Sarawak Take Centre Stage at ITB China 2024

Sarawak took centre-stage at ITB China 2024, marking a groundbreaking moment with the announcement of its transformative 'Gateway to Borneo' campaign which was launched at ITB Berlin in March. The campaign signifies a brand refresh and strategically positions Sarawak as the premier gateway to Borneo, encompassing Kalimantan, Sabah, and Brunei.

Complementing the campaign's overarching theme is a refreshed “Sarawak More to Discover” (SMTD) destination logo, an update which maintains the vigour and excitement of the region’s marketing strategy - to position Sarawak as a plethora of Culture, Adventure, Nature, Food and Festivals, along with authentic experiences not found anywhere else in the world and yet to be discovered. The STMD logo serves as a visual representation of Sarawak’s pristine rainforests, the allure of its coastal waters and the colourful diverse ethnicities of its people. The logo also showcases the majestic silhouette of the Rhinoceros hornbill, an iconic symbol synonymous with Sarawak's cherished moniker, "Land of the Hornbills".

The Gateway to Borneo campaign is not just a geographic distinction but also embodies a contemporary and timeless aesthetic, resonating with the evolving tastes of our discerning audience. This strategic move not only reinforces our commitment to digitalisation but also highlights Sarawak's pivotal role as the entry point to the wonders of Borneo.

CEO of Sarawak Tourism Board (STB), Sharzede Datu Haji Salleh Askor at ITB China 2024.

Building on the foundation laid in 2023, Sarawak Tourism Board (STB) also signed a Memorandum of Understanding (MoU) with Ctrip and Qunar, to continue to elevate Sarawak's prominence among Chinese travellers. Through this memorandum of understanding, Sarawak aims to showcase its diverse tour packages on the online platforms, enticing discerning travellers across China.

This partnership aligns with Sarawak's strategic vision to position itself as a preferred destination in the North Asia market. Sarawak has seen a significant growth in the arrivals of North Asian visitors this year. In the first quarter of 2024, Sarawak welcomed 33,166 tourists from North Asia, an increase of 45.2% compared to the same period last year. We are optimistic that this figure will continue to surpass expectations with the introduction of the visa-free entry to Malaysia for Chinese nationals this year.

Sarawak also heightened its momentum to champion Responsible Tourism and Sustainability, embodying a tourism philosophy that prioritises economic, social, and environmental impacts. Celebrating its 27th year, the upcoming Rainforest World Music Festival (RWMF), from June 28th to 30th, themed ‘Evolution,’ underscores music's dynamic nature across generations and cultures. This year, RWMF embraces the transformative power of music, weaving together culture and environment. As millennials inherit the mantle, RWMF becomes a platform to amplify indigenous voices and shared wisdom in rainforest conservation. Empowering the next generation, RWMF fosters dialogue, fuels actions, and charts a course toward sustainability, ensuring a harmonious co-existence of culture and nature for generations to come.

For all its efforts in promoting responsible practices and sustainability for the RWMF, STB recently garnered international acclaim, winning the Best Global PR Campaign Award at the World Communications Forum Award (WCFA), Davos Switzerland, for its sustainable initiatives, the 'Nation's Pride Award' for 'Tourism Promotion Excellence' at the BrandLaureate BestBrands Awards 2023 and two Gold awards and the Campaign of the Year Awards at the Malaysia Public Relations Awards (MPRA).