KUCHING, Nov 8: The United Kingdom (UK) market has a special place in Sarawak’s tourism strategy, as visitor arrivals from the UK have shown remarkable recovery, with a 216.74 per cent increase from January to September 2023 (18,833) compared to the same corresponding period in 2022 (5,944).
According to a Sarawak Tourism Board press release, the UK region currently has the top 10 ranking of visitor arrivals into Sarawak (Jan-Sep 2023) and the highest rank among all regions in Europe and Oceania.
Since 2018, the number of visitors from the UK has been the highest among European countries.
“The UK market has played a pivotal role in Sarawak’s resurgence. From January to September 2023 alone, we welcomed 18,833 visitors from the United Kingdom.
“The growth rate of 216.74 per cent in this segment is very impressive, as compared to the same period in 2022, when we hosted 5,944 UK visitors.
“Based on current trends, a total estimation of 25,110 visitor arrivals from the UK into Sarawak is expected for 2023,” said Tourism, Creative Industry, and Performing Arts (MTCP) Sarawak Minister Dato Sri Abdul Karim Rahman Hamzah at the 2023 World Travel Market (WTM) London, which runs from Nov 6 to Nov 8 at the ExCeL London exhibition and convention centre in London, England.
STB unveiled its UK campaign with National Geographic Traveller (UK) and Tripadvisor on Nov 7 at the Sarawak Pavilion at ExCeL London, leveraging the global travel industry’s leading trade event, WTM London, where tens of thousands of senior industry professionals, government ministers, and international press gather every November.
Abdul Karim emphasised that STB’s participation at WTM London aims to solidify Sarawak’s position as a leading ecotourism destination with global recognition, in preparation for Visit Malaysia Year in 2026.
“The campaign brings forth an informative series of eight articles and six one-minute videos on National Geographic Traveller’s website which will then lead visitors to a dedicated landing page on TripAdvisor’s platform to book their preferred tourism experiences. This compelling campaign is slated to run until April 2024,” read the press release.
It continued, “STB’s participation at the important travel trade event is an opportunity to strengthen its destination branding and provide a platform for Sarawak’s industry partners to conduct in-person business.
“This year, STB is hosting up to 10 Sarawak trade partners, offering a unique perspective on Sarawak’s natural beauty, diverse culture, festivals, and cuisine under the theme ‘Sarawak – Now More Than Ever’.
Meanwhile, the Tourism minister commented: “This event serves as an ideal platform for our local partners to spotlight Sarawak’s incomparable attributes, encompassing its rich cultural diversity, thrilling adventures, pristine natural beauty, vibrant festivals, and delectable cuisine, all of which are certain to captivate your interest.”
In addition, STB highlighted that its participation included the signing of a Memorandum of Understanding (MOU) with Malaysia Airlines Berhad (MAB) for a Joint Marketing Campaign in 2024.
“Further enhancing the Sarawak experience at the Sarawak Pavilion, cultural dancers performed ethnic dances, and traditional musical instruments such as the Sape and nose flute that resonated throughout the venue.
“A tree bark art demonstration further showcased Sarawak’s rich cultural heritage, art, and musical traditions.”
STB added: “In a separate event, Sarawak placed in the top 10 ranking for Most Desirable Region in the World category in the Wanderlust Reader Travel Awards 2023 as announced during their awards ceremony held in London on Nov 7, 2023.
“The Wanderlust Reader Travel Awards is an annual event where the travel industry’s greatest gems are put in the spotlight and the ranking for each category is voted by the readers.
“This award is an extension of Wanderlust travel magazine, an award-winning UK-based independent publication that boasts 100,000 readers per issue and highlights off-the-beaten-track experiences and the world’s most exciting destinations.”
It went on to say that STB’s objectives for its participation in the 2023 WTM London are multifaceted.
“These goals encompass creating a commanding presence through a 140 sqm double-deck Sarawak stand, with a strong focus on enhancing destination branding and fostering international recognition.
“STB is dedicated to facilitating a minimum of 30 appointments, with its primary emphasis on engagement with key stakeholders in the travel industry,” STB remarked. — DayakDaily
