The 10th Asian Bird Fair 2019 is established to promote the protection of birds and their habitats, promote birdwatching as a niche tourism product, and promoting environmental protection and sustainable development especially in Malaysia. The event is organized by Ecotourism and Conservation Society Malaysia (ECOMY) in collaboration with Tourism Malaysia, Ministry of Tourism, Arts and Culture Sarawak, Sarawak Convention Bureau, Sarawak Tourism Board, and Kuching Birdwatching Club.