With additional marketing initiatives slated before Visit Malaysia Year (VMY) 2026, Sarawak's tourist sector may anticipate a sustained expansion in the upcoming year.
 
The chief executive officer of the Sarawak Tourism Board (STB), Sharzede Salleh Askor, announced that marketing campaigns will be intensified in the upcoming year to raise awareness of Sarawak among tourists.

As the following year is before VMY, I believe that exhibitors will want to highlight their attractions.

"At STB, we will intensify our marketing, increase our initiatives and explore new markets so that we will be seen much more," she stated on Thursday, September 26th.
 
It was shared that among the new markets, STB was investigating were China, India, and the Middle East.
 
She urged those involved in tourism to adjust to these markets and take advantage of their opportunities.

"There are 40 million Indian travellers, and they currently make up a wealthy market.

"They have expectations for what they pay for, so our stakeholders have to be open-minded and know the needs of their customers," she stated.

Sharzede added that with 3.2 million arrivals reported in the state of Sarawak as of August, the state was expected to surpass its four million visitor target this year.