Is tourism in Sarawak well on its way to recovery?

Sarawak is known for its cultural riches such as the Kaul Festival that’s celebrated by the Melanau community. — Sarawak Tourism Board

When tourism activities were halted nearly two years ago due to the Covid-19 pandemic, the Sarawak Tourism Board (STB) took the opportunity to change its marketing strategy during the downtime. This resulted in Sia Sitok Sarawak, an intrastate tourism initiative in 2020.

“If I said the (effect of the) pandemic was not that bad, I would be lying. It hurt us very, very badly,” said STB chief executive officer Sharzede Salleh Askor in an exclusive interview.