Sarawak recorded 22.7 million domestic visitors in 2025, marking a 15.8 per cent increase from 19.6 million the previous year, as Tourism Malaysia leverages regional carnivals and expanding aviation routes to drive local travel momentum heading into the Visit Malaysia Campaign 2026-2027.
Tourism Officials Highlight Surging Domestic Numbers
The visitor figures for Sarawak were highlighted during the opening of the Sarawak edition of the Star Karnival Cuti-Cuti Malaysia 2026 at Plaza Merdeka, the Borneo Post reported. Tourism Malaysia Domestic and Events Division senior director Mohd Roslan Abdullah pointed to the state’s diverse attractions—spanning natural beauty, geo-heritage, cultural heritage, and local gastronomy—as key drivers for the upward trend.
This regional growth mirrors a broader national pattern. Across Malaysia, domestic visitor numbers rose 5.6 per cent to 151.6 million in the first half of 2026, compared with 143.5 million during the same period last year. Concurrently, domestic tourism expenditure climbed 14.0 per cent, moving from RM58.6 billion to RM66.8 billion, according to data shared during the Selangor leg of the tour at Sunway Pyramid, as detailed by Tourism Malaysia.
Carnival Sales Exceed Targets Ahead of Final Stop
The Sarawak event, scheduled to run until November 1, marks the sixth and final stop of a nationwide promotional tour organized by Tourism Malaysia in collaboration with Star Media Group Berhad. Previous editions have brought the campaign to Pahang, Johor, Sabah, Penang, and Selangor.
The roadshow format has proven commercially successful for participating operators. Across its first five stops, the carnival attracted more than 240,000 visitors, surpassing an initial target of 200,000. Total sales reached RM3.5 million, beating a target of RM1 million. The exhibition features 37 booths representing travel agencies, airlines, hotels, resorts, homestays, and tourism operators from both Sarawak and Peninsular Malaysia, offering holiday packages starting from RM180 and accommodations from RM100 per night, as noted by The Star.
| Metric | Previous Period | Current Period | Percentage Change |
|---|---|---|---|
| Sarawak Domestic Visitors | 19.6 million (2024) | 22.7 million (2025) | +15.8% |
| National Domestic Tourist Trips (H1) | 143.5 million (H1 2025) | 151.6 million (H1 2026) | +5.6% |
| National Domestic Tourism Expenditure (H1) | RM58.6 billion (H1 2025) | RM66.8 billion (H1 2026) | +14.0% |
New Aviation Links Set for December
To sustain travel momentum following the conclusion of the promotional tour, transport connectivity to East Malaysia is scheduled to expand before the end of the year. SAYS reported that Batik Air will introduce three new direct routes from Sultan Abdul Aziz Shah Airport in Subang starting this December. Flights to Miri and Sibu in Sarawak will launch on December 1, operating three times a week, while a new Subang-to-Bali route will begin on December 2 with four weekly flights.
These additions aim to ease transit for Klang Valley travelers by providing alternatives to Kuala Lumpur International Airport, strengthening regional connectivity as industry stakeholders prepare for the upcoming national tourism campaigns.
