By DayakDaily Team
KUCHING, Feb 27: Sarawak will bring its heritage and river experiences to ITB Berlin 2026 from March 3 to 5, aiming to attract long-haul tourists and strengthen its European market presence ahead of Visit Malaysia Year 2026.
The Sarawak delegation, led by Deputy Minister for Tourism, Creative Industry and Performing Arts (Tourism) Sarawak, Datuk Sebastian Ting Chiew Yew, reflects the State government’s strong commitment to long-haul destination development.
“Europe remains an important long-haul market for Sarawak. Our participation at ITB Berlin is not merely about visibility, but about strengthening relationships, building confidence among trade partners, and positioning Sarawak as a destination defined by authenticity and sustainability,” he said in a statement today.
Sarawak will present its theme “Journey Unveiled: Redefining River Routes to Storied Lands”, featuring a signature experience portfolio designed to reposition the State’s riverine and heritage offerings for the global travel trade.
Attracting more than 100,000 trade visitors from over 190 countries, ITB Berlin gives Sarawak a platform to engage key European markets, including Germany, the United Kingdom, the Nordics, and Benelux.
Sarawak Tourism Board (STB) said the State welcomed 57,107 visitors from Europe in 2025, including 7,525 from Germany, highlighting the region’s growing importance as international travel rebounds.
STB noted that with travellers increasingly seeking cultural and nature-based experiences, Sarawak will showcase its CANFF pillars (Culture, Adventure, Nature, Food, and Festivals), to promote experiences that position the state as the Gateway to Borneo.
“At ITB Berlin 2026, Sarawak will take part in strategic business meetings, destination briefings, and networking sessions to expand product distribution, strengthen tour operator partnerships, and amplify market awareness ahead of Visit Malaysia Year 2026, which targets 43 million international arrivals nationwide,” STB added. — DayakDaily
