Kuching is the capital of the East Malaysian state of Sarawak. The city is also known as the “Land of the Hornbill” and has been identified by the Malaysian Government as one of the prime areas for tourism development. Seeking to further boost Kuching’s regional and international tourism, this project aims to highlight aspects of tourism development potential and challenges that require greater attention by the policy makers and planners.

 

Both primary and secondary research were conducted to have an in-depth understanding on tourists’ demand and expectations of Kuching. The primary research was conducted through survey and interview; while secondary data was obtained from official report, online news and travelogues and journal articles. Furthermore, SWOT and PESTE analysis frameworks were employed to enable the project team to understand and distinguish the internal and external environments of Kuching as a tourism destination.

 

From the research findings, Kuching should tap on its rich and diverse culture and natural biodiversity to continue to attract tourists as there is strong tourist demand for Culture, Adventure and Nature (CAN) based destination.  Kuching’s tourism should diversify in the areas of medical, eco and MICE sectors. For long term sustainable tourism development, the government should play a major role in upgrading infrastructure, attracting foreign investors and preserving historical buildings and natural biodiversity of Kuching. A strong international presence through more international air-connections and marketing should be enhanced.  In addition, human resource training and development will have to be emphasised to improve the service quality of the tourism industry.