KUCHING: Sarawak Tourism Board (STB) and Royal Brunei Airlines (RB) have formalised a strategic partnership to strengthen regional connectivity and boost Sarawak’s international tourism presence.
The collaboration was sealed through the signing of a memorandum of understanding (MoU) during ITB China 2026 in Shanghai yesterday (May 26).
STB chief executive officer Dr Sharzede Salleh Askor said stronger connectivity remains essential in supporting tourism growth and improving destination visibility in the increasingly competitive global travel market.
“Strategic collaborations such as this are important in strengthening accessibility, enhancing destination visibility, and creating greater opportunities to encourage travel into Sarawak and the wider Borneo region, she said in a press release.
The MoU was signed by Sharzede and RB interim chief executive officer
Colonel Norsuriati Sharbini, witnessed by representatives from both organisations as well as tourism industry stakeholders and trade partners in Shanghai.
STB said the partnership comes as it intensifies tourism engagement efforts across China and North Asia through targeted marketing campaigns, trade collaborations and consumer engagement programmes.
“Under the collaboration, both parties will work together on tourism promotion initiatives while enhancing seamless travel access into Sarawak and the wider Borneo region.” it added.
Meanwhile, Norsuriati said China remains an important market for RB and Borneo, noting that both Brunei and Sarawak offered strong appeal for travellers seeking cultural, nature and wellness experiences.
“Through our established network and ongoing partnerships, we remain committed to enhancing regional access and welcoming more visitors to discover the richness and diversity of Borneo, she added.
