KUCHING, Nov 8: Sarawak Tourism Board (STB) has partnered with Malaysia Airlines Berhad (MAB) and National Geographic Traveller (UK) to entice and capture UK travellers who are seeking to experience the raw beauty of Sarawak, from its wild nature, rich heritage and exotic food, to authentic local lifestyles, customs and culture.
The Memorandums of Understanding (MOUs) between STB and the two parties were signed at the Sarawak Pavilion at the London Excel’s World Travel Market, a flagship, three-day event highlighting Sarawak’s unique environmental, natural, and cultural appeal to intrepid British consumers.
According to STB in a media release, the MOU with MAB is targetting the UK market in 2023 through joint marketing campaigns that will highlight Sarawak as a unique eco-tourism destination with diverse products ranging from dense jungle environments and amazing wildlife, such as its gentle orangutans to rare birds such as the Dulit Frogmouth.
Additionally, it will serve as a platform to promote Sarawak’s cultural diversity of indigenous tribes and the gastronomy delights of the region.
STB chief executive officer (CEO) Sharzede Salleh Askor shared that with the reopening of Malaysia’s borders in April this year, Sarawak’s visitor arrivals from the UK ranked six in the chart with a significant growth seen from January till September 2022.
“I am confident that with this latest collaboration with Malaysia Airlines and National Geographic Traveller, it will entice more visitors from the UK to visit Sarawak after this,” she said.
MAB Group CEO Captain Izham Ismail emphasised that as the only non-stop carrier operating direct flights from London to Kuala Lumpur, Malaysia Airlines continues to see steady demand in growth and a healthy load factor for forward bookings on its flagship route.
“We look forward to welcoming more travellers from the UK and other neighbouring markets into the country to explore the diverse culture, warm hospitality, and delicacies Malaysia has to offer, underpinned by our inimitable Malaysian Hospitality service along their journey.
“By further strengthening our partnership with the Sarawak Tourism Board, we hope to provide the convenience of onward connecting flights into Sarawak including via sister airline Firefly and MASwings, to explore the Land of the Hornbill via MASwings,” he said.
Malaysia Airlines flies twice daily on its non-stop London to Kuala Lumpur flagship route, with seamless onward connection to cities in Sarawak namely Kuching, Sibu, Bintulu and Miri. MASwings operates the rural air services to small towns in the state including Mukah, Mulu and Limbang.
The London-Kuala Lumpur route is operated by the state-of-the-art and fuel-efficient Airbus A350, featuring its signature Business Suite, Business Class and Economy Class cabins, providing comfort and convenience to the varying traveller needs.
STB also looked to further its responsible tourism initiatives and increase conversion and growth among its traditional UK market through an MoU with National Geographic Traveller.
The MoU will highlight the collaboration between both parties to advocate responsible tourism practices, environment and community awareness through media publicity.
National Geographic Traveller (UK) commercial director Matt Midworth welcomed the opportunity to send a video team, writer and photographer to Sarawak to experience the destination first-hand and then create original content, which will be seen by millions of UK travellers.
“National Geographic Traveller (UK) is looking forward to working with Sarawak Tourism on this multi-platform campaign for 2023, including video, digital, social and print,” he said.
STB also showcased its nature and wildlife video entitled “Wild Side of Sarawak” during the signing ceremony at the Sarawak Pavilion.
Permanent secretary to Sarawak Ministry of Tourism, Creative Industry and Performing Arts Datu Hii Chang Kee emphasised that Sarawak is proud to showcase the ’Wild Side of Sarawak’ video as it showcases not only Sarawak’s most renowned flora and fauna like the orangutan and the rafflesia, the biggest flower in the world, but also prized birds endemic to Borneo such as the Dulit Frogmouth, a rare submontane resident, and the cheeky proboscis monkeys which are endemic to the jungles of Borneo.
“An additional aspect to this video is the original soundtrack which infuses the sounds of our traditional musical instruments, further highlighting the affiliation between our native cultures and wildlife,” he added.
From immersing themselves in the lifestyles of the many indigenous tribes at their longhouses and exploring gigantic caves at the iconic Gunung Mulu National Park to discovering community festivals and mouth-watering regional specialities, travellers can choose to experience Sarawak in a variety of ways.
For more information about Sarawak, please log on to www.sarawaktourism.com. — DayakDaily
