By DayakDaily Team
KUCHING, Aug 28: Sarawak has been chosen to host the Pacific Asia Travel Association (PATA) Travel Mart 2026, a prestigious global tourism trade event, from Aug 18–20 at the Borneo Convention Centre Kuching (BCCK), marking a milestone in the State’s rise as the “Gateway to Borneo” and a hub for sustainable and inclusive tourism.
According to a Sarawak Tourism Board (STB) press release, the event is expected to bring together high-level tourism stakeholders from across the globe and builds on Sarawak’s record-breaking tourism performance in 2024, when the State welcomed 4.83 million visitor arrivals, surpassing pre-pandemic levels, with momentum continuing in 2025.
STB’s international recognition has further boosted the State’s credentials, with its “Sarawak, Gateway to Borneo” campaign winning the PATA Gold Award for Best Destination Marketing Campaign (Asia) in 2025.
First introduced through digital and targeted OOH media in 2023 and later unveiled globally at ITB Berlin 2024, the campaign repositions Sarawak as a destination of depth and mystery, leveraging its strategic location as the launchpad into Borneo’s cultural and natural riches.
Aligned with STB’s pillars, the campaign highlights Sarawak’s diverse facets of Culture, Adventure, Nature, Food, and Festivals (CANFF), reaffirming the State’s positioning as the “Gateway to Borneo”.
BCCK, Sarawak’s flagship convention venue, will serve as the main stage for PATA Travel Mart 2026.
With a capacity of over 4,000 delegates and a strong emphasis on sustainability and green building standards, the venue underscores Sarawak’s ability to deliver world-class events.
“Sarawak is more than a destination; it is the natural entry point to one of the world’s most biodiverse regions.
“Hosting PATA Travel Mart 2026 allows us to connect Borneo with the world while championing tourism that is meaningful, sustainable, and inclusive.
“More importantly, it is a statement of our readiness to lead global tourism conversations and to showcase Sarawak’s unique blend of culture, nature, and commerce to an international audience,” said STB chief executive officer Sharzede Datu Salleh Askor.
The event will also complement Visit Malaysia Year 2026 while amplifying Sarawak’s tourism growth strategies under the Post-Covid-19 Development Strategy 2030 (PCDS 2030) and Sarawak Tourism Master Plan 3.0.
Sarawak has a proven track record in hosting major international gatherings, including the Rainforest World Music Festival, International Energy Week 2025, and the ICCA Congress in 2016, positioning the State as a leading destination for culture-rich and sustainable events.
With PATA Travel Mart 2026, Sarawak will further strengthen its reputation as a welcoming meeting point for global tourism professionals, fostering new connections, collaborations, and investments in the heart of Borneo. — DayakDaily
