MIRI – The Sarawak Tourism Board (STB) hosted the Media Appreciation 2025 ceremony in Miri, recognising the vital role of media practitioners in promoting Sarawak’s tourism industry and strengthening strategic cooperation ahead of Visit Malaysia Year 2026.
The event, held at the Pullman Hotel on Friday, brought together more than 100 representatives from print, broadcast, digital, and social media platforms.
It served as a gesture of appreciation for their contributions in showcasing Sarawak’s culture, nature, and unique attractions to audiences across Malaysia and internationally.
STB Chief Executive Officer, Dr. Sharzede Datu Salleh Askor, emphasised that without the continuous efforts of the media, Sarawak’s stories would not reach such wide audiences.
“Each of you brings the story of Sarawak to the home, to the screen and to the hearts of the community. Whether through culture, festivals, nature or in-depth storytelling, all contribute to a common goal,” he said.
Dr. Sharzede revealed that media coverage in 2025 generated 465 million digital accesses, representing a 300 percent increase compared to 2024.
Publicity value also rose to RM138 million, marking a 29 percent growth year-on-year. He noted that these figures reflect the credibility and trust in Sarawak as a destination worthy of global attention.
Looking ahead to Visit Malaysia Year 2026, with the national target of attracting 47 million visitors, Dr. Sharzede highlighted the growing importance of media in shaping narratives and inspiring travel.
“Tourists do not choose destinations through brochures alone, but through stories. And these are the stories you convey to the world,” he added.
He expressed hope that the close partnership between STB and media practitioners would continue to flourish, ensuring Sarawak remains recognised and appreciated worldwide.
The ceremony was also attended by Deputy Minister of Tourism, Creative Industries and Performing Arts I (Tourism) and Piasau Assemblyman, Dato Sebastian Ting Chiew Yew, who joined in celebrating the achievements of the media community.
The event underscored Sarawak’s commitment to leveraging media collaboration as a cornerstone of tourism promotion, reinforcing the state’s position as a destination rich in culture, biodiversity, and hospitality.
