Sarawak Tourism Board targets 10% increase in Indonesian arrivals

The Sarawak Tourism Board (STB) is aiming for an 8% to 10% increase in tourist arrivals from Indonesia this year. This follows a successful previous year where the state recorded over 700,000 Indonesian visitors, surpassing the initial target of 600,000.

Indonesia currently serves as Sarawak’s second-largest international tourism market, trailing only Brunei. To drive growth, STB has organized approximately nine marketing events across major Indonesian cities, including Jakarta, Surabaya, Serang, and Bandung. These efforts involve collaborations with local industry partners such as hotels, travel agents, and hospitals specializing in medical tourism.

STB plans to expand its reach by exploring new Indonesian cities and leveraging existing direct flight routes between Jakarta and Kuching. The focus on the ASEAN market is part of a broader strategy to diversify tourism sources and mitigate potential travel disruptions from European markets caused by geopolitical uncertainties in the Middle East.