By DayakDaily Team
KUCHING, Dec 8: The Sarawak Tourism Board (STB) has recorded a significant milestone in its media outreach efforts for 2024, marking unprecedented growth in engagement and public relations value.
STB chief executive officer Sharzede Datu Salleh Askor attributed this success to the media’s unwavering support and commitment to promoting Sarawak’s tourism offerings.
“Our media outreach garnered 533 million eyeballs, over 210 million impressions, and an incredible RM91 million in PR value—an impressive leap from 2023 when we achieved 313 million eyeballs, 92.2 million impressions, and RM39 million in PR value.
“These numbers speak volumes about what we can achieve together—a testament to our shared vision and commitment. We are deeply grateful for your partnership and your willingness to go above and beyond in your craft,” she announced during STB’s media night held at the Imperial Hotel on Friday (Dec 6).
At the event, STB hosted over 150 media personnel from across Sarawak, Peninsular Malaysia, Brunei, Indonesia, Taiwan, and France.
The year has been remarkable for Sarawak Tourism, achieving record-breaking visitor arrivals by mid-November with over 4 million visitors and generating over RM10 billion in tourism receipts, surpassing both the State’s targets and pre-pandemic levels.
Adding to this year’s remarkable milestones, the State celebrated the inscription of Niah Caves as its second UNESCO World Heritage Site. This prestigious recognition underscores Sarawak’s significance as a cultural and archaeological treasure, enhancing its appeal to eco-tourists and cultural explorers.
Closing the year on a high note, STB garnered three prestigious accolades. The Sia Sitok campaign was honoured with the coveted Campaign of the Year Award in the In-House Category, while the Rainforest World Music Festival (RWMF) 2024 secured the same title in the Agency Category at the Malaysia Public Relations Awards (MPRA) 2024.
Additionally, STB received the Tourism Board Campaign of the Year – Malaysia award at the TDM Travel Trade Excellence Awards 2024, presented by Travel Daily Media, in recognition of its exceptional efforts in hosting and promoting the iconic RWMF 2024.
With a target of five million visitor arrivals for 2025, STB is eager to build on this year’s successes. The board looks forward to forging stronger collaborations with media to further amplify Sarawak’s offerings on a global stage. — DayakDaily
