KUCHING – The Rainforest World Music Festival (RWMF) is evolving into a more family-oriented and internationally appealing event, with the 2025 edition drawing noticeably more foreign tourists and families compared to previous years, according to the Sarawak Tourism Board (STB).
STB chief executive officer Sharzede Datuk Salleh Askor said this growing demographic shift marks a promising trend for the festival, which was first launched to promote Sarawak’s rich indigenous heritage through music.
“This year, we noticed a lot more families attending, which is very encouraging,” she told Scoop on the sidelines of the festival.
“It’s no longer just a festival for music lovers — people are bringing their children, enjoying food, culture, and activities from morning to evening. It has become a complete family experience.”
Sharzede also observed an increase in international attendance, with visitors flying in from countries as far as Hawaii and Europe.
She said the event’s multicultural platform has created opportunities for deeper understanding across cultures, further positioning Sarawak as a unique destination.
“RWMF isn’t just about numbers — it’s about experience. The atmosphere, the ambience, and what people feel when they are here is what matters most,” she added. “It’s a powerful platform for cultural diplomacy and global connection.”
The CEO pointed to visible changes in public behaviour and infrastructure use as signs of the festival’s maturing appeal, including increased uptake of the event’s shuttle bus services and a more responsible crowd when it comes to cleanliness.
“At 12.30am last night, my staff sent me a picture of the festival grounds — it was spotless. That, for me, speaks volumes,” she said, praising festival-goers for showing greater environmental consciousness this year.
Sharzede acknowledged that ticket affordability remains a challenge for some local families but said STB is exploring mechanisms such as student concessions, local discounts, and fringe activities outside the main venue to improve accessibility.
“We understand that for a family of five, it can be a stretch. That’s why we’ve organised side events for locals who may not be able to attend the main festival. It’s about inclusivity — everyone should have a chance to feel they’re part of this celebration,” she said.
While government grants support the festival, Sharzede noted that RWMF’s financial returns come primarily through its wider economic multiplier effect.
“Of course, the festival itself doesn’t always break even, but the impact is far-reaching. Tourists stay in hotels, eat local food, shop for souvenirs — the benefit spreads across our economy,” she explained.
“That’s why it’s a worthwhile investment for Sarawak.”
The three-day festival, which ends on June 22, is one of the state’s key tourism drivers, expected to attract some 30,000 attendees and contributing to Sarawak’s over RM4 billion in tourism receipts recorded since January.
Sharzede said events like RWMF not only boost the local economy but also help build long-term awareness of Sarawak among global audiences.
“It’s a long-term play. Millions may not come immediately, but they now know where Sarawak is — and that awareness is priceless,” she said. – June 22, 2025