KUCHING: Sarawak's tourism industry can look forward to continued growth next year with more promotional efforts planned ahead of Visit Malaysia Year (VMY) 2026.
Sarawak Tourism Board (STB) chief executive officer Sharzede Salleh Askor said marketing initiatives would be ramped up next year to improve Sarawak's visibility among travellers.
ALSO READ: New heritage gem in Sarawak
"Next year is the year before VMY, so I think everyone will want to showcase their attractions.
"At STB, we will intensify our marketing, increase our initiatives and explore new markets so that we will be seen much more," she said on Thursday (Sept 26).
Sharzede said China, India and the Middle East were among the new markets STB was looking into.
She called on tourism stakeholders to adapt to these markets and tap into their potential.
ALSO READ: Over 20,000 throng Sibu Jaya water fest
"There are 40 million Indians who travel and they are an affluent market now.
"They have expectations for what they pay for, so our stakeholders have to be open-minded and know the needs of their customers," she said.
Sharzede also said Sarawak was on track to exceed its target of four million visitors this year as the state had already recorded 3.2 million arrivals up to August.
She said about two million of the visitors were foreigners.
ALSO READ: Sabah, Sarawak must work together to ensure tourism flourishes, says Liew
"This has already surpassed our expectations. With four months to go, averaging 400,000 visitors a month, we can easily reach 4.8 million arrivals.
"But with the peak season towards the end of the year, it would be nice if we can get five million visitors," she said.
