Tourism is vital for enhancing Sarawak’s global visibility and branding in Borneo. By 2030, Sarawak aims to be a top destination for eco-tourism and business events in the ASEAN region, focusing on community empowerment to conserve Borneo’s heritage and biodiversity. The state plans to develop more tourism products and improve connectivity, while promoting culture, adventure, nature, and festivals. With at least six new hotels expected to open in Kuching, visitor numbers are projected to increase by 7.5% annually.