As Sarawak Tourism Board is participating in OTM in India, what is your objective?

Our primary objective at OTM India is to position Sarawak as a unique destination within Borneo. We aim to enhance awareness of Sarawak’s unparalleled offerings, in our culture, adventure, nature, food and festivals that resonate with the Indian market and inspire greater travel interest.

Participation in OTM provides a strategic platform for Sarawak sellers to engage with Indian buyers in a meaningful dialogue, uncovers new business opportunities and strengthens relationships between Indian agents and Sarawak stakeholders.

How has Sarawak performed globally and especially in India in 2024?

Sarawak’s tourism sector achieved significant milestones in 2024, with total visitor arrivals reaching over 4.35 million by November. Of these, foreign arrivals made up 61 pc or 2.65 million, while domestic visitors accounted for 1.7 million or 39 pc. This performance underscores Sarawak’s growing appeal to both regional and global travellers.

India continues to be a key market, recording 38,507 visitor arrivals from January to November 2024. This reflects an impressive 58.5 pc growth, surpassing pre-pandemic levels in 2019, highlighting Sarawak’s rising popularity among Indian travellers. The success can be attributed to strategic marketing initiatives, strategic partnerships, and participation in events like OTM India.

What is your expectation for 2025?

In 2025, Sarawak aims to sustain this positive trajectory with a projected 30 pc growth in Indian visitor arrivals, targetting an estimated number of 55,000 Indian visitors. This optimism is driven by focussed campaigns in high-potential regions across southern India and continued efforts to promote Sarawak’s unique eco-tourism experiences, rich cultural heritage and community-based tourism offerings.

What is the profile of an Indian visitor to Sarawak?

Indian visitors to Sarawak typically fall into key segments, namely family travellers, adventure seekers, experiential tourists, and business/leisure travellers. These diverse groups are drawn to Sarawak’s unique blend of culture, adventure, and modern amenities.

Sarawak aims to sustain this positive trajectory with a projected 30 pc growth in Indian visitor arrivals (Photo: Sarawak Tourism Board)

Sarawak caters to their interests with offerings like immersive wildlife experiences at Semenggoh Wildlife Centre, birding at Kubah National Park and adventure activities in ancient rainforests and UNESCO World Heritage Sites such as Niah and Mulu National Parks. Families enjoy cultural and shopping experiences in vibrant Kuching, while MICE travellers benefit from modern venues complemented by Sarawak’s rich ecotourism and cultural heritage, ensuring a seamless mix of work and leisure.

For which segments of travellers is Sarawak best suited?

Sarawak appeals to travellers who value authentic and transformative experiences.It is an ideal destination for those seeking meaningful connections with local cultures, immersive encounters with nature, and unique adventures that go beyond conventional tourism. From exploring the traditions of its 34 ethnic groups to trekking through ancient rainforests and discovering hidden waterfalls, Sarawak offers experiences that inspire and leave lasting impressions.

Additionally, Sarawak attracts a new generation of travellers who appreciate eco-conscious travel, vibrant festivals, and opportunities to engage with local communities. Whether through cultural exchanges, nature-based adventures, or sustainable tourism initiatives, it provides a perfect backdrop for those looking to create stories worth sharing.

What is your strategy for promoting Sarawak in India? Which cities would be your focus in 2025?

To promote Sarawak in India, the 2025 strategy focuses on enhancing visibility and engagement through targetted initiatives in South India. Key cities of focus include Mumbai, Kochi, Chennai, Bengaluru, Hyderabad and Thiruvananthapuram. These cities are not only major urban centres with significant populations but also have direct flights to Kuala Lumpur, improving connectivity and facilitating travel to Sarawak.

The promotional activities will include tourism roadshows, B2B and B2C sessions, and collaborations with airlines and Tourism Malaysia. These efforts aim to highlight Sarawak’s unique offerings, which cater to the diverse interests of Indian travellers.