KUCHING: A flagship three-day event will be held highlighting Sarawak’s unique environmental, natural and cultural appeal to British travellers.
It will form the basis of new year-long strategic partnerships between Sarawak Tourism Board (STB) and Malaysia Airlines Berhad (MAB) followed by STB and National Geographic Traveller at London Excel’s World Travel Market, London.
The objective of the Memorandum of Understanding (MoU) signed between STB and MAB on Nov 7, is to target the UK market in 2023 through joint marketing campaigns that will highlight Sarawak as a unique eco-tourism destination.
Additionally, it will serve as a platform to promote Sarawak’s cultural diversity of indigenous tribes and the gastronomy delights of the region.
“With the reopening of our borders in April this year, we are happy to share that Sarawak’s visitor arrivals from the UK ranked six in the chart with a growth of 7, 238.27 per cent from January till September this year,” said STB chief executive officer (CEO) Sharzede Salleh Askor.
“I am confident that this latest collaboration with Malaysia Airlines and National Geographic Traveller will entice more visitors from the UK into Sarawak after this.”
Meanwhile, Malaysia Airlines Berhad Group CEO Captain Izham Ismail said as the only non-stop carrier operating direct flights from London to Kuala Lumpur, Malaysia Airlines continues to see steady demand in growth.
“We look forward to welcoming more travellers from the UK and other neighbouring markets into the country.
“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.”
Meanwhile, STB looks 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 said National Geographic Traveller (UK) is looking forward to working with Sarawak Tourism on the multi-platform campaign for 2023, including video, digital, social and print.
“We welcome 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,” he said.
