As Malaysia gears up for Visit Malaysia Year 2026 (VMY) with a national target of 47 million international arrivals, Sarawak is taking a distinctive approach, prioritizing quality, sustainability, and deeper visitor engagement over sheer numbers.

Sharzede Datu Haji Salleh Askor, CEO of the Sarawak Tourism Board, emphasizes the state’s focus on “intentional growth” in tourism. “We are not just chasing volume,” she explains. “Tourism should bring benefits to communities, not impose costs. If we blindly chase visitor numbers, local prices and resources can be strained. Our goal is to grow tourism thoughtfully, balancing economic opportunity with social and environmental sustainability.”

With a population of just 2.5 million, Sarawak has set an ambitious but measured target of 5 million tourist arrivals annually. Beyond the numbers, the state aims to extend the average visitor stay from 5.5 days to 7.5 days by 2030. This aligns with Sarawak’s commitment to “slow travel” and community-based tourism, offering travelers deeper immersion while supporting local livelihoods.

Unlike more accessible destinations such as Kuala Lumpur, Johor, Malacca, or Langkawi, Sarawak embraces its off-the-beaten-path appeal. Visitors are drawn to its living cultures, ancient rainforests, vibrant cuisines, unique festivals, and authentic homestays, experiences that integrate travelers into communities and ensure tourism benefits flow directly to local residents.

“Our strength lies in our uniqueness,” Sharzede adds. “Sarawak invites visitors not just to see, but to live and experience our cultures and landscapes, creating meaningful travel that lasts beyond a single trip.”