KUCHING, 2 March 2026: As long-haul travel demand continues to rebound and shift towards more sustainable and experience-driven travel, Sarawak Tourism Board (STB) is showcasing Sarawak offerings at ITB Berlin 2026 from 3–5 March in Berlin, Germany.
At this year’s ITB Berlin B2B show, Sarawak is presenting the theme Journey Unveiled: ‘Redefining River Routes to Storied Lands’. It signals the introduction of a signature experience portfolio designed to position the state’s riverine and heritage narratives for the global travel trade.
The unveiling reflects Sarawak’s evolving approach to long-haul engagement — one anchored in authenticity, cultural depth and place-based storytelling.
Leading Sarawak’s delegation at ITB Berlin, Deputy Minister for Tourism, Creative Industry and Performing Arts (Tourism) Sarawak, YB Datuk Sebastian Ting Chiew Yew, signals the State Government’s strong commitment to international market development and long-haul destination positioning.
“Europe remains an important long-haul market for Sarawak. Our participation at ITB Berlin is not merely about visibility, but about strengthening relationships, building confidence among trade partners, and positioning Sarawak as a destination defined by authenticity and sustainability”.
As the world’s largest travel trade show, ITB Berlin attracts over 100,000 trade visitors and industry stakeholders from more than 190 countries, providing Sarawak with a strategic platform to deepen engagement across key European markets, including Germany, the UK, and the Nordic and Benelux nations.
In 2025, Sarawak welcomed 57,107 visitor arrivals from Europe, including 7,525 arrivals from Germany, reflecting the region’s growing importance as international travel demand continues to evolve.
Sarawak’s participation comes at a pivotal time as global travellers seek destinations that offer depth, cultural richness, and immersive nature-based experiences.
Guided by its CANFF tourism pillars — Culture, Adventure, Nature, Food and Festivals — Sarawak spotlights its nature-based and community-driven offerings that distinguish the state as the Gateway to Borneo.
During the three-day ITB Berlin, 3 to 5 March, Sarawak will engage in strategic business meetings, destination briefings, and trade networking sessions to expand product distribution, strengthen tour operator partnerships, and amplify market awareness ahead of Visit Malaysia Year 2026, which targets 43 million international arrivals nationwide.
For more information on Sarawak, visit: Sarawak Tourism Board.
(Source: Your Stories — Sarawak Tourism Board)
