Sarawak is strategically redefining itself as a multi-sensory brand that blends nature, culture, and innovation
In an era where tourist dollars hinge not just on destinations but the stories they tell, Sarawak is quietly scripting a tourism masterclass.
With bold ambitions to welcome five million visitors and rake in RM12.73 billion in tourism receipts this year, the Land of the Hornbills is demonstrating what happens when cultural authenticity, strategic positioning, and regional branding align.
Datuk Seri Abdul Karim Rahman Hamzah, Sarawak’s Minister for Tourism, Creative Industry and Performing Arts, recently shared that 1.6 million arrivals were recorded in the first four months of 2025 alone, contributing a hefty RM4.07 billion to the state’s tourism coffers.
That’s not just a promising start—it’s a clear signal that Sarawak is gaining momentum as a must-visit destination within ASEAN and beyond.
The Power of Proximity and Purpose
A closer look at the numbers reveals a fascinating trend: Sarawak’s largest visitor segments come from neighbours like Brunei (514,015 visitors) and Indonesia (236,054), followed by China, Singapore, and the Philippines.
These figures tell a compelling story of regional pull—not just as a scenic escape, but as a cultural and economic hub.
Unlike destinations that lean heavily on glossy campaigns and celebrity endorsements, Sarawak is doubling down on its core: heritage, nature, and people-powered experiences.
From tribal longhouses and rainforest festivals to world-class museums and indigenous crafts, Sarawak isn’t selling fantasy—it’s offering authenticity.
More Than Tourism: A Creative Economy in Motion
What makes Sarawak’s RM12.73 billion target particularly intriguing for marketers is the ministry behind it: Tourism, Creative Industry and Performing Arts.
This isn’t just a tourism portfolio—it’s a creative economy blueprint.
By placing creative industries side-by-side with tourism, Sarawak is tapping into the growing global trend of experiential travel.
It recognises that today’s travellers want more than sightseeing—they want stories.
Whether it’s immersive theatre in a rainforest, culinary trails through kampung kitchens, or indigenous storytelling infused with augmented reality, Sarawak is poised to deliver.
This presents an incredible sandbox for brands, marketers, and content creators.
Consider the rising demand for destination content marketing.
Imagine short films that merge Sarawak folklore with cinematic storytelling.
AR tourism apps that let you “walk with warriors.”
Travel influencers showcasing Sarawak’s remote homestays and digital nomad-friendly eco-resorts.
The storytelling possibilities are endless.
Turning Numbers into Narratives
Let’s be clear: these aren’t just impressive numbers—they’re brand KPIs.
Last year, Sarawak hosted 4.83 million visitors and collected RM12.45 billion in receipts, up from RM9.9 billion in 2023.
This consistent growth isn’t just a win for the tourism board; it’s a brand evolution that deserves attention.
The state is strategically redefining itself not just as a destination but as a multi-sensory brand that blends nature, culture, and innovation.
Think of it as “slow marketing” done right—where every rainforest trek, traditional sape performance, or bamboo craft isn’t just an attraction but a brand experience with viral potential.
Sarawak’s bold tourism vision offers valuable lessons for marketers across industries:
Authenticity is Scalable: You don’t need CGI dragons or billion-dollar sets to win hearts. A well-told story rooted in truth travels further—and lasts longer.
Local is Global: Regional visitors from Brunei, Indonesia, and the Philippines aren’t just “low-hanging fruit.” They’re culturally connected audiences with high lifetime value. Sarawak’s regional marketing approach can inspire local brands to relook ASEAN as a goldmine.
Creative Industries Drive Tourism—and Vice Versa: Sarawak’s ministry structure itself is a case study in convergence marketing. It’s time more states—and brands—think in integrated terms.
Sustainability is the New Luxury: As more travellers seek meaningful, eco-conscious experiences, Sarawak’s natural abundance becomes its premium product. It’s not about five-star—it’s about five-sen
For too long, mainstream campaigns have framed Sabah and Sarawak as Malaysia’s “other” destinations—add-ons rather than anchors.
It’s time for a shift. Sarawak isn’t just part of the tourism picture.
It is the picture.
In a world fatigued by over-tourism and homogenous experiences, Sarawak is carving out a fresh narrative—one rooted in connection, community, and creative possibility.
To marketers, this is your invitation: Look East, and help tell the story.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
