DUBAI: Sarawak Tourism Board (STB) returns to the Arabian Travel Market (ATM) 2024 from May 6 to 9 to continue its efforts to draw more tourists from the Middle East region.
In a press release, in collaboration with Royal Brunei Airline, STB’s promotional activities continue with a Product Update Seminar on May 9 at the Novotel World Trade Centre that offers a comprehensive overview of the latest developments and initiatives within Sarawak’s tourism landscape through valuable connections and partnerships with key stakeholders.
With ATM’s theme “‘Empowering Innovation – Transforming Travel Through Entrepreneurship” which explores how innovative sustainable travel trends would evolve and identify strategies for growth within specific key vertical sectors, STB aimed to position Sarawak not only as the gateway to Borneo, bridging Kalimantan, Sabah, and Brunei, but also as a premier ecotourism and responsible tourism destination on the global map.
“STB’s participation in ATM2024 is a golden opportunity to put Sarawak at visitors’ top of mind when it comes to ecotourism and responsible tourism in the Middle East region.
“In 2023, we welcomed 3,630 visitors from the Middle East, marking a 6.95 per cent recovery rate as compared to our best year of 2019 of 3,394 visitor arrivals.
“This is why STB is amplifying our efforts in creating more visibility on Sarawak in this region as part of our aim to receive more Middle East visitors into Sarawak in 2024”, STB said.
STB added that this year, visitors to Sarawak’s booth at the ATM have the opportunity to experience the rich tapestry of Sarawak’s diverse cultural heritage through daily dance performances by the Sarawak Arts Council (SAC) throughout the travel trade fair.
“Apart from highlighting Sarawak’s Culture, Adventure, Nature, Food and Festivals (CANFF) attractions to tour agencies, STB is also promoting its iconic event the Rainforest World Music Festival (RWMF) to be held from June 28 to 30 at Sarawak Cultural Village (SCV).
“The Arabian Travel Market is the premier international travel and tourism trade show that enables inbound and outbound tourism professionals to capitalise on market opportunities in the Middle East.
“Popular tourist destinations from across the world congregates in Dubai to exhibit their brands alongside the greatest names in accommodation and hospitality, known tourist attractions, cutting-edge travel technology companies, and airlines,” STB stated.
For more information about Sarawak, visit https://sarawaktourism.com
