By DayakDaily Team
KUCHING, May 2: Sarawak is banking on a new Brunei–Sarawak travel alliance to deepen its reach into the Middle East and Indian markets, following an 82 per cent surge in Middle East tourist arrivals from 2022 to 2024.
Announced at the Arabian Travel Market (ATM) 2025 in Dubai, the collaboration between Sarawak Tourism Board (STB), Brunei Tourism, and Royal Brunei Airlines is designed to drive high-value arrivals and support Sarawak’s 2025 target of five million visitors.
According to a press release, the alliance offers improved air connectivity, with Royal Brunei Airlines now operating three weekly Boeing 787 Dreamliner flights between Dubai and Brunei, and four weekly Airbus A320neo flights between Brunei and Kuching—enabling seamless twin-destination travel.
STB chief executive officer Sharzede Datu Salleh Askor said the partnership will open up authentic, nature-rich experiences to discerning travellers from the Gulf Cooperation Council (GCC) and Indian markets.
“Sarawak’s growing visibility on the international tourism stage is a testament to our commitment to sustainable and culturally rich travel experiences,” she said.
At ATM 2025, STB held a Business-to-Business (B2B) and Product Update Session with 50 travel agents from the United Arab Emirates (UAE) and GCC region. Agents received Sarawak-branded T-shirts and hats as part of the promotional drive.
The session also introduced the ‘Echoes of Borneo’ campaign—a joint promotion with Brunei Tourism spotlighting the Borneo Cultures Museum, twin UNESCO World Heritage sites Gunung Mulu and Niah National Parks, Rainforest World Music Festival (RWMF 2025), and Brunei’s royal heritage.
To further boost interest, STB will organise a familiarisation trip for selected trade and media partners, offering a firsthand look at Sarawak’s ethnic diversity, halal-certified gastronomy, lush rainforests, and eco-luxury offerings. – DayakDaily
