Tourism industry stakeholders have urged AirBorneo to implement more competitive introductory pricing after the airline launched its website and flight fares. Amelia Roziman, chief executive officer of Business Events Sarawak (BESarawak), welcomed the launch fares but emphasized that lower introductory pricing could significantly boost domestic travel.

“As a destination that relies on seamless connectivity for business events and regional economic growth, we welcome AirBorneo’s launch fares. However, more competitive introductory pricing could further stimulate domestic travel, especially among industry professionals, delegates, and organisers who frequently travel across Sarawak,” she stated.

Encouragement for Domestic Travel

Roziman highlighted that affordable and accessible air travel is essential for strengthening the business events ecosystem, supporting local communities, and enhancing Sarawak’s competitiveness as a preferred destination. “With the right pricing strategy, AirBorneo can play a significant role in driving mobility, confidence, and long-term growth for Sarawak,” she added.

Philip Yong, chairman of the Association of Sarawak Inbound Agencies (Asia), expressed his confidence in AirBorneo’s thorough research regarding its routes and pricing. “The Kuching-Limbang route will be convenient for travellers, and the pricing to Mulu is comparable to MASWings, avoiding controversy. Moreover, many rural routes are not profitable and are heavily subsidised,” he mentioned.

Yong applauded the Sarawak government for supporting this enterprise, which benefits rural communities. Gustino Basuan, director of marketing at the Sarawak Tourism Board, noted that fares to tourist destinations like Mulu are similar to previous MASwings rates and are generally considered affordable.

Opinions on Pricing Strategies

“I checked airfares on the newly launched website and found fares to tourist destinations like Mulu essentially the same as past MASWings fares. Although there are no surprises with lower fares to promote domestic travel, it is still affordable,” he remarked.

Wenceslaus Rapik, an assistant manager of safety, health, and environment, suggested that the RM224 one-way fare could be seen as reasonable when viewed as a return fare. “While RM224 for a one-way domestic flight, especially to Borneo destinations, may seem high, it becomes a fair and worthwhile price when viewed as a return fare,” he explained.

Rapik emphasized that this initiative provides Sarawakians with a significant advantage: improved accessibility to air travel within the state and the potential for more frequent, reliable flights in the future.

Future Prospects and Promotions

Higher education officer in tourism Nurhafeezha Ali noted that fares are generally reasonable for a new airline but suggested that strategic promotions, seasonal discounts, or travel packages could further encourage domestic travel. “AirBorneo’s launch fares, like RM224 for a one-way Kuching–Limbang flight, are competitive, especially since they include basic services like baggage and refreshments,” she said.

Ali recommended that slightly lower promotional fares could attract more Malaysians, particularly price-sensitive travellers, while emphasizing the need for AirBorneo to balance affordability with operating costs for long-term sustainability.

“Overall, the fares meet basic market expectations, but strategic promotions, seasonal discounts, or travel packages could further strengthen demand and support domestic tourism growth,” she added.

Community Support and Expectations

Catohrinner Joyce Guri, head of marketing communications, described the initiative as commendable and expressed hope that AirBorneo would expand routes in the future, both within Borneo and across Asia, at reasonable prices.

“This is a commendable initiative by the Sarawak government. As a Sarawakian, I truly hope AirBorneo will thrive and prosper. As a traveller, I look forward to better promotions, more route options, and excellent customer service,” she concluded.

“I hope to see more routes opened in the future, not only within Borneo but throughout Asia, ideally at reasonable prices,” she said.

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