Sarawak sees 70% growth from India over pre-pandemic figures
Sharzede Datu Haji Salleh Askor, CEO of Sarawak Tourism Board
Focusses on niche segments and building long-term relationships in the Indian market.
Sarawak is steadily strengthening its presence in the Indian outbound market, emerging as a high-potential destination backed by post-pandemic growth and targeted engagement strategies.
While India is still a relatively new source market for Sarawak, having formally begun its outreach in 2019, the trajectory has been promising.
“India is a new market for us, but the growth has been very encouraging. We have seen a 70% increase compared to pre-pandemic numbers,” says Sharzede Datu Haji Salleh Askor, CEO of Sarawak Tourism Board.
“In 2025, we welcomed more than 45,000 Indian visitors, and we are targeting around 60,000 going forward,” Askor notes. “We are optimistic about achieving double-digit growth this year through our continued marketing and promotional efforts.” Building on this growth, the destination is now aiming higher, aligning with broader national targets under Visit Malaysia Year.
Relationship-driven market strategy
A key learning for Sarawak has been the importance of building long-term relationships in the Indian market, an approach that has shaped its strategy over the past three years. “India is all about relationship marketing. They need to understand us, we need to understand the market, adapt ourselves, and ensure we meet the expectations of Indian travellers,” she explains.
To build awareness and trust, the tourism board has actively invested in roadshows, familiarisation trips and media collaborations, including working with celebrities and publications to strengthen destination visibility. “We must always be in the radar and be seen consistently so that the trade and consumers have confidence in us,” she adds.
Connectivity remains a key gap
Despite the growth momentum, limited air connectivity continues to be a constraint for Sarawak’s expansion in India. “Connectivity is still a challenge. If we have direct flights from India, it will significantly boost arrivals,” Askor highlights.
Currently, the destination works closely with airline partners such as Royal Brunei Airlines and Malaysia Airlines, with a significant share of Indian travellers routing via Brunei and Kuala Lumpur. Discussions are also underway with IndiGo to explore future collaborations.
Beyond leisure, Sarawak is also exploring partnerships in education and youth exchange programmes, indicating a broader, multi-sector engagement strategy with India.
Positioning through niche experiences
Rather than chasing mass tourism, Sarawak is positioning itself as a niche destination focused on culture, nature and adventure, segments that resonate strongly with Indian travellers. “We are not looking at volume-driven tourism. Our focus is on niche segments,” Askor emphasises.
The destination’s tourism offerings are built around five key pillars, culture, adventure, nature, food and festivals. Sarawak is also strengthening its appeal through its growing portfolio of UNESCO-recognised sites, with a third expected to be announced soon.
Wildlife tourism remains another strong draw, with unique species such as the Orangutan, Proboscis monkey and Irrawaddy dolphin adding to the destination’s biodiversity appeal.
At the same time, the destination is adapting to Indian traveller preferences, particularly when it comes to food. “We understand that food is very important for Indian travellers, and we are working towards bringing in more authentic Indian cuisine options,” she notes.
Sarawak is also leveraging cultural and music tourism to strengthen its connect with Indian travellers. The long-running Rainforest World Music Festival, now in its 29th year, has consistently featured Indian artists, helping build familiarity and cultural resonance. “Indian artists have been part of our line-up over the years, which helps strengthen that cultural connect,” she adds.
Given the diversity and scale of the Indian market, Sarawak is adopting a focused, phased approach to expansion. “Southern India is our priority. We don’t want to spread ourselves too thin, we want to ensure infrastructure and readiness before scaling further,” Askor says.
