Abdul Karim said STB has implemented a series of robust marketing and promotion plans in alignment with PCDS 2030 and the Sarawak Tourism Master Plan 2020-2035 since the tourism sector was identified as one of the top key contributors to the state’s GDP.– Photo by Chimon Upon
KUCHING (Nov 19): Sarawak Tourism Board (STB) is targeting India and the Middle East in the New Market segment under its marketing and promotional initiatives, said Dato Sri Abdul Karim Rahman Hamzah.
The Tourism, Creative Industry and Performing Arts Minister said this is due to the growing population of travellers with higher spending power and diverse interests.
“India’s booming outbound tourism market, driven by its large, young, and digitally savvy population, high spending power, growing middle class, and interest in niche tourism sectors, benefits global destinations like Sarawak with improved infrastructure and accessible e-visa options.
“Consequently, STB engaged with 64 prominent film producers from the South Indian Film Producers Association to entice them to choose Sarawak as their next filming location,” he said when winding up his ministerial speech at the State Legislative Assembly (DUN) Sitting here.
He said STB has implemented a series of robust marketing and promotion plans in alignment with the Post Covid-19 Development Strategy (PCDS) 2030 and the Sarawak Tourism Master Plan 2020-2035 since the tourism sector was identified as one of the top key contributors to the state’s Gross Domestic Product (GDP).
“Throughout the year, a total of 50 marketing and promotional initiatives have been implemented in STB’s focus markets.
“These efforts are aimed at achieving the ambitious target of four million visitor arrivals by 2024,” he said.
He said as of today, STB has completed all of its planned initiatives across key markets, including Europe, North Asia, new markets such as India and the Middle East, Asean and domestic markets.
“The results of these initiatives have been highly successful and impressive.
“In 2024, the growth rates for various regional markets such as Europe saw an increase of 12.14 per cent; North Asia experienced a significant rise of 58.63 per cent; New Markets grew by 75.31 per cent; Asean markets expanded by 44.58 per cent; and the Domestic market increased by 3.89 per cent,” he said.
Abdul Karim also touched on STB’s strategic partnership with airlines including the recent partnership with Scoot Airlines Singapore to strengthen connectivity between Singapore and Sarawak’s cities namely Kuching, Miri, and Sibu.
“This collaboration has led to an increase of 14 weekly flights – daily to Kuching, four to Miri, and three to Sibu.
“STB continues to pursue connectivity collaboration via the hub and spoke strategy with other airlines such as AirAsia, Royal Brunei Airlines, Indonesia AirAsia, and Batik Air to drive growth in the tourism sector,” he said.
He said Sarawak will also be welcoming four expedition cruise ships with an estimated total of 622 passengers berthing in Miri and Kuching by the end of this year.
“Passengers will discover more of Sarawak during their shore excursions to various tourism attractions,” said Abdul Karim.
This post was originally published on here
