by DayakDaily Team
KUCHING, June 11: Sarawak Tourism Board (STB) continues to intensify its presence in North East Asia markets with its presence at the Seoul International Travel Fair 2025 (SITF 2025), while it gears up for its participation in the ongoing World Expo 2025 in Osaka, Japan.
At SITF 2025, held from June 5 to 8, Sarawak captivated audiences with vibrant cultural performances and interactive experiences that brought its signature Culture, Adventure, Nature, Food, and Festivals (CANFF) pillars to life. The Sarawak Pavilion was a major draw, featuring traditional dance, interactive displays, and engaging live content that attracted thousands of Korean visitors over the four-day event.
STB also held its first-ever trade outreach in Busan on June 9 and 10, expanding its efforts beyond Seoul to South Korea’s second-largest city. The Busan sessions attracted top-tier outbound travel agents, providing first-hand insights into Sarawak’s latest offerings through presentations, destination briefings, and curated networking sessions; reinforcing STB’s commitment to expanding beyond capital-centric tourism promotion.
Sarawak’s 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.
“Our focus goes beyond a single event—we’re building market clusters that make long-term sense for Sarawak,” said STB chief executive officer Sharzede Datu Haji Salleh Askor.
“By deepening engagements in Korea while expanding collaborative networks across North East Asia, we’re shaping Sarawak’s 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.”
Korean arrivals to Sarawak reached 12,972 in 2024, reflecting a 20 per cent increase compared to pre-Covid in 2019. This steady growth highlights the effectiveness of STB’s sustained marketing efforts and digital outreach in the Korean market.
To amplify awareness, STB launched Korean-language Facebook and Instagram pages and collaborated with local influencers to extend digital reach.
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 North East Asia, with Japan identified as a high-value market for long-haul travellers seeking authentic experiences in Southeast Asia.
The recent initiatives are part of STB’s larger Asean-North East Asia cluster strategy, connecting multiple feeder markets to Sarawak under one cohesive regional framework.
With Visit Malaysia Year 2026 on the horizon, STB’s integrated approach aims to solidify Sarawak’s reputation as the Gateway to Borneo and a must-visit destination in Asia. – DayakDaily
