WHEN the government officially announced that Visit Malaysia Year 2026 (VMY2026) will take off, Sarawak readily said it was fully prepared to welcome the world.
While other states were still gearing up to meet the requirements, Sarawak was showcasing its rich culture, heritage and authentic experiences.
This readiness was clearly demonstrated during SICO Borneo, a regional event held in Kuching that attracted hundreds of youths from neighbouring states and countries. The event served as a platform not only for engagement but also for cultural immersion.
Participants were given the opportunity to visit iconic institutions such as the Borneo Cultures Museum, which many described as one of the most beautiful and insightful cultural spaces in Malaysia. The museum offers visitors a deep dive into the heritage of Borneo, presenting traditions and histories in a compelling and immersive way.
One participant, Anuar Abu Bakar from Sabah, expressed his admiration for the authenticity of Sarawak’s cultural presentation. He noted that cultural products are prominently and proudly showcased, reflecting the state’s strong readiness to welcome international visitors.
He added that the museum truly embodies the diverse cultures of the Borneo islands, offering a meaningful and insightful experience for all who step inside.
Authenticity as a Tourism Strength
Over the years, Sarawak has built a reputation for producing authentic products that resonate deeply with visitors – often winning hearts even before capturing markets.
Its cultural richness is undeniable, and it is precisely this authenticity that draws people in. Visitors are not only eager to admire these traditions but also to take a piece of Sarawak home with them.
Among the most notable cultural products is Tuak, Sarawak’s traditional rice wine. Unlike in some regions where similar beverages face restrictions, Tuak is openly showcased in cultural exhibitions, reflecting its status as more than just a drink – it is a symbol of heritage and identity.
This stands in contrast to Sabah’s equivalent, Lihing, which is displayed only in designated areas due to regulatory limitations surrounding alcohol.
The recognition of Tuak as a cultural emblem demonstrates Sarawak’s commitment to elevating its traditions. By embracing and promoting it openly, the state not only preserves its heritage but also presents it proudly on the global stage.
Living Traditions in Everyday Life
Sarawak’s cultural vibrancy extends beyond formal exhibitions and into everyday life. Its streets are alive with tradition, offering visitors an authentic experience at every turn.
Old-style cookies, fondly known as Kapiang, remain a beloved staple. Easily found in shops and roadside stalls, these nostalgic treats are popular among both locals and tourists, often purchased as souvenirs to bring home.
Pepper, another iconic Sarawak product, continues to captivate visitors. Whether sold as whole seeds, ground into powder, or creatively infused into sweets, ice cream, and cookies, pepper has proven to be a versatile and highly sought-after item.
What may appear to be a simple agricultural product holds remarkable appeal, frequently encouraging visitors to purchase more than they initially intended.
Sarawak’s culinary identity is further enriched by a wide range of treasured delights. From the aromatic Kopi Sarawak to the vibrant layers of Kek Lapis, the modern Mita Cake, the ever-popular Ikan Terubuk, and the exotic Buah Dabai, each offering reflects the spirit and identity of the state.
Beyond food, Sarawak’s handicrafts also stand out as unique, intricate, and deeply rooted in cultural heritage – further strengthening its appeal as a destination rich in tradition.
Sustainability Driving the Future
Beyond its cultural strengths, Sarawak is also making significant strides in sustainability – an increasingly important pillar in modern tourism.
At SICO 2026, one of the standout voices was Mark Liao, founder of the Sarawak Eco Warriors. His work has successfully united young people across the state in meaningful environmental initiatives that combine sustainability with community empowerment.
One of his key projects, Plants for Plastic, has evolved into a vibrant hub for collaboration. The centre regularly hosts social enterprises and non-governmental organisations, each contributing their expertise to benefit the wider community.
From workshops to grassroots projects, the space symbolises Sarawak’s innovative spirit – demonstrating that cultural pride and sustainability can coexist and thrive together.
The centre itself carries deep historical significance. Once a family home built more than a century ago, it has been carefully refurbished and repurposed while preserving its original character.
Mark chose to retain the structure’s soul, maintaining original windows and doors while making only necessary repairs. The result is a space that exudes vintage charm – an authenticity that resonates strongly with visitors.
Many who enter the building appreciate this preserved aesthetic, feeling a tangible connection to Sarawak’s past while participating in its present-day sustainability efforts.
New Attractions Enrich the Landscape
Sarawak’s tourism appeal continues to grow with the addition of new landmarks. Among the latest is St. Peter’s Church, located in the Padungan area.
More than just a place of worship for the Christian community, the church has quickly become a striking architectural icon. Its serene atmosphere and intricate design attract not only worshippers but also tourists eager to admire its beauty.
Visitors often find themselves captivated by the structure, taking time to explore and appreciate its craftsmanship. It stands as both a spiritual sanctuary and a cultural landmark, adding another dimension to Kuching’s diverse attractions.
Leadership Anchored in Vision
Sarawak’s progress in tourism is underpinned by strong leadership and a clear vision for the future.
YB Dato Sri Haji Abdul Karim Rahman Hamzah has emphasised that digital innovation and sustainability must go hand in hand. He envisions an ecosystem where culture sustains livelihoods, the arts shape future generations, and every visitor leaves with a lasting connection to Sarawak.
This perspective, highlighted in Borneo Talk magazine, underscores the importance of balancing growth with preservation.
Meanwhile, YB Datuk Gerald Rentap Jabu has stressed the importance of human connection in tourism.
Speaking at SICO 2026, he encouraged visitors – especially youths – to actively engage with local communities. These interactions, he noted, are essential in creating meaningful travel experiences and fostering genuine bonds.
Such connections go beyond sightseeing, forming the heart of sustainable tourism and reflecting the true spirit of Sarawak.
Setting the Benchmark for VMY2026
As Visit Malaysia Year 2026 approaches, Sarawak is not just preparing – it is leading.
Through its commitment to authenticity, cultural preservation and sustainability, the State is setting a benchmark for others to follow. Its ability to seamlessly blend tradition with innovation positions it as a model for the future of tourism in Malaysia.
Sarawak offers more than destinations – it offers experiences that are genuine, immersive, and lasting.
In an era where tourism can often feel commercialised, Sarawak stands apart by staying true to its roots while embracing progress. Its message is clear: meaningful tourism is built on authenticity, connection, and sustainability.
And as the world prepares to visit Malaysia in 2026, Sarawak is ready to welcome it with open arms.
