With India emerging as a high-potential outbound market, Sarawak Tourism Board (STB) is sharpening its engagement through sustained trade partnerships and niche experiential promotion. Dr. Sharzede Datu Haji Salleh Askor, Chief Executive Officer, STB, highlighted that Sarawak’s India strategy is focused on building long-term awareness while aligning destination offerings with evolving traveller preferences ahead of Visit Malaysia 2026.
Positioned as one of Malaysia’s most culturally layered and nature-rich regions in the island of Borneo, Sarawak is focusing on experiential tourism rather than volume-driven growth.
Consistent Engagement in the Indian Market
India remains a relatively new market for Sarawak, but the response has been encouraging as awareness continues to grow through roadshows, familiarisation trips, and trade partnerships. Initial outreach began in 2019, and despite the pandemic slowdown, arrivals have rebounded steadily over the past few years.
Dr Sharzede noted that relationship-building has been central to this progress, as she expressed, “India is still a new market for us, but the growth has been very encouraging. Compared to the pre-pandemic period, arrivals from India have increased by nearly 70 per cent. In 2025, we welcomed more than 45,000 Indian travellers, which is a strong indicator of rising interest. India is very much about relationship marketing; it is important for us to understand the expectations of Indian travellers while ensuring that our trade partners understand Sarawak’s unique offerings. Over the past three years, our continued presence has helped build confidence and stronger engagement across the market.”
Collaborations with trade associations such as TAFI have further strengthened visibility, particularly through conference and joint promotional initiatives. These interactions have expanded destination awareness while encouraging more tour operators to include Sarawak in broader Southeast Asia itineraries.
Looking ahead, the board is targeting double-digit growth from India, supported by deeper regional outreach and continued engagement with emerging outbound cities.
Eco-Tourism and Culture Shape Sarawak’s Appeal
Sarawak’s positioning for the Indian market is anchored in its strong eco-tourism identity and cultural diversity. The destination offers a blend of ancient rainforests, indigenous traditions, and wildlife encounters, creating opportunities for immersive itineraries beyond conventional leisure travel.
Among its most prominent natural assets are UNESCO-recognised sites such as Gunung Mulu National Park and the archaeological landscapes of Niah National Park, both of which are being promoted as key highlights for adventure and nature-driven travellers.
Adventure tourism, wildlife exploration, and cultural experiences are currently seeing the strongest traction from Indian visitors, particularly from southern India, where targeted promotions are being aligned with infrastructure readiness. Sarawak’s rich biodiversity adds another dimension to its appeal, with opportunities to spot rare wildlife such as orangutans, proboscis monkeys, Irrawaddy dolphins, marsh crocodiles and vibrant hornbills across its national parks like Bako, rainforests and river ecosystems.
Sarawak is also strengthening its event-driven tourism calendar through international cultural showcases. The long-running Rainforest World Music Festival continues to draw global audiences and is gaining attention among Indian travellers interested in music and concert tourism experiences.
Dr Sharzede explained that the destination’s approach prioritises quality-driven growth. She said, “We are not looking at mass tourism; our focus is on niche experiences that allow travellers to truly engage with Sarawak’s nature and culture. Indian travellers are especially interested in adventure and wildlife, and we are adapting our offerings accordingly, including culinary experiences that cater better to their preferences. Our five tourism pillars, culture, adventure, nature, food, and festivals, allow us to present Sarawak in a very holistic way.”
Connectivity and Emerging Gateways
Improving air connectivity remains a key priority as Sarawak aims to scale Indian arrivals further. Dr Sharzede informed, “Currently, most Indian travellers access the destination through regional transit hubs, with services operated by Malaysia Airlines, AirAsia and Royal Brunei Airlines. Direct connectivity would significantly accelerate growth from India, and we are in discussions with airlines such as IndiGo to explore future opportunities.”
Kuching, the capital city of Sarawak, continues to serve as the primary gateway, supported by strong convention infrastructure and urban tourism experiences. At the same time, Miri is developing as an emerging tourism and MICE hub, given its proximity to major eco-tourism attractions and ongoing hospitality expansion.
VM 2026 India Focus
Sarawak is also aligning closely with national initiatives led by Tourism Malaysia, contributing to Malaysia’s broader international arrival targets under Visit Malaysia 2026. With steady trade engagement, niche positioning, and improving connectivity, Sarawak is targeting growth from approximately 45,000 Indian arrivals to around 60,000 in the near term, reinforcing its strategy of quality-driven expansion across one of the world’s fastest-growing outbound markets.
 is sharpening its engagement through sustained trade partnerships and niche experiential promotion. Dr. Sharzede Datu Haji Salleh Askor, Chief Executive Officer, STB, highlighted that Sarawak’s India strategy is focused on building long-term awareness while aligning destination offerings with evolving traveller preferences ahead of Visit Malaysia 2026.){kind=link}