe we can achieve this,” he told reporters.
STB’s two awards were the Nation’s Pride Award for Tourism Promotion Excellence; and the BrandLaureate Brand Leadership Award for CEO of the Year – Tourism, honouring STB’s chief executive Sharzede Datu Salleh Askor.
The awards, organised by The World Brands Foundation (TWBF), recognise pioneering brands that demonstrate exceptional strategies and brand positioning.
Abdul Karim said both awards acknowledge STB’s effort, commitment, and initiatives to position Sarawak as a global tourism icon, and a leading ecotourism destination in Southeast Asia, with Responsible Tourism being its core approach.
“The Nation’s Pride Award and Brand Leadership Award for Sharzede serve as a testament to the years of exceptional service, commitment, and experience she has that has helped elevate Sarawak onto the global tourism stage, in addition to enriching the lives of the local communities in the state,” he said.
STB has achieved many notable achievements in 2023, a stellar one being conferred affiliate membership of the United Nations World Tourism Organisation (UNWTO), enabling STB to join UNWTO’s ongoing efforts to push for Responsible Tourism under its priority of sustainability in tourism.
The state however is facing some challenges in its effort to boost tourism, namely the poor connectivity to Borneo.
“This is the biggest hindrance to us and a reason why we are working towards setting up our own airline, hopefully by next year,” Abdul Karim said, adding that the state was also in talks with regional airlines to improve connectivity to Sarawak.
“This will boost Sarawak’s tourism promotion efforts and growth even further,” Abdul Karim added. – August 21, 2023
 swift response towards the upsurge of travel and tourism demands upon the post-pandemic lifting of travel restrictions, paid off when it bagged two gongs at the recent BrandLaureate Best Brands Awards 2022-2023 on Wednesday (August 16).){kind=link}