Sustainable ways of fishing has been applied worldwide as the population of fish is decreasing due to heavy fishing and overexploitation. The famous fish in Sarawak, Tropical shad Tenualosa which locally known as ikan terubok (Terubok fish) is also experiencing a major decline in its population. Therefore, the goal of this study is to investigate the most preferable ways to increase the number of Terubok population in Sarawak. This study reveals that, the regulation factor is the most preferable ways in increasing the number of Terubok population followed by conservation and economics factor. Besides, the willingness to accept (WTA) estimation by using Contingent Valuation Method (CVM) shows that the average amount of compensation that will be given to the Terubok fisherman in order to conserve the Terubok populations is RM 301.08.