Sarawak Tourism Board Showcases Sustainable Investment, Medical Tourism, and Cultural Diversity at Sarawak Mega Fair 2025 in Singapore

Published on November 24, 2025

By: Tuhin Sarkar

The Sarawak Tourism Board (STB) has made waves in Singapore with its participation in the much-awaited Sarawak Mega Fair 2025, held at the Suntec City Atrium Convention Centre. Coinciding with ITB Asia, one of the largest tourism trade shows in the region, the event highlighted Sarawak’s commitment to sustainability, cultural preservation, and its growing potential as an investment and tourism destination.

Sarawak’s Rising Profile in Regional Tourism

Leading the delegation was the Premier of Sarawak, alongside cabinet ministers, government heads, and industry partners. Their presence at the event reinforced the state’s unified approach to positioning Sarawak as a leading destination in three key areas: eco-tourism, medical tourism, and international investment. By participating in the Sarawak Mega Fair, the STB underscored its ambition to expand Sarawak’s international tourism footprint and attract strategic investments into the region. The event was not merely a platform for tourism exhibitions; it was a significant step towards building stronger cross-border partnerships.

Sharzede Datu Hj Salleh Askor, the Chief Executive Officer of the Sarawak Tourism Board, spoke to Travel and Tour World about the event’s importance. According to Sharzede, the Sarawak Mega Fair served as more than a promotional tool. It was a powerful platform to engage with both potential investors and travelers from Singapore and beyond. Sharzede emphasized the strategic importance of the fair in educating the Singaporean market about Sarawak’s unique tourism offerings and the investment opportunities that exist in the state.

A Unified Message from Sarawak’s Leadership

Sharzede’s message was clear: the event was designed to showcase Sarawak’s tourism strengths and communicate the state’s vision for sustainable and meaningful tourism. The Premier of Sarawak and other members of the delegation played a key role in underscoring Sarawak’s commitment to sustainable development, economic growth, and offering high-value experiences for visitors. The presence of top government officials sent a strong signal that Sarawak is not just another tourist destination but a state that is actively shaping its future through innovative tourism strategies and investment.

“Our objective is to introduce and showcase Sarawak to the Singaporean market,” Sharzede explained. “We want investors and travelers to understand who we are, what we stand for, and the opportunities they can explore here. The presence of our Premier and cabinet members reflects our commitment to sustainable tourism, quality investments, and high-value visitor experiences.”

Sustainability at the Heart of Sarawak’s Tourism Strategy

Sustainability is the cornerstone of Sarawak’s tourism blueprint. Over 62% of the state’s land is covered by rainforests, and Sarawak is keen to preserve its natural resources while promoting eco-tourism and cultural tourism initiatives. Sharzede took the opportunity to discuss the state’s eco-tourism plans, stressing the importance of protecting Sarawak’s biodiversity while enhancing its tourism offerings. “Sarawak is not about mass tourism. We focus on meaningful tourism that creates understanding, respect, and sustainability,” Sharzede said.

She further explained that every development, from infrastructure to events, is aligned with the state’s Post-COVID Development Strategy (PCDS) 2030. This strategy aims to strike a balance between economic growth and environmental protection, ensuring that the region’s natural wonders are preserved for future generations while boosting tourism and investment.

Medical Tourism: A Growing Priority for Sarawak

Another key area of focus for Sarawak’s tourism future is medical tourism. Currently, the state boasts five hospitals and is planning to build three more private medical facilities. These hospitals will cater to patients from the region seeking high-quality, affordable, and convenient healthcare options. Sarawak is rapidly becoming an important player in the medical tourism sector, and the Mega Fair allowed the state to highlight its capabilities in offering world-class medical services.

The development of medical tourism is part of Sarawak’s broader strategy to diversify its offerings and attract more international visitors. By positioning itself as a hub for both eco-tourism and medical tourism, the state is becoming an increasingly attractive destination for travelers seeking both adventure and medical care.

Sarawak Mega Fair: A Gateway to Investment Opportunities

The Sarawak Mega Fair was not just about tourism; it was a major platform for fostering business and investment opportunities. The event brought together tourism operators, hoteliers, community enterprises, and potential investors from Singapore and the ASEAN region. The fair showcased a range of tourism experiences, from eco-tourism ventures and cultural heritage sites to medical tourism and new investment projects in key areas such as Miri, Damai Peninsula, and Kuching.

Additionally, the fair highlighted Sarawak’s increasing connectivity, particularly through new direct flights to Kuching. The state’s improved air connectivity, including Scoot’s upcoming daily flights from Singapore to Kuching, aims to strengthen travel links between Sarawak and Singapore, further enhancing its appeal as a regional hub for tourism and investment.

Sharzede pointed out that Sarawak is also seeking to expand its hospitality sector, specifically by attracting more branded international hotels. While the state already hosts major international hotel brands such as Marriott, Pullman, Sheraton, and Hilton, the STB is focused on attracting more global hotel chains to the region. This move is designed to provide more options for high-value travelers and meet the growing demand for quality accommodations in Sarawak.

Celebrating Cultural Diversity: A Key Attraction of Sarawak

Sarawak is home to a vibrant mix of cultures, with 34 ethnic groups calling the state home. The Sarawak Mega Fair was a celebration of this rich cultural heritage. Performances and exhibitions during the event showcased Sarawak’s diversity, bringing its unique cultural identity to the forefront. One of the highlights was the Rainforest World Music Festival (RWMF), a symbol of Sarawak’s creative and sustainable approach to tourism.

Sharzede spoke about the festival’s role beyond music, explaining that it serves as a platform for environmental and youth education. “Every ticket purchased for RWMF contributes to tree planting and programs like the Rainforest Youth Summit,” she said, emphasizing the festival’s commitment to sustainability and education.

Empowering Communities Through Digital Transformation

A crucial aspect of Sarawak’s tourism strategy is empowering local communities, particularly women entrepreneurs, to participate in the tourism economy. The STB has partnered with the Pacific Asia Travel Association (PATA) and other global organizations to upskill local tourism players in digital marketing and AI tools. This digital transformation helps rural communities and small businesses gain visibility online, boosting their chances of attracting international visitors.

Sharzede emphasized that the STB’s work is not just about high-profile tourism developments; it’s about empowering communities at every level. From rural homestays to city-based enterprises, the goal is to ensure that local communities are included in Sarawak’s tourism growth, contributing to a more inclusive and sustainable economy.

Sarawak’s Vision for the Future

As Sarawak looks toward Vision 2030-2035, the state’s focus is shifting from raising awareness to converting global visibility into tangible results. Key developments, such as expanding the Borneo Convention Centre Kuching (BCCK) and supporting the growth of medical tourism with new private hospitals, are underway. The STB is also focused on forging partnerships to attract international hotel investments and increase the state’s global presence.

Sharzede concluded by stating that the Sarawak Mega Fair was just the beginning of a larger journey. “We’ve built awareness. Now it’s time for conversion, turning visibility into collaboration. Our mission is clear: to grow sustainably, inclusively, and meaningfully,” she said.

As Sarawak prepares for Visit Malaysia Year 2026 and continues its Vision 2035, the state remains focused on its role as a model destination for sustainable tourism, medical tourism, and cultural heritage. With its natural beauty, diverse culture, and commitment to sustainable development, Sarawak is poised to become the gateway to Borneo and an international leader in eco-tourism.