As Malaysia’s tourism sector continues its remarkable rebound, the Ministry of Tourism, Arts and Culture (MOTAC) and Tourism Malaysia have teamed up with Hilton to spearhead a Hotel Data Refinement Session in Sarawak—an initiative focused on strengthening the nation’s hospitality infrastructure through improved data reporting and performance analytics.
Hosted at the Hilton Hotel Kuching, the session marked the first of its kind for 2025 and brought together a powerful mix of stakeholders to align efforts toward boosting hotel sector efficiency, policy development, and sustainable tourism growth.
This strategic collaboration comes at a time when Malaysia’s tourism industry is on a clear upswing, recording over 38 million international tourist arrivals in 2024, surpassing pre-pandemic figures from 2019. The upward trend has continued into 2025, with 13.4 million visitors arriving in the first four months alone—a 21% year-on-year increase.
A Data-Driven Foundation for Hospitality Excellence
The data refinement session, officiated by Tourism Malaysia Deputy Director General (Planning) Mr. Shahrin Mokhtar, was designed to elevate the precision of hotel industry reporting through detailed workshops and stakeholder engagement. The session was organized by Tourism Malaysia’s Strategic Planning Division, with the aim of refining the Paid Accommodation Survey, also known as the hotel survey, which monitors key performance metrics such as:
- Average Occupancy Rate (AOR)
- Average Room Rate (ARR)
- Domestic and international guest arrivals
These data points are vital to formulating policies that ensure competitiveness, resilience, and sustainable growth across Malaysia’s diverse tourism ecosystem.
Uniting Industry Leaders for Shared Growth
The event gathered representatives from major industry bodies, including:
- Malaysian Association of Hotels (MAH) – Sarawak Chapter
- Malaysia Budget & Business Hotel Association (MyBHA) – Sarawak Chapter
- Sarawak Tourism Federation (STF)
- Sarawak Tourism Board (STB)
- National Property Information Centre (NAPIC) – Sarawak
This multilateral platform facilitated an open dialogue on tourism trends, operational challenges, and digital transformation. Hoteliers and tourism operators were encouraged to share experiences, flag data gaps, and recommend practical improvements to reporting systems.
Enhancing Data Submission Accuracy
One of the focal points of the session was a refresher course on accurate and consistent data submission procedures. The initiative was especially crucial for onboarding new hotel officers and front-line managers, ensuring they are well-versed in contributing to Malaysia’s national tourism statistics.
With hotel data increasingly guiding national marketing strategies—such as the Visit Malaysia 2026 campaign—accuracy and timeliness in reporting are now more essential than ever. The session emphasized that effective policies depend on credible statistics, especially as Sarawak and other Malaysian states prepare for a surge in international arrivals.
Open Floor for Industry Feedback
A standout element of the program was its open feedback session, during which hotel and tourism professionals were encouraged to provide suggestions, raise concerns, and propose enhancements to the current hotel data reporting system. Such dialogue helps foster a collaborative environment where data refinement becomes an inclusive, evolving process.
Recognizing Industry Excellence
As part of the event’s closing ceremony, certificates of appreciation were awarded to select hoteliers who demonstrated consistent and high-quality data submissions. These awards serve as both recognition and motivation for continued excellence in data stewardship.
In addition, recipients received Visit Malaysia 2026 marketing collateral—a symbolic yet practical nod to the importance of aligning local efforts with national tourism branding goals.
Malaysia’s Tourism Outlook: A Booming Southeast Asian Hub
With Singapore, Indonesia, China, Thailand, India, Brunei, South Korea, the Philippines, Australia, and the UK leading as top visitor source markets, Malaysia is capitalizing on its strategic Southeast Asian location, cultural richness, and competitive hospitality offerings. As per official data from Tourism Malaysia, the country’s efforts to digitalize tourism services and strengthen inter-industry collaboration are yielding tangible results.
Furthermore, the Sarawak state government continues to prioritize infrastructure, cultural heritage, and eco-tourism development, enhancing its appeal to both domestic and international travelers.
The Hilton partnership adds global best practices to the equation, especially in data-led performance management, training, and sustainable hotel operations—aligned with both local goals and ASEAN tourism standards.
Looking Ahead to Visit Malaysia 2026
The Sarawak hotel data refinement session serves as a critical prelude to the Visit Malaysia 2026 campaign, a nationwide tourism promotion strategy aiming to position Malaysia as a leading global destination. With enhanced data systems in place and industry players united under a common vision, Malaysia is primed to attract even greater international attention in the years ahead.
As stakeholders across sectors—public and private—continue to align efforts, Malaysia’s hospitality industry is not just recovering, but innovating. The future is data-driven, collaborative, and increasingly competitive, as Sarawak and the rest of the nation set their sights on sustainable and inclusive tourism growth.
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