Zhao Junwen: Strengthen Cooperation to Promote New Developments in Sarawak Tourism Industry

(Miri, 15th) Deputy Minister of Tourism, Arts and Culture Zhao Junwen stated that holding exchange meetings with tourism stakeholders and industry players is very important. This is not only a crucial communication platform between the government and the industry but also helps both sides exchange views, coordinate development directions, and further strengthen strategic cooperation to jointly promote the development of Sarawak's tourism industry.

He pointed out that 2026 is an important year for Malaysia's tourism industry, as in conjunction with the "Visit Malaysia 2026" (VM2026) campaign, the government hopes to drive tourism growth through various programs and create more development opportunities for the national economy.

He made this statement while delivering a speech yesterday afternoon at the exchange meeting between the Malaysia Tourism Board and tourism stakeholders held at the 7th floor banquet hall of the Meritz Hotel in Miri.

Zhao Junwen pointed out that VM2026 is a national-level agenda aimed at stimulating the tourism industry's development, promoting the nation's economic growth, and creating more job opportunities for the people. Therefore, the Ministry of Tourism, Arts and Culture (MOTAC) and the Malaysian Tourism Board will continue to strengthen cooperation with government agencies, private enterprises, and non-governmental organizations.

He said that the success of VM2026 cannot rely solely on government efforts; it also requires the active participation and continued support of tourism operators, hotel owners, travel agencies, airlines, tourism product operators, and local communities.

He pointed out that the national tourism policy not only focuses on increasing tourist numbers but is also committed to attracting high-quality tourists, encouraging them to stay longer and spend more, thus creating a more competitive tourism industry.

He stated that the future direction of tourism development will shift towards "experiential tourism," by introducing higher-value tourism products, converting day-trippers into overnight visitors, and encouraging community participation in Community-Based Tourism (CBT), enabling local communities to share in the results of tourism development.

Zhao Junwen mentioned that the government also provides various support measures for tourism operators, including tax incentives for inbound tourism agencies and event organizers, as well as various matching grant schemes such as GAMELAN, GSSK, GSSP, and GSPC, to encourage the industry to organize events and promote tourism products.

He added that the government has also launched the "Malaysia Mesra" training program to enhance service quality in the tourism industry, cultivate professional, friendly, and ethical personnel, thereby enhancing the national tourism image.

He pointed out that Malaysia is endowed with rich and diverse tourism resources, including city tourism, natural ecotourism, cultural heritage, cuisine, shopping, and community tourism. These strengths should be packaged in a systematic and high-quality manner to attract domestic and international visitors.

Zhao Junwen stated that in Sarawak, the development of the tourism industry is also being continuously strengthened, including enhancing talent training for front-line service personnel and encouraging the participation of both urban and rural communities in tourism development.

He said that currently, there are a total of 74 registered homestay clusters in Sarawak, involving 924 operators and offering 1,902 rooms. Additionally, there are also 4 Kampungstay clusters, with a total of 7 operators participating in the program.

He revealed that the income of homestay and Kampungstay operators was RM6.7 million in 2024, increasing to RM9.2 million in 2025, a growth of 37%. In visitor numbers, there were 52,927 local visitors and 3,046 international visitors in 2024, while in 2025, the numbers grew to 65,892 local visitors and 3,832 international visitors, an increase of 24% and 25.8% respectively.

He added that during the period from 2024 to 2025, the government also allocated RM4.6 million to implement 21 tourism facility repair, conservation, and enhancement projects in Sarawak, to improve the facilities at tourist attractions, ecotourism areas, and cultural heritage sites.

In addition, in 2026, the Sarawak Ministry of Tourism, Creative Industry and Performing Arts (MTCP) will submit 23 related applications to the federal government. From the 11th to the 13th Malaysia Plans, the federal government has also approved 9 projects totaling RM47 million to construct tourism facilities in Sarawak.

Zhao Junwen expressed the hope that the Sarawak tourism industry will continue to closely cooperate with the Ministry of Tourism, Arts and Culture, the Malaysian Tourism Board, and relevant agencies to strengthen tourism promotion, enhance service quality, and bring higher-quality tourism experiences to visitors.

He emphasized that continuous exchanges, open communication, and strategic cooperation are the key factors for the successful development of the national tourism industry, and he hopes that through the joint efforts of all parties, Malaysia's status as a preferred international tourism destination will be further consolidated.