As a highly connected tourism gateway with a diverse and globally mobile population, Singapore serves as a strategic platform for engaging travellers already exploring the region, thereby extending Sarawak’s reach beyond a single-source market to a wider pool of international and regional visitors seeking short-haul experiences.

As one of Sarawak’s most vital regional source markets, Singapore recorded a 7.53% year-on-year increase in visitor arrivals in 2025, reflecting sustained demand that supports year-round visitation and repeat travel to the state.

Throughout the fair, held last week, STB highlighted Sarawak’s diverse pillars of Culture, Adventure, Nature, Food, and Festivals (CANFF), alongside collaborations with Singapore-based travel partners offering curated itineraries tailored to evolving traveller preferences.

Rainforest World Music Festival

A central highlight of the showcase was the Rainforest World Music Festival (RWMF) 2026, presented as one of Sarawak’s defining cultural experiences. Taking place from 26 to 28 June 2026 at the Sarawak Cultural Village, the festival is set to feature an extraordinary lineup of guest performers and artistes:

• 26 June: Malaysian legend Dato M Nasir, renowned for blending traditional Malay elements with contemporary sounds.

• 27 June: Funk and soul icons The Commodores, featuring Thomas McClary, performing timeless hits like Easy and Brick House.

• 28 June: The internationally acclaimed Incognito, led by Jean-Paul “Bluey” Maunick, is bringing their signature groove-based soul and funk rhythms.

To capture immediate interest in the Singapore market, travellers are encouraged to secure pre-sale tickets, available until 26 June 2026. 

Pre-sale 1-Day Passes are priced at MYR283 for adults and MYR80 for children (ages 3–12), while children below three years old enjoy free entry.

Festivalgoers can secure their tickets through the official festival website at rwmf.net or via the official ticketing platform Ticketmelon (RAINFOREST WORLD MUSIC FESTIVAL (RWMF) 2026 – Ticketmelon). 

Buy Now Pay Later (BNPL) options are available through digital platforms such as Atome, Grab PayLater, and Shopee PayLater, making it easier for festivalgoers to plan their visit. With over 200 performers from 13 countries, festivalgoers are urged to secure these preferred rates early to enjoy the best value for this award-winning international event.

Beyond event-led tourism, the fair provided a platform to present a holistic view of Sarawak’s heritage and nature-based attractions across the gateways of Kuching, Sibu, and Miri. With seamless direct flight connectivity from Singapore, Sarawak continues to offer an accessible and distinct gateway to the wonders of Borneo.

“Singapore continues to play an important role as a regional gateway, bringing together travellers from across different markets who are seeking deeper and more meaningful experiences. Through platforms such as the Travel Malaysia Fair, we can share what makes Sarawak distinctive, from our cultural diversity to signature events like the Rainforest World Music Festival, while supporting the broader aspirations of Visit Malaysia Year 2026,” said STB CEO Dr Sharzede Datu Haji Salleh Askor.

STB’s participation in the Travel Malaysia Fair is part of its broader efforts to support Visit Malaysia Year 2026, contributing to a broader national narrative that highlights Malaysia’s diversity through experience-led tourism. By foregrounding signature events such as RWMF within regional platforms, Sarawak continues to shape how Malaysia is experienced as a destination defined by culture, nature, and connection.

(Source: Your Stories — Sarawak Tourism Board)

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This final chapter brings together culture, cuisine, and community in an immersive experience that reflects both the platform’s evolution and its next phase.

More than a showcase, Serumpun Sarawak has evolved into a living platform — one that translates Sarawak’s deep food knowledge, indigenous traditions, and biodiversity into a contemporary experiential format. Its return to Kuching marks a point of convergence, bringing together its journey into a cohesive expression rooted in place, reinforcing Sarawak’s culinary identity as a living system shaped by its people, environment, and traditions.

At its core, Serumpun Sarawak is built on collective custodianship, bringing together chefs, indigenous knowledge holders, farmers, producers, artisans, and cultural practitioners under a shared commitment to preserve, interpret, and elevate Sarawak’s food culture.

Drawing from the state’s ecological and cultural knowledge systems — from forest and river ingredients to fermentation practices — the platform presents cuisine not as static heritage, but as a living, evolving practice.

Guided by Chef James Won as custodian, the Serumpun Sarawak kitchen operates as a collaborative space. This finale edition features collaborating chefs John Lim, Laura Sim, and Robbie Balcarek, who work within Sarawak’s ingredient landscape and cultural context.

The emphasis shifts from individual authorship to shared interpretation, contributing to a wider culinary narrative grounded in place.

Set within the living cultural landscape of Sarawak Cultural Village, the experience unfolds as an integrated journey connecting guests to the land, its people, and its stories. 

It begins with a curated exhibition featuring artisans, producers, and cultural practitioners, offering insight into the ecosystem behind Sarawak’s cuisine, before transitioning into a multi-course gastronomic experience where each dish reflects the depth of Sarawak’s biodiversity and cultural memory.

Guided by a hyperlocal philosophy, ingredients are sourced from forests, rivers, and farms, shaped by indigenous knowledge and practices, with each course accompanied by storytelling that reveals the origins, science, and cultural significance behind the ingredients.

Together, the dining and exhibition form what Serumpun Sarawak describes as a living archive, where culture is not simply displayed, but actively practised, shared, and continuously evolved, reinforcing the idea that cuisine does not exist in isolation, but is the result of communities, landscapes, and generations of knowledge working together.

A defining principle of Serumpun Sarawak is its emphasis on shared ownership.

While Chef James Won leads its curation, the platform is intentionally built as a collective movement, ensuring that Multiple voices and perspectives across communities and generations carry forward Sarawak’s food culture.

While this finale marks the culmination of Serumpun Sarawak as a travelling platform, it also signals the beginning of its next phase.

Through mentorship, training, and collaboration, the platform aims to inspire and nurture a new generation of chefs to engage more deeply with Sarawak’s ingredient landscape, encouraging exploration, thoughtful interpretation, and the continued elevation of local produce within contemporary cuisine. 

The introduction of its mentee initiative reflects this commitment to continuity, forming part of a broader ecosystem that supports knowledge transfer and long-term development, while ensuring that the platform’s impact extends beyond the experience itself.

This direction is further strengthened by Sarawak’s broader efforts in gastronomy development, including the completion of the Sarawak Gastronomy Centre, which will serve as a dedicated platform to showcase, study, and elevate the state’s culinary identity while supporting the development of future culinary talent.

As Serumpun Sarawak concludes this chapter in Kuching, it stands not only as a culmination but as a foundation for what comes next, positioning cuisine as a means of preserving heritage, sustaining biodiversity, and shaping Sarawak’s evolving cultural narrative.

(Source: Your Stories — Sarawak Tourism Board)

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The offers are part of the Sia Sitok Sarawak campaign, led by the Sarawak Tourism Board (STB) in collaboration with the Sarawak Tourism Federation (STF) to encourage travellers to book their Sarawak holidays directly during the fair.

At the Sarawak Pavilion, visitors will find 35 exhibitors, including 24 travel and tourism operators alongside 11 non-trade exhibitors showcasing Sarawak’s arts, culture and gastronomy, offering a vibrant snapshot of the destination beyond travel packages alone.

Visitors can explore more than 80 bundled travel packages offered by 17 licensed Sarawak tour operators, each designed as a minimum three-day two-night (3D2N) holiday experience.

These packages combine accommodation with curated tours, transfers and guided experiences, allowing travellers to secure complete Sarawak journeys at compelling value during the fair.

The fair-exclusive promotion offers up to 40% off. It is available only to visitors who confirm their bookings with participating Sarawak agents at the pavilion during the three-day MATTA Fair in Kuala Lumpur.

Packages secured during the fair will be valid for travel from April until 15 December 2026, allowing travellers to lock in their Sarawak holiday now and plan their trip later within the year.

The travel experiences span multiple regions of Sarawak, reflecting the state’s diverse landscapes and cultures. In Southern Sarawak, Kuching offers heritage streets, vibrant culture and access to wildlife and national parks. Central Sarawak, centred around Sibu, introduces travellers to river journeys along the Rajang River, visits to traditional longhouses and authentic cultural encounters. Meanwhile, Northern Sarawak opens the door to the coastal gateway of Miri, the UNESCO World Heritage-listed sites of Gunung Mulu National Park and Niah National Park, and the cool highland landscapes of Bario.

Travellers can also time their visit to coincide with Sarawak’s vibrant calendar of events throughout the year. Among the highlights is the Rainforest World Music Festival (RWMF) 2026, scheduled from 26 to 28 June 2026 at the Sarawak Cultural Village. Widely regarded as one of Southeast Asia’s most distinctive music festivals, RWMF brings together international and regional musicians, including Dato M Nasir, The Commodores featuring Thomas McClary, and Incognito, alongside immersive daytime workshops, cultural exchanges, and evening performances set against the backdrop of Borneo’s rainforest.

Complementing the travel offerings, the pavilion will also spotlight Sarawak’s arts, culture and culinary heritage, with participating non-trade exhibitors presenting traditional crafts, cultural expressions and local flavours that reflect the state’s diverse communities.

With limited-time savings available only during MATTA Fair, the Sarawak Pavilion offers travellers a compelling opportunity to secure a value-driven holiday while discovering the many sides of Sarawak.

Visitors can find the Sarawak Pavilion at Booth 1R01 at the MATTA Fair Kuala Lumpur.

Or visit: https://www.sarawaktourism.com/web/home/index

(Source: Your Stories — Sarawak Tourism Board)

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STB reported that the event strengthened engagement with Singaporean outbound travellers, presenting Sarawak’s diverse travel experiences and connecting directly with travel partners to offer curated holiday packages to the destination. 

STB was joined by co-exhibitors EU Holidays Pte Ltd, Meidi Travel Solutions Pte Ltd, and Azza Travel & Tours Pte Ltd, providing travellers with convenient access to Sarawak travel packages and on-site travel-planning support during the fair.

Singapore remains one of Sarawak’s key regional markets. In 2025, Sarawak recorded 64,295 visitor arrivals from Singapore, marking a 7.53% year-on-year increase and the highest Singapore arrivals recorded to date. 

Participation in the NATAS Travel Fair 2026 should support marketing efforts to reach the 2026 target of 69,000 visitor arrivals from Singapore.

“Singapore has consistently demonstrated a strong interest in Sarawak, and the steady growth in arrivals reflects the appeal of our diverse offerings, from culture and heritage to food, nature and adventure. 

Our presence at the NATAS Travel Fair allowed us to showcase the breadth of experiences across Southern, Central and Northern Sarawak. NATAS Travel Fair provides a valuable platform

for us to engage directly with consumers at the point where travel decisions are being made,” said Sarawak Tourism Board Chief Executive Officer Dr Sharzede Datu Haji Salleh Askor. 

Three gateways

Singapore enjoys direct air connectivity to Sarawak’s three main gateways — Kuching, Sibu and Miri — enabling convenient access to the state’s Southern, Central and Northern regions, each offering distinct travel experiences. Direct services operated by AirAsia and Scoot connect Singapore to Sarawak’s key entry points, supporting seamless travel across the destination and enhancing access for visitors from the Singapore market.

South Sarawak

Southern Sarawak, via Kuching, blends heritage, culture and nature. The region is home to the Sarawak Delta Geopark. This landscape brings together coastal ecosystems, rainforest habitats and cultural sites, including Bako National Park, Semenggoh Wildlife Centre and the Sarawak Cultural Village, alongside major cultural institutions such as the Borneo Cultures Museum. Kuching also offers a vibrant food scene recognised under its designation as a UNESCO Creative City of Gastronomy, with iconic dishes such as Laksa Sarawak, Kolo Mee and an abundance of fresh seafood. The city is also home to signature events, including the 2026 Rainforest World Music Festival (RWMF).

Central Sarawak

Central Sarawak, accessible via Sibu and extending to areas such as Mukah and Sarikei, offers river-based travel experiences along the Rajang River, visits to traditional longhouses and immersive community-based cultural encounters. The region is also known for Sibu’s Foochow culinary heritage and Sarikei’s reputation as Sarawak’s “Pineapple Town.”

North Sarawak

Northern Sarawak, via Miri, provides access to Sarawak’s two UNESCO World Heritage Sites — Gunung Mulu National Park and Niah National Park — recognised for their remarkable

limestone cave systems, biodiversity and archaeological significance. The region also offers access to the cool highland landscapes of Bario in the Kelabit Highlands.

For more information on Sarawak’s attractions, visit: Sarawak Tourism Board. 

(Source: Your Stories — Sarawak Tourism Board)

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Recognised as one of the world’s leading music festivals and recently ranked No. 8 in the Top 10 Festivals globally by the Transglobal World Music Chart, the internationally acclaimed festival will once again bring together artists, cultures, and audiences from around the world against the breathtaking backdrop of Mount Santubong.

Tickets for RWMF 2026 have been on sale since 13 March 2026, with Early Bird one-day passes priced at MYR235 and three-day passes at MYR635, available until 31 March 2026.

Festivalgoers can secure their tickets through the official festival website at rwmf.net or via the official ticketing platform Ticketmelon https://www.ticketmelon.com/sarawaktourismboard/rwmf. 

For added convenience, Buy Now Pay Later (BNPL) options are also available through digital platforms such as Atome, Grab PayLater and Shopee PayLater, making it easier for festivalgoers to plan their visit.

With Early Bird passes expected to sell out quickly, visitors are encouraged to purchase their tickets early to avoid missing out on one of the region’s most celebrated music festivals.

“The Rainforest World Music Festival has, for many years, stood as one of Sarawak’s most distinctive cultural celebrations. It is more than a music festival; it is a gathering of cultures, a meeting of artistic traditions, and a platform where musicians from around the world come together to share stories through rhythm, melody, and heritage,” said YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry & Performing Arts, Sarawak.

Among the headliners is Dato’ M. Nasir, who will take the stage on 26 June 2026. A singer, songwriter, composer and producer with more than four decades of influence in the creative arts industry, Dato’ M. Nasir is known for his poetic lyrics and philosophical themes.

His works blend traditional Malay elements with contemporary sounds and have played a defining role in shaping the Malaysian music landscape.

Taking the stage on 27 June 2026 is The Commodores, featuring Thomas McClary, one of the defining bands of the funk and soul era, whose enduring hits such as Easy, Three Times a Lady, and Brick House continue to resonate with audiences across generations.

Completing the trio of headliners on 28 June 2026 is Incognito, the internationally renowned band led by founder Jean-Paul “Bluey” Maunick.

Known for their groove-based, rhythm-driven sound that blends soul, funk and world rhythms, the band is widely recognised for timeless hits such as Always There and Still a Friend of Mine.

More artists will be announced in the coming weeks, with the festival set to feature over 200 performers from 12 countries.

Beyond its spectacular evening concerts, RWMF is renowned for its immersive daytime experiences, with over 50 workshops, cultural demonstrations, and intimate mini sessions taking place across the festival grounds.

Festivalgoers can take part in interactive sessions where musicians share the stories behind their instruments and traditions while engaging audiences in spontaneous collaborations.

RWMF 2026 will also introduce a special BIMP-EAGA gastronomy showcase, highlighting the rich and diverse culinary traditions of the Borneo sub-region. Featuring flavours from Brunei Darussalam, Indonesia, Malaysia, and the Philippines, the initiative brings together culinary partners from across the BIMP-EAGA region to present traditional dishes and regional specialities to festivalgoers.

The programme celebrates the region’s shared food heritage while offering visitors the opportunity to experience a wider range of authentic Borneo and regional flavours during the festival.

Sustainability remains a central pillar of the festival. Initiatives such as Green Ruai, Green Warriors, and the EcoGreen Planet tree-planting programme highlight the festival’s commitment to environmental responsibility and conservation.

Since 2023, more than 6,000 trees have been planted in conservation areas, including Samunsam Wildlife Sanctuary, Bukit Lima Nature Reserve, and Piasau Nature Reserve, with the initiative set to reach 10,000 trees this year, ahead of the original 2027 target, in support of long-term environmental restoration efforts.

With its unique blend of world-class music, rainforest immersion, cultural authenticity, and sustainability initiatives, the Rainforest World Music Festival continues to strengthen Sarawak’s reputation as a leading destination for international festivals and cultural tourism.

For more information on Sarawak’s tourism and attractions, check the website: Sarawak. 

(Source: Your Stories — Sarawak Tourism Board)

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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)

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Hosted in Kuching, Sarawak — home to some of the world’s most significant rainforest carbon sinks — RAYS continues to ground climate dialogue within a landscape globally recognised for its ecological value. 

Borneo’s intact forests and deep peatlands rank among the planet’s most effective natural carbon reservoirs, making Kuching a meaningful setting for youth-led conversations on climate action, governance, and the future of shared planetary stewardship.

Funded and organised by the State Government of Sarawak, and endorsed by ASEAN, the Pacific Asia Travel Association (PATA), and UN Tourism, RAYS 2026 will attract over 700 youth participants from all 11 ASEAN countries. 

The summit will feature 17 speakers from Sarawak, Peninsular Malaysia, and around the world — including representatives from Panama, the UK, the US, Kenya, and other countries — contributing to a holistic and comprehensive programme.

Officiating the launch, Sarawak’s Minister of Tourism, Creative Industry & Performing Arts, YB Dato Sri Haji Abdul Karim Rahman Hamzah, underscored the summit’s growing regional role. 

“RAYS reflects Sarawak’s conviction that youth must not be placed at the edge of sustainability conversations, but firmly at the centre of them. Through this summit, Sarawak positions itself as a convening hub for youth-led climate leadership in the region. In this space, ASEAN’s diverse voices converge, where collaboration is nurtured, and where shared responsibility is strengthened.”

The 2026 programme brings together keynote dialogues, youth-led labs, and policy-focused sessions that centre lived experience, regional perspectives, and practical pathways to action.

Delegates will also take part in curated offsite excursions showcasing Sarawak’s protected rainforest sites and vibrant urban culture. The summit journey culminates with delegates attending the opening day of the Rainforest World Music Festival 2026, offering a cultural lens into how community, heritage, and conservation intersect within Sarawak’s responsible tourism model.

RAYS 2026 is anchored by the theme “Youth: Many Ways, One Planet”, reflecting the belief that while young people bring diverse perspectives, disciplines, and experiences, they share a collective responsibility — and opportunity — to shape sustainable futures. This theme guides the summit’s direction and reinforces its focus on inclusive, cross-cultural climate leadership.

New for RAYS 2026 is the Planet Futures Forum, a collaborative climate simulation designed to immerse youth in the realities of how climate decisions are made. Through scenario-based negotiation and systems thinking, participants will step into the roles, constraints, and trade-offs that shape real-world climate governance.

The Planet Futures Forum aims to build youth capacity in design thinking, negotiation, and collective decision-making, while producing a negotiated RAYS Youth Declaration that reflects the complexities of balancing environmental, social, and economic priorities.

Outcomes from the Planet Futures Forum will extend beyond the summit through the RAYS Fellowship Programme, a new 12-month leadership journey focused on collective climate governance and action.

The fellowship will bring together 10 to 15 young leaders ready to engage in real decision-making and shared governance. Rooted in the principle of “Many Ways, One Planet,” the programme creates space for diverse youth voices to co-design solutions, learn from indigenous and local knowledge holders, and contribute to governance proposals emerging from RAYS.

Over the course of a year, fellows will co-design governance structures grounded in community legitimacy, practise shared decision-making in real organisational or community contexts, strengthen their ability to lead across differences, and translate summit dialogue into applied action.

The fellowship begins at RAYS 2026 and continues through guided monthly online learning sessions, applied governance work, and collaborative cohort engagement.

Further details on the Planet Futures Forum and the RAYS Fellowship Programme will be announced in due course. Interested participants are encouraged to follow updates via the official RAYS website and social media channels.

Registration for RAYS 2026 is now open, with Early Bird passes available for purchase until 15 March 2026 via the official RAYS website.

Ticket Snapshot

• Early Bird Pass

MYR200: 15 March 2026

• General Pass

MYR350: First-time delegates

• Alumni Pass

MYR250: Returning delegates

• Group Pass

MYR250 per person — minimum 10 participants

(Schools, universities, and youth organisations)

• Kuching Group Pass

Kuching-based institutions or organisations interested in sending a group delegation of 20+ pax, should contact: register@rainforestyouthsummit.com 

(Source: Your Stories — STB)

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STB’s engagement at the travel fair and the follow-up trade sessions underscored its ongoing commitment to sustaining market visibility and strengthening trade distribution in Indonesia, in line with STB’s EDGE Strategy and Post COVID-19 Development Strategy (PCDS) 2030, while supporting Malaysia’s national target of 43 million visitor arrivals under VM2026.

“Indonesia remains a priority short-haul market for Sarawak, and ASTINDO Travel Fair provided a valuable platform for us to engage consumers while strengthening trade confidence through targeted follow-up engagements,” said Sarawak Tourism Board.

Chief Executive Officer Dr Sharzede Datu Haji Salleh Askor. “By linking consumer interest with trade-ready products and long-term partnerships, we are positioning Sarawak to deliver sustained visitation in support of VisitMalaysia Year 2026.”

Throughout the four-day fair, STB engaged with Indonesian travellers at Tourism Malaysia’s pavilion, showcasing Sarawak’s diverse tourism offerings across its Culture, Adventure, Nature, Food, and Festivals (CANFF) pillars.

The engagement highlighted Sarawak as an immersive, experience-rich destination in Malaysia, appealing to Indonesian travellers seeking a short-haul escape.

Building on the momentum generated at the consumer-facing fair, STB conducted post-fair B2B trade engagements with selected Jakarta-based travel agents. These engagements focused on strengthening destination familiarity and reinforcing long-term collaboration, particularly among agents who had previously visited Sarawak on familiarisation programmes. 

https://youtu.be/o6KqUt4NGjg?si=o-SZXJa8nmaGmoD8For more information on Sarawak, visit: Sarawak Tourism Board. 

(Source: Your Stories — Sarawak Tourism Board)

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The trade-only B2B roadshow, held from 27 January to 5 February, spanned six cities in the Oceania market, namely Auckland, Wellington, Christchurch, Sydney, Melbourne and Perth, placing Sarawak face-to-face with key decision-makers responsible for designing and selling long-haul itineraries. 

Such engagements are critical in markets like Australia and New Zealand, where travel planning is powerfully shaped by travel agency knowledge, product confidence and long-standing trade relationships.

Australia and New Zealand continue to show steady potential for Sarawak, with the Oceania market recording a 9.3% increase in visitor arrivals from pre-pandemic levels to the end of 2025.

While growth remains incremental, Sarawak Tourism Board (STB) emphasises sustained, targeted trade engagement to drive stronger medium- to long-term performance through improved itinerary design and product diversification. Australia ranked among Sarawak’s Top 10 source markets in 2025, reinforcing the strategic importance of the Oceania market.

“For long-haul markets such as Australia and New Zealand, destination awareness alone is not enough. Confidence drives conversion, and confidence comes from direct engagement with the trade,” said Dr Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak

Tourism Board. “Our presence at the THO Mega Roadshow reflects Sarawak’s commitment to showing up, telling our story accurately, and positioning Sarawak as a destination that delivers meaningful, well-curated and responsible travel experiences in line with Visit Malaysia Year 2026.”

Through the THO Mega Roadshow, Sarawak positioned itself as a compelling addition to multi-city and twin-city itineraries, connecting seamlessly with regional gateways such as Kuala Lumpur, Singapore, Bandar Seri Begawan and Jakarta. 

This approach supports longer stays, deeper exploration and higher yield, aligning with Malaysia’s broader VMY2026 objectives.

The roadshow also serves as a platform for Sarawak to leverage VMY2026 through collaborative opportunities with airlines, tourism stakeholders, and trade partners, while strengthening coordination by meeting with the Tourism Malaysia Office in Sydney and the High Commission of Malaysia in Wellington, New Zealand. These engagements translated into sustained conversion initiatives, including trade campaigns, tactical promotions, travel agent training programmes and media familiarisation activities.

Sarawak’s participation reflected a deliberate strategy to strengthen its presence in high-value, long-haul markets and ensure the destination remains visible and accurately represented in an increasingly competitive Southeast Asian travel landscape. By being on the ground, STB presented Sarawak’s tourism offerings directly, clarified the destination’s positioning, and reinforced its readiness as a long-haul destination anchored in culture, nature, and sustainability.

Sarawak’s presence at the THO Mega Roadshow 2026 underscores the state’s commitment to investing early and engaging directly with the travel trade ahead of Visit Malaysia Year 2026. By taking its story across two countries and six key trade hubs, Sarawak laid firm groundwork to convert awareness into bookings and position itself as a destination of choice for long-haul travellers seeking meaningful and well-curated experiences in Malaysia.

For more information on Sarawak, visit: Sarawak Tourism Board. 

(Source: Your Stories — Sarawak Tourism Board)

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India has been identified as a priority growth market, targeting 2 million arrivals, and Sarawak is positioning itself to contribute meaningfully to this national objective by pursuing sustained, quality growth from the Indian market.

The Sarawak delegation was led by Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry & Performing Arts Sarawak (MTCP); Datuk Sebastian Ting, Deputy Minister of Tourism, Creative Industry & Performing Arts Sarawak (MTCP); Dato Dennis Ngau, Chairman of Sarawak Tourism Board; and Dr Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board. 

Their presence underscored Sarawak’s commitment to strengthening high-levelengagement with India’s travel trade and reinforcing long-term market confidence. Highlighting the significance of Sarawak’s participation, Dato Sri Abdul Karim delivered a keynote address as a panel speaker at OTM 2026, underscoring Sarawak’s leadership and readiness to respond to evolving outbound travel demand from India.

In addition, Dr Sharzede participated as a featured panellist at the OTM Forum session, “Beyond the Usual: Mapping Where Indian Travellers Will Go Next,” sharing insights on Sarawak’s destination readiness and product development strategies for the next wave of Indian travellers.

At OTM 2026, Sarawak positioned itself as a distinctive, experience-led destination, highlighting its core tourism pillars: Culture, Adventure, Nature, Food, and Festivals (CANFF).

Emphasis was placed on immersive, nature-led, and heritage-rich experiences that resonate strongly with the Indian market, including iconic UNESCO World Heritage-listed attractions such as Mulu National Park and Niah National Park.

Before the official opening of OTM 2026, the Sarawak delegation, led by the Minister and MTCP entourage, conducted high-level visits to strengthen diplomatic and academic ties, including a courtesy call on the Consul General of Malaysia in Mumbai, Ahmad Zuwairi Yusoff.

This was followed by an academic partnership mission to Somaiya Vidyavihar University, in collaboration with UCSI University Sarawak Campus, to promote education tourism, a key niche segment in the Indian market. This collaboration aimed to establish academic benchmarks in hospitality, tourism, and culinary arts through faculty and student exchanges and joint research.

OTM 2026 served as a valuable platform to enhance Sarawak’s visibility in India, strengthen trade relationships and reinforce its positioning as Malaysia’s nature-led gateway to Borneo. These strategic engagements are expected to support the development of tailored itineraries, expand market access and drive sustained destination awareness across India as Malaysia prepares to welcome the world in 2026.

For more information on Sarawak tourism, visit: Sarawak Tourism Board. 

(Source: Your Stories — Sarawak Tourism Board)

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