Tourism in Sarawak has evolved into a cornerstone of the state’s economy.
In 2024, the state attracted approximately 4.83 million visitors, generating roughly RM 12.45 billion, surpassing the RM 9.99 billion earned in 2023.
According to the Deputy Minister of Tourism, Creative Industry, and Performing Arts, Sarawak has recorded a total of 1,994,257 visitors during the first five months of 2025 alone, contributing over RM5 billion to the economy.
With support from SCORE (Sarawak Corridor of Renewable Energy), Sarawak is broadening its horizons beyond oil and gas, establishing itself as a regional tourism hub.
For the youth, this translates to abundant opportunities.
Why Should Sarawak Youth Pay Attention?
Sarawak’s emergence as a sustainable and culturally vibrant destination opens up diverse opportunities for young people, including school leavers, fresh graduates, and those starting their careers.
Opportunities in tourism have expanded beyond guiding and hospitality to encompass roles in digital marketing, event management, eco-tourism, culinary arts, and cultural heritage preservation.
Equipping yourself with the right skills and qualifications is key to thriving in this industry.
What Should You Study and Why?
While the journey to success allows for flexibility, these educational paths are particularly valuable and here’s why:
Diploma or Degree in Tourism Management
This programme equips students with critical skills in travel operations, customer relations, destination management, tourism legislation, and sustainable tourism.
It prepares graduates for careers in tour agencies, cultural attractions, and tourism boards, or for starting their businesses.
It’s particularly valuable as Sarawak focuses on sustainable and community-based tourism.
Diploma or Degree in Hospitality Management
This programme specialises in hotel, resort, and event management, with training in front desk operations, food and beverage services, housekeeping, guest engagement, and service quality control.
With Sarawak’s expanding network of hotels and event spaces, hospitality professionals are in high demand.
Diploma in Culinary Arts
Tourism thrives on culinary experiences.
A diploma in culinary arts offers training in cooking techniques, food safety, local delicacies, and kitchen management.
Sarawak’s rich food heritage, highlighted by dishes such as laksa Sarawak, and layered cakes, empowers graduates to drive food tourism and elevate the dining experiences in hotels, events, and restaurants.
Bachelor’s Degree in Business, Marketing or Communication
For those interested in working behind the scenes, these degrees offer expertise in tourism marketing, digital campaigns, branding, content creation, and managing stakeholder relationships.
They prepare you for positions in government agencies, online travel services, and international tourism ventures.
Environmental or Cultural Studies
For those passionate about eco-tourism, cultural conservation, or indigenous heritage, these degrees prepare you to play a role in responsible tourism by leading eco-tours, preserving historical sites, or crafting sustainable tourism projects that uplift local communities.
Regardless of your chosen direction, pairing your education with hands-on experience via internships, part-time roles, or certifications such as tour guiding, barista skills, or language fluency is essential.
What Skills are Needed?
In tourism, employers look beyond academic credentials to critical soft skills, such as:
– Strong customer service abilities to navigate diverse personalities gracefully.
– Multilingual communication, especially in English, Bahasa Malaysia, and potentially Mandarin or other foreign tongues.
– Cultural awareness to foster meaningful connections with international guests.
– Teamwork and adaptability which is essential for coordinating and responding to dynamic tourism demands.
– Digital literacy for booking platforms, social media, and travel content creation.
– Problem-solving capabilities to tackle high-pressure situations smoothly.
A friendly demeanour, eagerness to learn, and pride in showcasing Sarawak are key traits in this visitor-focused field.
Will the Work be Physically and Mentally Demanding for Youth?
Yes, but the rewards are equally fulfilling.
Tourism roles can be physically and emotionally demanding, involving long hours, extensive standing, and the emotional labour of customer interaction, particularly in hotels, events, or tour guiding.
Peak travel seasons or major events can bring stress and fatigue, making resilience, time management, and stress-management skills essential.
Jobs in eco-tourism or festivals may also call for physical strength and a healthy lifestyle.
Common Challenges and How to Overcome Them
For many young workers, challenges in the tourism industry can include:
– Non-traditional work schedules, including weekend and evening shifts, are common in customer-facing roles.
– Starting salaries that are modest, often seen in food service or customer-facing jobs.
– High stress and potential burnout during peak seasons, especially in understaffed teams.
– Limited career growth opportunities without further education or training.
– Stigmas about tourism being a ‘lesser’ career path compared to other fields.
Addressing these challenges can involve:
– Opting for employers offering defined career progression, such as hotel chains or event management companies.
– Enhancing skills through certifications in fields like customer relations, digital marketing, or professional communication.
– Implementing time management and mental health techniques, including adequate rest, seeking support, and maintaining boundaries.
– Embracing your role in promoting Sarawak’s rich culture, economy, and natural environment.
– Utilising programmes like free tertiary education in Sarawak (available by 2026) to reduce financial strain and pursue higher-paying careers, especially for those pursuing accounting or business degrees.
Conclusion
Sarawak’s tourism industry is growing at an impressive pace, offering endless opportunities for today’s youth.
From food and hospitality to eco-tourism and digital marketing, the opportunities are as diverse as the state itself.
Pursuing a diploma or degree in tourism isn’t just about earning a qualification; it’s about gaining the expertise to build a lasting career.
It shows employers that you’re prepared to meet industry demands and play a role in Sarawak’s rise as a global tourism destination.
By choosing tourism, you’re not just representing your state; you’re shaping how the world sees and experiences Sarawak.
References:
- Sarawak on Track to Achieve 5 Million Tourist Arrivals by 2025
- Sarawak Records Nearly 2 Million Visitors in First Five Months, Bruneians Lead Arrivals
- Sarawak Visitor Arrivals: May 2025
- Tourism Industry: Why You Should Consider It as a Career Option
- Digital Transformation
- Sarawak Tourism Board
- STB Targets India, Middle East for Tourism Growth, Says Abd Karim
- Sagah: Sarawak Free Tertiary Education Scheme to Benefit 10,000 Next Year
- Sustainable Tourism
