STB’s ongoing efforts to increase Sarawak’s visibility


KUCHING: Sarawak Tourism Board (STB) and 10 local travel and tour operators are participating in WTM Virtual London, an annual global travel market, from Nov 8 to 9, via a virtual Sarawak stand housed in Waterfront Hotel here.

This participation manifests STB’s ongoing efforts to increase Sarawak’s visibility, while also providing an opportunity for local industry players to network with trade buyers and media from around the world.

STB chief executive officer Sharzede Salleh Askor said since the onset of the pandemic, STB and its tourism partners had tapped further into promoting domestic tourism.

“With the world’s travel restriction gradually easing, Sarawak is looking forward to welcoming back international travellers.

“The return of international travellers is crucial for the recovery of our tourism industry, thus, our participation in WTM London will be another step forward in coming together with our international tourism partners to see how we can put our heads together to anticipate the needs and wants of a new brand of post-pandemic tourists,” she said on Monday.

She added that with greater emphasis on responsible tourism, Sarawak was also ready to empower its visitors with niche tourism products that allow them (tourists) to make a positive contribution during their visits, such as orangutan conservation work, cycling, birding, and many more.

STB had also set up a booth in WTM London from Nov 1 to 3 in ExCel London.

Authentic Borneo Tours, Borneo Adventure, Brighton Travel & Tours, Cat City Holidays, CPH Travel Agencies, Greatown Travel, Ecogreen Holidays, Happy Trails Borneo Tours, Minda Nusantara Tours & Travel Agencies, and Paradesa Borneo are among the local travel and tour operators participating in the WTM Virtual London.

Following the event, STB also released its latest destination creative themed ‘A Journey Awaits’ which showcases Sarawak’s geographical and cultural wonders, as well as its culture, adventure, nature, food, and festivals.

Through the message of healing in the video, Sarawak invites visitors to recover from pandemic fatigue in the state’s wealth of naturally endowed gifts; Culture, Adventure, Nature, Food, and Festivals (CANFF), amidst the comfort of Sarawak’s hospitality. The video is available for viewing on STB’s official YouTube channel.

For more information, visit

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