{"id":263583,"date":"2026-03-02T05:15:00","date_gmt":"2026-03-01T22:15:00","guid":{"rendered":"https:\/\/www.ttrweekly.com\/site\/?p=263583"},"modified":"2026-03-02T06:06:50","modified_gmt":"2026-03-01T23:06:50","slug":"itb-berlin-sarawak-telling-its-travel-story-to-trade-partners","status":"publish","type":"post","link":"https:\/\/www.ttrweekly.com\/site\/2026\/03\/itb-berlin-sarawak-telling-its-travel-story-to-trade-partners\/","title":{"rendered":"ITB Berlin: Sarawak telling its travel story to trade partners"},"content":{"rendered":"\n

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\u20135 March in Berlin, Germany.<\/p>\n\n\n\n

At this year\u2019s ITB Berlin B2B show, Sarawak is presenting the theme Journey Unveiled: \u2018Redefining River Routes to Storied Lands\u2019. It signals the introduction of a signature experience portfolio designed to position the state\u2019s riverine and heritage narratives for the global travel trade. <\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

The unveiling reflects Sarawak\u2019s evolving approach to long-haul engagement \u2014 one anchored in authenticity, cultural depth and place-based storytelling.<\/p>\n\n\n\n

Leading Sarawak\u2019s 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\u2019s strong commitment to international market development and long-haul destination positioning.<\/p>\n\n\n\n

\u201cEurope 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\u201d.<\/p>\n\n\n\n

As the world\u2019s 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.<\/p>\n\n\n\n

In 2025, Sarawak welcomed 57,107 visitor arrivals from Europe, including 7,525 arrivals from Germany, reflecting the region\u2019s growing importance as international travel demand continues to evolve.<\/p>\n\n\n\n

Sarawak\u2019s participation comes at a pivotal time as global travellers seek destinations that offer depth, cultural richness, and immersive nature-based experiences. <\/p>\n\n\n\n

Guided by its CANFF tourism pillars \u2014 Culture, Adventure, Nature, Food and Festivals \u2014 Sarawak spotlights its nature-based and community-driven offerings that distinguish the state as the Gateway to Borneo.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

For more information on Sarawak, visit: Sarawak Tourism Board<\/a>.\u00a0<\/p>\n\n\n\n

(Source: Your Stories \u2014 Sarawak Tourism Board)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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\u20135 March in Berlin, Germany. At this year\u2019s ITB Berlin B2B show, Sarawak is presenting the theme Journey Unveiled: \u2018Redefining River Routes to […]<\/p>\n","protected":false},"author":46,"featured_media":263620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1321,4273,3988],"tags":[],"class_list":{"0":"post-263583","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-malaysia-mekong-region","8":"category-sarawak","9":"category-stories"},"yoast_head":"\nITB Berlin: Sarawak telling its travel story to trade partners - TTR Weekly<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ttrweekly.com\/site\/2026\/03\/itb-berlin-sarawak-telling-its-travel-story-to-trade-partners\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ITB Berlin: Sarawak telling its travel story to trade partners - TTR Weekly\" \/>\n<meta property=\"og:description\" content=\"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\u20135 March in Berlin, Germany. 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