Tourism is a key sector in driving Sarawak’s visibility and branding around the world. By 2030, Sarawak aims to be a leading destination for eco-tourism and business events in ASEAN Region, driven by empowered communities to conserve heritage, culture and biodiversity and to promote investment and development in the tourism sector. More tourism products and assets will be developed, supported by increased connectivity and capacity building of local tourism players. Sarawak will promote Culture, Adventure, Nature, Food and Festivals and diversify Sarawak’s tourism focus into health tourism, sport tourism, agrotourism and education tourism. These initiatives are expected to increase the number of visitors by 7.5% per annum.