SHANGHAI: Sarawak is seeking stronger tourism access through regional air links and China market engagement. Sarawak Tourism Board (STB) and Royal Brunei Airlines (RB) formalised the move through the signing of a Memorandum of Understanding (MoU) during Internationale Tourismus-Borse (ITB) China 2026.
The partnership is aimed at improving travel access into Sarawak, strengthening regional connectivity and raising the state’s international tourism profile. It also supports Sarawak’s positioning as the Gateway to Borneo, while reflecting the growing role of regional collaboration in tourism growth, travel access and destination visibility across international markets.
The MoU comes as STB continues to step up tourism engagement across China and North Asia through destination marketing initiatives, trade collaborations and consumer engagement programmes.
Through the collaboration, STB and RB will advance tourism promotion initiatives while improving travel access into Sarawak. STB chief executive officer Sharzede Salleh Askor said connectivity continued to play an important role in supporting tourism growth and strengthening how destinations positioned themselves in an increasingly competitive global travel landscape.
“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.
“As the Gateway to Borneo, connectivity remains an important component in supporting our ongoing tourism growth and international outreach efforts,” she said.
RB interim chief executive officer Colonel Norsuriati Sharbini said China remained a key market for the airline and the wider Borneo region.
“We are pleased to strengthen our collaboration with STB and our valued partners in China, as we continue to build on a longstanding relationship rooted in shared growth and connectivity.
“China remains a key market for RB Airlines and the wider Borneo region, and together we see strong opportunities to further position Brunei and Sarawak as compelling destinations for travellers seeking authentic 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 said.
The MoU was signed by Sharzede and Norsuriati.
The signing was witnessed by STB marketing director of North Asia and New Markets Dylan Redas Noel and RB manager integrated marketing Alirahim Abdul Rani, representing STB and RB respectively.
The ceremony was held in the presence of STB chairman Datuk Dennis Ngau and Beijing Longway International Travel president Song Kai, who is also RB general sales agent in the People’s Republic of China.
Tourism industry stakeholders and trade partners in Shanghai were also present.
Separately, STB recently launched its first Campus Roadshow and Student Engagement Programme in collaboration with Qunar at Zhejiang International Studies University in China.
The initiative introduced Sarawak to university students and young travellers through interactive tourism showcases and engagement activities highlighting the state’s culture, adventure, nature, food and festivals.
Together, the MoU with RB and STB’s recent engagement initiatives in China reflect a broader strategy to strengthen Sarawak’s international market presence through connectivity, destination visibility, trade engagement and consumer outreach.
These efforts continue to support Sarawak’s positioning as the Gateway to Borneo while strengthening the destination’s access and visibility in key international markets.
