By DayakDaily
KUCHING, March 23: Sarawak took centre stage at the 54th edition of the Matta Fair held at the Malaysia International Trade & Exhibition Centre (Mitec), with the unveiling of its innovative ‘Gateway to Borneo’ campaign, symbolising a remarkable brand rejuvenation and positioning Sarawak as the leading gateway to Borneo, connecting Kalimantan, Sabah, and Brunei.
According to a media release today, the campaign’s launch aims to elevate Sarawak as a top-tier tourism destination, inviting travellers to embark on an enriching journey of exploration and inspiration.
The Sarawak Tourism Board (STB) has set ambitious targets for 2024. It aims to welcome two million domestic visitors, constituting 50 per cent of the projected total visitor arrivals of four million.
The focus of the fair was on providing comprehensive information on Sarawak’s diverse tourism offerings, promoting and facilitating the sale of Sarawak travel packages from esteemed industry partners, and strengthening networks between West Malaysian tour operators and Sarawak tourism for future collaborations.
Sarawak Tourism is set to create an immersive experience for attendees at the Matta Fair KL 2024, offering a glimpse into the region’s captivating allure through the ‘Gateway to Borneo’ campaign.
Deputy Minister for Tourism Sarawak Datuk Sebastian Ting Chiew Yew emphasised that the Sarawak Pavilion signifies more than just a physical presence; it symbolises Sarawak’s unwavering commitment to showcasing the richness of culture, the diversity of landscapes, and the warmth of hospitality.
The launch at the fair was an introduction to Sarawak Tourism’s new direction with ‘Gateway to Borneo’ and the refreshed ‘Sarawak More to Discover’ logo, following the initial launch at ITB Berlin.
This event was a pivotal continuation of STB’s efforts to amplify its communications and advertising strategies, engaging domestic audiences in the narrative of ‘entering’ Sarawak as the ‘Gateway to Borneo’.
“Our effort in 2023 helped to contribute a significant increase in arrivals from Malaysia and the neighbouring countries, totalling over 1,770,000 domestic visitors and over 1,800,000 from Indonesia and Brunei – marking a remarkable 43 per cent increase domestically and a staggering 182 per cent increase regionally compared to 2022.
“We are optimistic that our continued efforts will propel Sarawak towards achieving our target of welcoming four million visitors worldwide in 2024,” Ting added in the statement.
At the heart of this campaign lies the revitalised ‘Sarawak More to Discover’ (SMTD) destination logo, an emblem that embodies the essence and excitement of Sarawak’s unique offerings.
Designed to encapsulate the region’s rich tapestry of Culture, Adventure, Nature, Food, and Festivals (CANFF), the STMD logo serves as a visual ode to Sarawak’s pristine rainforests, coastal waters and the kaleidoscope of ethnicities that call it home.
Within its design, the majestic silhouette of the Rhinoceros hornbill stands tall, an iconic symbol synonymous with Sarawak’s cherished moniker, ‘ Land of the Hornbills.’
Visitors to the Sarawak Pavilion can anticipate a tapestry of activities designed to offer a taste of the region’s vibrant culture and natural wonders. From captivating sape and cultural performances to handicraft demonstrations of basket weaving and temporary tattoo demonstrations, visitors can also enjoy exciting giveaways to partake in, adding to the enchantment of the Sarawak experience. — DayakDaily
