Sarawak Tourism Board Fetes Over 150 Media Partners at “The Soul of Sarawak” Media Night in Kuching
Kuching, Sarawak, 6th December 2024 — From the heart of Borneo, Sarawak Tourism Board (STB) hosted over 150 media personnel from across Sarawak, Peninsular Malaysia, Brunei, Indonesia, Taiwan, and France at the highly anticipated Media Night 2024, themed ‘The Soul of Sarawak.’ This special event, held at Imperial Hotel, Kuching, celebrated the invaluable role of media in showcasing Sarawak’s unique offerings to the world. Bringing together key media players, the evening embodied Sarawak’s signature warmth, rich culture, and deep appreciation for the recognition it has received as one of the rising destinations in Southeast Asia.
The theme “The Soul of Sarawak” encapsulated the essence of Sarawak’s Culture, Adventure, Nature, Food, and Festivals (CANFF) pillars, which continue to shape the state’s narrative as a leading tourism destination. Guests were treated to a vibrant showcase of Sarawak’s culture, including traditional performances, Sarawakian cuisine, and a heartfelt program celebrating the collaborative spirit of media and
tourism.
In her welcome address, Puan Sharzede Datu Haji Salleh Askor, CEO of the Sarawak Tourism Board, expressed appreciation for the media’s unwavering support in promoting Sarawak throughout 2024. “Our media outreach garnered 533 million eyeballs, over 210 million impressions, and an incredible RM91 million in PR value— an impressive leap from 2023 when we achieved 313 million eyeballs, 92.2 million impressions, and RM39 million in PR value. These numbers speak volumes about what we can achieve together—a testament to our shared vision and commitment. We are deeply grateful for your partnership and your willingness to go above and beyond in your craft.,” said Puan Sharzede.
2024 has been a remarkable year for Sarawak Tourism, achieving record-breaking visitor arrivals by mid-November with over 4 million visitors and generating over RM10 billion in tourism receipts, surpassing both the state’s targets and pre-pandemic levels. This remarkable achievement reflects the successful collaborations between STB and its media partners, as well as the impactful launch of the ‘Gateway to Borneo’ campaign earlier this year at ITB Berlin. This campaign positions Sarawak as the ideal gateway to Borneo, inviting travellers to immerse themselves in the state’s rich tapestry of nature, culture, and adventure.
Adding to this year’s remarkable milestones, the state celebrated the inscription of Niah Caves as its second UNESCO World Heritage Site. This prestigious recognition underscores Sarawak’s significance as a cultural and archaeological treasure, enhancing its appeal to eco-tourists and cultural explorers.
Closing the year on a high note, the Sarawak Tourism Board (STB) garnered three prestigious accolades. The Sia Sitok campaign was honoured with the coveted Campaign of the Year Award in the In-House Category, while the Rainforest World Music Festival (RWMF) 2024 secured the same title in the Agency Category at the Malaysia Public Relations Awards (MPRA) 2024.
Additionally, STB received the Tourism Board Campaign of the Year – Malaysia award at the TDM Travel Trade Excellence Awards 2024, presented by Travel Daily Media, in recognition of its exceptional efforts in hosting and promoting the iconic Rainforest World Music Festival (RWMF) 2024.
With a target of 5 million visitor arrivals for 2025, STB is eager to build on this year’s successes. The board looks forward to forging stronger collaborations with media to further amplify Sarawak’s offerings on a global stage.
