As Visit Malaysia Year 2026 (VMY2026) shifts into high gear, the Sarawak Tourism Board (STB) has launched its flagship “Sia Sitok Sarawak 2026” campaign at MATTA Fair, offering aggressive discounts of up to 40% on over 80 curated holiday packages.
The timing is strategic. By targeting the domestic market at MITEC, Sarawak is effectively de-risking its tourism sector against volatile global geopolitical shifts. The campaign, which runs through 15 December 2026, focuses on “value-driven” 3D2N experiences that span the state’s three key gateways: the heritage-rich South (Kuching), the riverine heartlands of the Center (Sibu), and the UNESCO-listed northern highlands (Miri/Mulu).
The “Rainforest World Music Festival” Alpha
The launch also serves as the countdown to the Rainforest World Music Festival (RWMF) 2026 (26–28 June). This year’s lineup is a major cultural pull, featuring legends like Dato’ M. Nasir alongside international heavyweights The Commodores (featuring Thomas McClary) and Incognito.
Editor’s Take:
Sarawak is no longer just selling “nature”; it is selling a high-fidelity Cultural Economy. With over 110 events scheduled for 2026, the state is moving away from seasonal tourism toward a year-round “event-led” model. The real story here is the SME multiplier effect. By collaborating with 17 licensed tour operators, STB is ensuring that the 40% discount isn’t just a loss-leader for airlines, but a direct stimulus for local ground handlers, handicraft artisans (from keringkam to batik), and the hospitality sector in secondary hubs like Sibu and Bario.