Interview With Dr Sharzede Datu Haji Salleh Askor Chief Executive Officer Of Sarawak Tourism Board 

Wednesday, August 26, 2026

The interview with TTW is about Sarawak Tourism Board’s current tourism priorities, strategic initiatives and future vision, with a focus on how Sarawak is strengthening its global tourism presence through market diversification, connectivity, sustainable and community-based tourism, strategic partnerships and destination development.
The discussion will also highlight PATA Travel Mart 2026 as an important platform for Sarawak to engage the international travel trade, showcase its tourism offerings and reinforce its positioning as the “Sarawak: Gateway to Borneo.”

What are Sarawak Tourism Board’s current priorities and key strategic initiatives as Sarawak continues to strengthen its position as a leading tourism destination?

Sarawak’s tourism priorities centre on growing the visitor economy while protecting the qualities that make the destination distinctive. Guided by the Post-COVID-19 Development Strategy 2030 and Tourism Master Plan 3.0, the state is aligning tourism with economic prosperity, social inclusion and environmental sustainability.

Its destination proposition is built around five pillars: Culture, Adventure, Nature, Food and Festivals (CANFF). Sarawak’s 34 ethnic groups, rich traditions, diverse cuisine and major events such as the Rainforest World Music Festival provide an authentic visitor experience for Sarawak: Gateway to Borneo. Its natural assets include two UNESCO World Heritage properties, Gunung Mulu National Park and the Archaeological Heritage of Niah National Park’s Caves Complex, alongside the Sarawak Delta UNESCO Global Geopark and ancient rainforests.

Sarawak is also strengthening its positioning as the “Gateway to Borneo” through improved connectivity, partnerships and multi-destination itineraries. Its EDGE marketing strategy focuses on Elevating, Diversifying, Growing and Empowering tourism by targeting markets and traveller segments where Sarawak has strong appeal, including China, Brunei, Kalimantan, India and Taiwan.

Connectivity remains crucial, with AirBorneo and infrastructure such as the Pan Borneo Highway supporting regional access and longer visitor stays across Sarawak: Gateway to Borneo.

Ultimately, Sarawak measures success not simply by arrivals, but by visitor spending, length of stay, community benefits and environmental protection. The ambition is clear: welcome more visitors while ensuring tourism strengthens communities, safeguards heritage and remains unmistakably Sarawak.

Which international markets are currently the key focus for Sarawak, and where does STB see the greatest opportunities for future tourism growth?

Sarawak is taking a more focused approach to international tourism, prioritising markets where destination strengths, connectivity and traveller interests align. Brunei and Indonesia, particularly Kalimantan, remain key markets because of shared borders, cultural links and easy overland access, supporting short breaks, events, food, shopping and cross-border travel as Sarawak: Gateway to Borneo.

Beyond neighbouring markets, Sarawak sees growing opportunities in India, Taiwan and Greater China, each requiring a tailored approach. India’s expanding outbound travel market offers potential to build awareness of Sarawak as a distinctive Borneo destination, while Taiwan and southern China present opportunities among travellers increasingly seeking nature, adventure and immersive experiences.

Sarawak’s competitive advantage lies in its breadth of experiences, including rainforests, caves, national parks, wildlife, indigenous cultures, gastronomy and festivals. The destination is particularly well positioned to attract younger, experience-driven travellers seeking authentic and active holidays.

Future growth will also depend on stronger connectivity, airline partnerships, tour operators and travel-trade relationships. Sarawak aims to attract visitors who stay longer, explore beyond gateway cities and spend within local communities.

Ultimately, the strategy is not about adding markets for the sake of growth. It is about attracting the right travellers, deepening engagement and positioning Sarawak as a compelling gateway as Sarawak: Gateway to Borneo.

How is Sarawak balancing tourism growth with environmental sustainability, cultural preservation and greater participation and benefits for local communities?

For Sarawak, tourism growth is not simply about welcoming more visitors, but about ensuring growth creates lasting value while protecting the destination itself. Our rainforests, rivers, biodiversity, cultures and communities are not separate from tourism; they are the foundation of why travellers come.

This responsibility rests on three priorities: environmental stewardship, cultural preservation and meaningful community participation. Sarawak is strengthening sustainable destination and event management, including initiatives such as tree planting through the Rainforest World Music Festival and an Event Sustainability Management System aligned with ISO 20121, encouraging responsible resource use, waste reduction, accessibility and community benefits.

Culture must remain authentic and community-led. Sarawak’s extraordinary ethnic diversity, traditions, craftsmanship, music and indigenous knowledge should be preserved and shared on local communities’ own terms, rather than reshaped solely for visitors.

Equally important is ensuring communities benefit economically as Sarawak: Gateway to Borneo. Training in digital tools and tourism capabilities can help local entrepreneurs, artisans, guides and rural businesses reach global travellers directly.

Ultimately, tourism success will be measured not only by visitor numbers, but by healthier environments, living cultures, stronger businesses and communities with greater opportunities.

What are Sarawak’s key expectations and objectives for PATA Travel Mart 2026, and how will the event contribute to strengthening Sarawak’s position within the international travel trade?

PATA Travel Mart 2026 arrives at a particularly significant time, coinciding with PATA’s 75th anniversary, Visit Malaysia 2026, and 45 years of Sarawak Tourism Board’s membership with PATA. As the first-time host, Sarawak sees this as a chance to demonstrate how far the destination has come while further establishing its standing on the international tourism stage as Sarawak: Gateway to Borneo.

Our objective is clear: convert global visibility into tangible tourism business and long-term partnerships. By bringing international buyers, airlines, tourism organisations, media and industry leaders to Sarawak, the event allows them to experience our connectivity, hospitality, infrastructure and products first-hand.

We want those experiences to translate into new itineraries, stronger distribution, airline collaboration and more Sarawak products in international programmes.

Importantly, the benefits should extend beyond Kuching, reaching national parks, indigenous communities, rural destinations, gastronomy, festivals, adventure and heritage businesses across the state.

PATA Travel Mart will also strengthen Sarawak: Gateway to Borneo, positioning Sarawak as a compelling starting point for exploring the island.

Ultimately, success will be measured by what follows: new packages, partnerships, markets, connectivity and opportunities. We want delegates to leave as investors, partners and advocates for Sarawak worldwide.

Looking ahead, what is Sarawak Tourism Board’s vision for strengthening Sarawak’s global tourism presence, and what role will connectivity, innovation, partnerships and new tourism experiences play in achieving this ambition?

Looking ahead, Sarawak’s ambition is clear: to become one of Asia’s most distinctive and responsible destinations, recognised globally for experiences that inspire visitors to return. Culture, Adventure, Nature, Food and Festivals (CANFF) remain at the heart of this proposition, but their greatest strength lies in how they intersect to create authentic, memorable experiences rooted in place.

Connectivity will be fundamental to this vision. AirBorneo, regional routes and stronger roads, jetties, transport links and digital access can open more of Sarawak to international visitors while helping tourism benefits reach rural communities. Better connectivity will encourage travellers to explore further, stay longer and experience more.

Innovation will strengthen competitiveness without replacing human connection. AI and digital programmes can help tourism SMEs improve marketing, customer engagement, operations and distribution, while technology makes travel planning more seamless as Sarawak: Gateway to Borneo.

Partnerships will also be essential. Working with airlines, PATA, travel trade, investors and communities, Sarawak can strengthen its role as the Gateway to Borneo, creating complementary itineraries across the island.

Ultimately, the focus is quality over quantity: improving existing attractions, strengthening community experiences, gastronomy and festivals, and protecting nature and heritage. Sarawak wants to be globally connected while remaining unmistakably itself.

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