Search is on for Miss Sarawak Tourism 2026
- BT
- 18 minutes ago
- 3 min read
KUCHING, 7 September 2026: Miss Sarawak Tourism 2026 (MST 2026) was officially launched today at The Spring Shopping Mall by the Deputy Minister of Tourism, Creative Industry and Performing Arts Sarawak, Datuk Snowdan Lawan, who represented the Minister for Tourism, Creative Industry and Performing Arts Sarawak, Dato Sri Haji Abdul Karim Rahman Hamzah.
The event, which carries the tagline "The Face of Sarawak Tourism", was introduced as a Tourism Ambassador development platform that brings together tourism, culture, heritage, youth talent development, communication, creativity and destination promotion for Sarawak.
According to the Director of Miss Sarawak Tourism 2026, Joeyce Hii, the platform goes beyond titles and competition, focusing instead on shaping individuals with the knowledge, confidence and capability to represent Sarawak and carry its narrative to a wider audience.
"The Face of Sarawak Tourism is not just about the face that is seen. It is about the voice that is heard, the stories that are told and the values of Sarawak carried wherever they go," she said, adding that the programme places equal emphasis on building the younger generation's confidence, communication and leadership skills, alongside a deeper appreciation for the state's cultural diversity and heritage.
This year's edition brings together 17 local finalists from a wide range of backgrounds and experiences, joined by five Non-Competing International Delegates from Indonesia, South Korea, Bangladesh, Zambia and the Czech Republic, adding an international dimension to the platform through cultural exchange and shared perspectives.
"We hope they return to their respective countries not just with photographs, but with an experience of Sarawak: our culture, the warmth of our people, the uniqueness of our heritage and stories they may never have heard before," she said, describing it as part of a long-term effort to strengthen Sarawak's branding on the international stage.
Throughout Pageant Week, the 17 finalists will take part in activities spanning tourism, culture and heritage, community engagement, content creation, networking and personal development. Among the highlights is a Corporate Social Responsibility (CSR) initiative held in partnership with Sarawak Children Cancer Society and Rumah Anak Yatim PERYATIM. Finalists, together with the international delegates and Goodwill Ambassadors, will also visit Satang Island for a conservation and responsible tourism experience.
The Top 2 finalists of MST 2026 will go on to represent Sarawak at Miss Malaysia Tourism in October 2026. For the first time, the pageant has introduced three official titles: Miss Sarawak Tourism, Miss Sarawak Tourism Global and Miss Sarawak Tourism Metropolitan, each recognising different strengths among the finalists while carrying equal responsibility to embody The Face of Sarawak Tourism.
MST 2026 is further supported by a network of International Goodwill Ambassadors and Honorary Ambassadors who help strengthen Sarawak's cultural and tourism ties internationally. Recognition was extended to Tony Eusoff as Honorary Celebrity Ambassador and Fylix Francis as Honorary Heritage Ambassador for their continued trust and support of the platform.
The MST 2026 journey will culminate in the Grand Final on 12 September 2026 at Riverside Majestic Hotel in Kuching, marking the high point of the finalists' journey following a series of experiences throughout Pageant Week. Members of the public are invited to attend the Grand Final, with tickets and updates available through Miss Sarawak Tourism 2026's official social media channels.
“I hope that during your time in Sarawak, you will not only experience the warmth and hospitality of our people, but also have the opportunity to discover more closely our culture, heritage, cuisine, arts, natural environment and the many unique tourism experiences that Sarawak has to offer,” said Dato Sri Haji Abdul Karim Rahman Hamzah in his speech read by Datuk Snowdan Lawan.
“To all our participants and delegates, I encourage you to enjoy this journey, learn from one another, celebrate your cultural differences and build friendships that may continue long after this programme has come to an end, because tourism is not only about the places we visit - it is about the people we meet, the cultures we come to understand and the stories we take home with us,” concluded the minister.
MST 2026 is organised by Embrace Borneo Sdn Bhd in collaboration with MTCP Sarawak, with support from Dewan Bandaraya Kuching Utara (DBKU), Sarawak Tourism Board, Tourism Malaysia Sarawak, Riverside Majestic Hotel, The Spring Shopping Mall, Air Borneo and UCSI University as strategic partners.
