By DayakDaily Team
KUCHING, May 27: Sarawak Tourism Board (STB) and Royal Brunei Airlines (RB) have formalised a strategic partnership through a Memorandum of Understanding (MoU) signed during ITB China 2026, reinforcing their shared commitment to strengthening regional connectivity and elevating Sarawak’s presence in the international tourism market.
According to a media release today, the collaboration underscores both parties’ focus on improving accessibility to Sarawak while supporting broader efforts to position the destination as the “Gateway to Borneo”.
It also reflects the growing importance of regional cooperation in driving tourism growth, enhancing travel connectivity, and increasing destination visibility across key global markets.
The MoU was signed by STB chief executive officer (CEO) Dr Sharzede Salleh Askor and RB interim CEO Puan Colonel Norsuriati Sharbini, witnessed by STB Marketing director for North Asia and New Markets Dylan Redas Noel, and RB Integrated Marketing manager Alirahim Abdul Rani, representing their respective organisations.
The ceremony was held in the presence of STB chairman Dato Dennis Ngau and Song Kai, president of Beijing Longway International Travel, RB’s General Sales Agent in the People’s Republic of China, alongside tourism industry stakeholders and trade partners in Shanghai.
Sharzede said connectivity remains a critical enabler of tourism growth and plays a key role in shaping how destinations compete in the global travel landscape.
“Strategic collaborations such as this are vital in improving accessibility, enhancing destination visibility, and creating greater opportunities to drive travel into Sarawak and the wider Borneo region. As the Gateway to Borneo, connectivity is a key pillar supporting our continued tourism growth and international outreach,” she said.
The partnership comes at a strategic time as STB intensifies its tourism engagement in China and North Asia through targeted destination marketing, trade partnerships, and consumer outreach initiatives.
Through this collaboration with RB, both parties will work to advance tourism promotion efforts while improving seamless travel access to Sarawak. The partnership reflects a shared ambition to elevate Sarawak’s global profile, strengthen regional connectivity, and position the destination as a compelling gateway to Borneo’s diverse cultural and natural experiences.
Norsuriati emphasised that China remains a key market for Royal Brunei Airlines and the wider Borneo region.
“We are pleased to strengthen our collaboration with Sarawak Tourism Board and our valued partners in China as we continue building on a long-standing relationship grounded in shared growth and connectivity. We see strong potential to further position Brunei and Sarawak as attractive destinations for travellers seeking authentic cultural, nature, and wellness experiences.
“Through our established network and ongoing partnerships, we remain committed to enhancing regional connectivity and welcoming more visitors to experience the richness and diversity of Borneo,” she said.
In a separate initiative, STB recently launched its first Campus Roadshow and Student Engagement Programme in collaboration with Qunar at Zhejiang International Studies University in China. The programme introduced Sarawak to university students and young travellers through interactive showcases highlighting the destination’s culture, adventure, nature, food, and festivals.
Together, the MoU with RB and STB’s recent engagement initiatives in China reflect a broader strategy to strengthen Sarawak’s international presence through improved connectivity, destination visibility, trade partnerships, and consumer outreach. These efforts continue to support Sarawak’s positioning as the Gateway to Borneo while enhancing its accessibility and appeal in key global markets. — DayakDaily
