The Sarawak Tourism Board (STB) hosted over 150 media personnel from across multiple countries at its 2024 Media Night in Kuching. The event, themed ‘The Soul of Sarawak’, highlighted the board’s remarkable achievements this year.
Delivering a powerful welcome address, STB CEO Puan Sharzede Datu Haji Salleh Askor celebrated the media’s significant contributions. The tourism campaign reached an impressive 533 million viewers, generating over 210 million impressions and RM91 million in PR value.
The year proved exceptional for Sarawak tourism, with visitor numbers exceeding 4 million by mid-November and generating over RM10 billion in tourism receipts. Key milestones included the UNESCO World Heritage Site inscription for Niah Caves and the successful ‘Gateway to Borneo’ campaign launched at ITB Berlin.
STB also secured multiple prestigious awards in 2024. The Sia Sitok campaign won Campaign of the Year in the In-House Category at the Malaysia Public Relations Awards. The Rainforest World Music Festival received similar recognition and was named Tourism Board Campaign of the Year at the Travel Daily Media Awards.
Looking forward, the board aims to attract 5 million visitors in 2025, continuing its strategy of collaborative promotion and global destination marketing.
