By DayakDaily Team
KUCHING, Aug 18: Making its fourth consecutive appearance at the National Association of Travel Agents Singapore (NATAS) Holidays, the Sarawak Tourism Board (STB) aims to strengthen the State’s position as a preferred short-haul destination, building on the 59,793 Singaporean arrivals recorded in 2024 and driving further growth in arrivals this year.
In a media release, the travel fair, held from Aug 15 to 17 at the Singapore EXPO, offered STB an impactful platform to connect directly with Singaporean families, millennial travellers, retirees, expatriates, and travel industry professionals.
Sarawak’s showcase centred on its five core tourism pillars—Culture, Adventure, Nature, Food, and Festivals (CANFF), which continue to define its appeal as an authentic, immersive, and accessible Borneo destination.
These engagements also highlighted Sarawak’s strong air connectivity, with 26 direct flights weekly from Singapore, including 19 to Kuching, three to Sibu, and four to Miri.
According to STB chief executive officer (CEO) Sharzede Datu Salleh Askor, Singapore continues to be among Sarawak’s most important source markets.
“We are here not just to promote packages, but to share our living heritage, celebrate our diversity, and invite travellers to explore a Sarawak that is both culturally profound and naturally majestic,” she said in the media release.
Visitors at NATAS were treated to live cultural performances reflecting Sarawak’s ethnic diversity and heritage, alongside a traditional tattoo demonstration featuring a Sarawakian tattoo artist offering temporary tribal body art, an interactive nod to the State’s Indigenous traditions.
At the heart of the booth were Sarawak travel packages promoted by participating travel agents, with STB representatives offering destination briefings and product knowledge to guide consumer choices.
STB’s participation at NATAS forms part of a sustained engagement strategy in the Singapore market, which also includes Sarawak’s showcase at ITB Asia in October 2025 and the highly anticipated Sarawak Mega Fair from 16–19 October 2025.
Together, these initiatives aim to strengthen market presence, deepen partnerships, and boost visitor arrivals from Singapore.
With Visit Malaysia Year (VMY) 2026 approaching, these efforts also serve to elevate brand visibility and generate demand ahead of Malaysia’s largest tourism campaign.
Through experiential promotions, targeted trade engagement, and authentic cultural showcases, Sarawak continues to captivate the Singapore market and lay the groundwork for sustainable tourism growth in the years to come. — DayakDaily
