Sarawak Broadens Global Tourism Strategy, Eyes Growth in Medical Tourism

On August 19, Sarawak Tourism, Creative Industry and Performing Arts Minister Dato Sri Abdul Karim Rahman Hamzah said the state is strengthening its international tourism promotion efforts, including through its own pavilion at major global tourism events such as Internationale Tourismus-Börse (ITB) Berlin and World Travel Market. The Minister noted that Sarawak is broadening its target markets to include India, China, South Korea, Central Asia, Uzbekistan, and Türkiye, while continuing to strengthen outreach in ASEAN and domestic markets. The state recorded nearly 4.97 million visitor arrivals in 2025 and is targeting 5 million in 2026, with tourism receipts averaging more than MYR 1 billion (approximately USD 248 million) per month over the past two years. Sarawak Tourism Board CEO Dr. Sharzede Datu Salleh Askor added that the board is adjusting its strategy in response to geopolitical uncertainties and changing travel trends, while maintaining a presence in both regional and long-haul markets to keep Sarawak on the global tourism radar.

Sarawak also sees medical tourism as a complementary growth area. On August 10, Premier Datuk Abang Johari Openg said the state welcomed more than 100,000 medical tourists in 2025, roughly double the previous year. This highlights the potential for Sarawak to serve patients from across Borneo and the wider ASEAN region. The planned 300-bed Regency Specialist Hospital, expected to open in 2029, will expand specialist healthcare offerings, including cancer treatment. The state is also investing in supporting infrastructure and air connectivity through the state-owned AirBorneo, while its natural attractions could complement the healthcare sector by providing opportunities for post-treatment recovery.