{"id":252585,"date":"2025-06-16T05:15:00","date_gmt":"2025-06-15T22:15:00","guid":{"rendered":"https:\/\/www.ttrweekly.com\/site\/?p=252585"},"modified":"2025-06-16T05:22:39","modified_gmt":"2025-06-15T22:22:39","slug":"sarawak-elevates-northeast-asia-tourism-promotions","status":"publish","type":"post","link":"https:\/\/www.ttrweekly.com\/site\/2025\/06\/sarawak-elevates-northeast-asia-tourism-promotions\/","title":{"rendered":"Sarawak elevates Northeast Asia tourism promotions"},"content":{"rendered":"\n

KUCHING, 16 June 2025: The Sarawak Tourism Board (STB) continues to expand its presence in Northeast Asia markets with its participation at the recent Seoul International Travel Fair (SITF) 2025 and its first-ever trade outreach in Busan. <\/p>\n\n\n\n

This marks a significant milestone in STB\u2019s broader regional strategy to strengthen its footprint across key market clusters, particularly within the Northeast Asia region. The ongoing efforts in South Korea also reflect STB\u2019s growing momentum ahead of its participation at the World Expo 2025 in Osaka, Kansai \u2014 a global platform to further elevate Sarawak\u2019s presence in the North East Asia market and beyond.<\/p>\n\n\n\n

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Held from 5 to 8 June at COEX Convention Centre in Seoul, SITF 2025 marked Sarawak\u2019s third consecutive participation in South Korea\u2019s largest tourism exhibition, which also celebrated its 40th<\/sup> anniversary. Sarawak\u2019s colourful showcase featured cultural performances and interactive experiences that brought the state\u2019s Culture, Adventure, Nature, Food, and Festivals (CANFF) pillars to life.<\/p>\n\n\n\n

\u201cOur focus goes beyond a single event \u2013 we\u2019re building market clusters that make long-term sense for Sarawak,\u201d said Sarawak Tourism Board Chief Executive Officer Puan Sharzede Datu Haji Salleh Askor. \u201cBy deepening engagements in Korea while expanding collaborative networks across North East Asia, we\u2019re shaping Sarawak\u2019s visibility in line with global travel trends. Our goal is to ensure Sarawak resonates with travellers not just in Seoul but in Osaka and beyond.\u201d<\/p>\n\n\n\n

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Product Updates in Seoul and Busan<\/strong><\/p>\n\n\n\n

Korean arrivals to Sarawak reached 12,972 in 2024, representing a 20% increase compared to 2019, before the Covid pandemic. This steady growth highlights the effectiveness of STB\u2019s sustained marketing efforts and digital outreach in the Korean market. The momentum was further strengthened by Post-Event Product Updates held in Seoul and, for the first time, in Busan from 9 to 10 June. <\/p>\n\n\n\n

The Busan session marked a historic first outreach in South Korea\u2019s second-largest city, reinforcing STB\u2019s commitment to expanding beyond capital-centric tourism promotion.<\/p>\n\n\n\n

The Product Updates attracted top-tier outbound travel agents, providing firsthand insights into Sarawak\u2019s latest offerings through presentations, destination briefings, and curated networking sessions. Sarawak\u2019s delegation featured tourism players including Innosar Holiday, Grand Margherita Hotel & Riverside Majestic Hotels, and the Sarawak Golf Tourism Association, each presenting fresh travel packages tailored for Korean travellers.<\/p>\n\n\n\n

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Korean language Facebook<\/strong><\/p>\n\n\n\n

To amplify awareness, STB launched Korean-language Facebook and Instagram pages and collaborated with local influencers to extend digital reach. The Sarawak Pavilion at SITF buzzed with traditional dance, interactive displays, and live booth content, drawing thousands of Korean visitors over the four-day fair.<\/p>\n\n\n\n

Beyond South Korea, STB is also ramping up preparations for its participation in the World Expo 2025 in Osaka, Kansai, aligning with Malaysia’s national branding and positioning Sarawak gastronomy. This initiative marks a key expansion of STB’s focus into Northeast Asia, with Japan identified as a high-value market for long-haul travellers seeking authentic experiences in Southeast Asia.<\/p>\n\n\n\n

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