By DayakDaily Team
KUCHING, 30 Sept: The Sarawak Tourism Board (STB) is intensifying its push into the Japanese travel market through targeted engagements with travel agents and tour operators in Tokyo and Osaka, capitalising on momentum generated by Tourism Expo Japan (TEJ) 2026.
According to a press statement by STB, these follow-up engagements aim to solidify ties with Japanese travel trade representatives, exchange market intelligence, and refine Sarawak’s tourism offerings to better suit the preferences of Japanese travellers.
Held from 24 to 27 September at Tokyo Big Sight, TEJ 2026 saw STB participate under the Tourism Malaysia Pavilion to engage directly with Japanese travel agents, tour operators, industry stakeholders, and consumers.
The exposition showcased Sarawak’s tourism sector structured around its five core pillars—Culture, Adventure, Nature, Food, and Festivals (CANFF)—whilst providing Malaysian trade partners a valuable platform to build commercial networks and gather market insights.
Building on the exposition’s success, STB hosted a Post-TEJ Product Update Session at The Grand Ginza in Tokyo on 28 September, before concluding the initiative at Hilton Osaka on 30 September.
STB Marketing Director for North Asia and New Markets, Dylan Redas Noel, emphasised that these follow-up sessions were designed to translate initial event inquiries into long-term commercial relationships.
“Tourism Expo Japan provides a crucial platform to introduce Sarawak to the Japanese market, but maintaining that momentum beyond the trade show floor is equally essential.
“Our targeted sessions in Tokyo and Osaka allow us to connect more closely with travel trade partners, exchange ideas, and gain a clearer understanding of what Japanese travellers seek,” Noel said.
The Tokyo session was delivered in collaboration with Royal Brunei Airlines, operationalising a Memorandum of Understanding signed between STB and the carrier in May 2026. The partnership focuses on joint destination promotion, product development, and enhancing regional connectivity to create more seamless travel opportunities across Borneo.
Meanwhile, the Osaka leg was supported by the Tourism Malaysia Osaka Office, expanding STB’s reach to travel trade partners across the wider Kansai region. The outreach also reinforces the national tourism agenda as momentum builds towards the Visit Malaysia 2027 campaign.
Furthermore, Noel noted that STB is actively positioning the State beyond a standalone destination through its overarching “Sarawak: Gateway to Borneo” campaign.
“Through Sarawak: Gateway to Borneo, we aim to present Sarawak as an experience-rich destination in its own right, whilst serving as a natural springboard for travellers eager to explore the wider island.
“By strengthening ties with our trade and connectivity partners, we hope to make that broader Bornean journey increasingly accessible,” he explained.
Originally launched on 19 Aug during the PATA Travel Mart 2026, the Gateway to Borneo positioning centres on Sarawak’s five CANFF pillars. STB remains confident that these sustained engagements across Japan will reinforce trade alliances, bolster national tourism ambitions, and encourage more Japanese travellers to visit the State. — DayakDaily
