BANGKOK, Thailand: Sarawak has cemented its position in Thailand’s travel market with its third consecutive appearance at the Thai International Travel Fair (TITF), underscoring the state’s commitment to capturing a growing share of Thai tourists as Malaysia pursues an ambitious 43 million visitor target this year.
The Sarawak Tourism Board (STB) participated in TITF Bangkok 2026 on Jan 22-25 at the Queen Sirikit National Convention Centre, joining the Malaysia Pavilion led by Tourism Malaysia as part of the national Visit Malaysia Year 2026 campaign.
Thailand has emerged as an increasingly important market for Sarawak, with visitor arrivals in 2025 surpassing the previous year’s figures.
STB chief executive officer, Dr Sharzede Datuk Salleh Askor, said Sarawak has established strong visibility and credibility in the Thai market through years of consistent engagement.
“Thailand is a market where Sarawak has built sustained visibility and trust through long-term engagement.
“Our presence at TITF Bangkok 2026 reflects our focus on deepening trade collaboration, strengthening Sarawak’s role as Malaysia’s Gateway to Borneo, and translating market confidence into measurable visitor growth,” she said.
The state first exhibited at TITF Bangkok in 2024, followed by an appearance in Chiang Mai in 2025, before returning to Bangkok this year.
At the four-day fair, Sarawak Tourism Board showcased the state’s cultural heritage, natural landscapes, and experiential travel offerings to Thai consumers seeking regional destinations.
Officials also held discussions with Thai travel agents, tour operators, airline partners, and industry stakeholders to explore opportunities for improved air connectivity, joint promotional initiatives, and familiarization programmes.
As the only Borneo state from Malaysia at the event, Sarawak occupied a unique position within the Malaysia Pavilion, presenting itself as the primary gateway to the island’s diverse attractions.
The Thailand market development forms part of Sarawak’s EDGE Strategy, which aims to elevate international destination awareness and diversify source markets beyond the state’s traditional strongholds of Indonesia and Singapore.
Thailand now represents an emerging pillar in Sarawak’s ASEAN tourism outreach.
Sarawak’s continued investment in the Thailand market comes as Malaysia intensifies efforts to reach Tourism Malaysia’s projected target of 43 million visitor arrivals for Visit Malaysia Year 2026.
The state positions itself as offering immersive experiences rooted in authentic culture, pristine nature, and meaningful connections with local communities.
