Sarawak, Peninsular Malaysia, Brunei, Indonesia, Taiwan, and France Media Professionals Celebrate Global Partnerships at Sarawak Tourism Board’s Exclusive Media Night 2024

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The Sarawak Tourism Board (STB) recently brought together over 150 media professionals from Sarawak, Peninsular Malaysia, Brunei, Indonesia, Taiwan, and France at the much-anticipated Media Night 2024. Held at the Imperial Hotel in Kuching, the event was themed ‘The Soul of Sarawak’, shining a spotlight on the essential role of media in promoting the state’s rich tourism offerings.

The evening was a vibrant celebration of Sarawak’s diverse cultural, adventure, nature, food, and festival experiences (CANFF), which continue to define the region as one of Southeast Asia’s most exciting rising destinations. Media personnel from across the globe were treated to a spectacular display of Sarawak’s traditions, including captivating traditional performances, delicious local cuisine, and a heartfelt program highlighting the collaborative spirit between the media and the tourism industry.

This year’s Media Night embodied Sarawak’s warm hospitality, showcasing the state’s deep cultural roots and its recognition on the global tourism map. By fostering partnerships with international media, STB reinforced its commitment to promoting Sarawak as a top-tier travel destination while honoring the contributions of the media in sharing its stories with the world.

In her welcome address, Puan Sharzede Datu Haji Salleh Askor, CEO of the Sarawak Tourism Board, expressed appreciation for the media’s unwavering support in promoting Sarawak throughout 2024. “Our media outreach garnered 533 million eyeballs, over 210 million impressions, and an incredible RM91 million in PR value— an impressive leap from 2023 when we achieved 313 million eyeballs, 92.2 million
impressions, and RM39 million in PR value. These numbers speak volumes about what we can achieve together—a testament to our shared vision and commitment. We are deeply grateful for your partnership and your willingness to go above and beyond in your craft.,” said Puan Sharzede.

Sarawak has marked a groundbreaking year in 2024, with over 4 million visitors and more than RM10 billion in tourism revenue generated by mid-November. These remarkable figures not only exceed the state’s set targets but also surpass pre-pandemic numbers, signaling a major milestone in Sarawak’s tourism resurgence.

This success is a testament to the effective partnerships between the Sarawak Tourism Board (STB) and its media collaborators, as well as the strategic launch of the ‘Gateway to Borneo’ campaign at ITB Berlin. The campaign has effectively positioned Sarawak as the prime entry point to Borneo, inviting travelers to discover the state’s rich blend of nature, adventure, and cultural heritage.

In addition to the impressive visitor numbers, Sarawak achieved another significant feat with the inclusion of Niah Caves as its second UNESCO World Heritage Site. This prestigious recognition highlights Sarawak’s importance as a cultural and archaeological treasure, further enhancing its appeal to eco-tourists and cultural enthusiasts around the world.

The Sarawak Tourism Board’s outstanding efforts also earned recognition at various industry award ceremonies. The Sia Sitok campaign received the Campaign of the Year accolade in the In-House Category, while the Rainforest World Music Festival (RWMF) 2024 was awarded the same honor in the Agency Category at the Malaysia Public Relations Awards (MPRA) 2024. Additionally, STB was honored with the Tourism Board Campaign of the Year – Malaysia award at the TDM Travel Trade Excellence Awards 2024 for its exceptional work in promoting the iconic RWMF.

Looking ahead to 2025, STB aims to welcome 5 million visitors and continue building on this year’s momentum. With plans to strengthen global media partnerships, the board is dedicated to amplifying Sarawak’s diverse tourism offerings and solidifying its position as one of Southeast Asia’s most sought-after destinations.