Sarawak government pours RM12.5m into tourism sector

Sarawak’s government has set aside RM12.5 million to bolster the state’s tourist landscape. This is by utilising on emerging digital technology in the next three years. This also includes the redevelopment of the ministry’s tourism web portal, which will include interactive content, Bernama reported.

Other initiatives include developing augmented reality and virtual reality technology for tourism hot spots in the states, starting with the Old Kuching Heritage area. This will be in line with the launch of the state’s Visit Sarawak campaign at the end of the year.

The report added that Sarawak saw 4.85 million visitors last year, bringing in tourism receipts of around RM8.59 billion. Top visitors to Sarawak came from China and Singapore, which saw rises in 20.2% and 15.8% respectively as of May this year.

The move follows a recent call by chief minister Datuk Patinggi Abang Johari Tun Openg who said the tourism industry must leverage digitalisation to remain competitive in the global market. This was especially crucial as marketing platforms, customer personalisation and integrated technology play a main role in an increasingly connected future, The Star reported at the time.

He also stressed the importance of looking into digital marketing strategies, online reputation, as well as the use of social media and mobile phones throughout the customer journey.

Most recently, the Sarawak Tourism Board also partnered AirAsia as one of the airline partners for the upcoming Borneo Jazz Festival (BJF) and Rainforest World Music Festival (RWMF). In a statement to A+M, AirAsia’s spokesperson said that the partnership is in line with the airline’s continuous effort to boost visitors to Sarawak.

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