Engaging the Modern Visitor: Rebranding and Digital Transformation for Promoting the Sarawak Islamic Heritage Museum

This study examines strategic ideas to enhance the relevance of Sarawak Islamic Heritage Museum, mainly in attracting international visitors and engaging younger audiences.By analysing current demographic profiles and the findings, the study identified the need for renewed marketing and promotion tactics, such as online engagement, thematic exhibitions, and cultural programming with global participation.To meet the expectations of modern audiences, the study emphasises the significance of digital transformation through augmented reality, multilingual audio guides, and virtual tours.The study also highlights how rebranding helps the museum become seen as a dynamic, inclusive, and community-oriented organisation.Through the integration of global trends, technological advancement, and collaboration efforts, Sarawak Museum Department can guarantee the museum's relevance and sustainability within the changing cultural context.