By DayakDaily Team
KUCHING, Sept 8: Sarawak has simultaneously captivated audiences in India, the United Kingdom, and Thailand within a single week, spotlighting its Indigenous heritage and trade readiness while strengthening its profile as the true Gateway to Borneo.
According to a press release, Sarawak Tourism Board (STB) led the charge with three international engagements: ITB India 2025 in Mumbai (Sept 2–4), Celebrasia 2025 in London (Sept 5–7), and the Thai International Travel Fair – North Chapter in Chiang Mai (Sept 5–7). The triple showcase underscored Sarawak’s ambition to expand its global reach ahead of Visit Malaysia Year 2026.
“In one week, Sarawak engaged audiences across India, the UK, and Thailand, proving our brand resonates regionally and globally.
“Through the CANFF pillars — Culture, Adventure, Nature, Food and Festivals — we showed that Sarawak is more than a destination; it is a living experience of authenticity, diversity, and sustainability,” said STB chief executive officer Sharzede Datu Salleh Askor.
At ITB India, Sarawak joined more than 400 global exhibitors and connected with over 8,000 trade visitors, engaging directly with Indian agents, operators, and airlines. India remains a high-growth market, with these ties expected to boost Sarawak’s inclusion in travel packages.
Meanwhile in Chiang Mai, Sarawak reached Thai consumers through traditional performances, Sape music, and business networking sessions. Northern Thailand, being a key emerging market, provides momentum for future familiarisation trips, travel partnerships, and media coverage.
In London, Sarawak made waves at Celebrasia 2025 with six cultural performers and artisan-led workshops in beadwork and basketry, complemented by a handicraft showcase at Battersea Power Station. Jointly hosted with Tourism Malaysia UK and the Sarawak Craft Council, the event reinforced Sarawak’s Indigenous heritage and responsible tourism values for the European market.
By bridging Asia, Europe, and ASEAN simultaneously, STB has amplified Sarawak’s global visibility, reaffirming its position as a culturally rich and trade-ready destination for international travellers. — DayakDaily
