MIRI: The Visit Sarawak Campaign (VSC) has resulted in a 12 per cent increase in domestic tourist arrivals compared to last year, said Sarawak Tourism Board (STB) chief executive officer Sharzede Salleh Askor.
During STB’s media appreciation night here on Thursday, she said the success could be attributed to media interest online, in print, and broadcast media.
“Since the launch of the campaign on the eve of the New Year last year, we were very determined to put back the destination visibility in place, build up the brand, and create interest among our audience.
“We did put our very best efforts and we saw great increase, especially in our domestic markets that runs into 12 per cent increment in visitor arrivals as compared to last year,” she said. Sharzede said since December last year, VSC news coverage found 1,953 Sarawak tourism-related news items with a cumulative audience of 61 million people.
“Newspapers still have the highest volume of coverage of 1,275 tourism-related stories. The campaign has generated an estimated RM55.3 million worth of public relations’ (PR) value,” she said.
According to Sharzede, from June to November this year, STB was covered 167 times in print, online, and broadcast media.
“We have our broadcast media value amounting to RM423,709, with a PR value of 1.2 million.
“For our online, our media value is at RM1.74 million with a PR value of RM5.2 million, and for print media, we achieved a media value of RM1.5 million with a PR value of RM4.65 million,” she said.