Sarawak is strengthening its tourism focus on India, identifying the country as a fast-growing and high-potential source market. The Sarawak Tourism Board is exploring stronger airline partnerships, improved connectivity through regional hubs and deeper engagement with the travel trade. The potential launch of AirBorneo could further support access from India. The board also plans to better understand Indian travellers’ preferences, including culinary interests, as it expands its presence in this important market.