DUBAI: Sarawak Tourism Board (STB) marked a powerful return to the Arabian Travel Market (ATM) 2025 here with the announcement of a strategic trilateral marketing collaboration with Brunei Tourism and Royal Brunei Airlines.
This initiative is designed to enhance Sarawak’s position as an emerging travel destination for Middle Eastern and Indian travellers.
Building on a remarkable 82 per cent growth in visitor arrivals from the Middle East between 2022 and 2024, Sarawak is accelerating efforts to expand its global footprint.
The cornerstone of this new partnership is increased flight frequency between Dubai, Brunei Darussalam, and Kuching.
Travellers can now enjoy seamless multi-destination journeys with Royal Brunei Airlines operating three weekly flights between Dubai and Brunei on Boeing 787 Dreamliners, and four weekly flights between Brunei and Kuching on Airbus A320neo aircraft.
Sarawak Tourism Board CEO Sharzede Salleh Askor expressed optimism about the collaboration’s potential.
“Sarawak’s growing visibility on the international tourism stage is a testament to our commitment to sustainable and culturally rich travel experiences.
“Through this strategic collaboration with Brunei Tourism and Royal Brunei Airlines, we are deepening regional partnerships and expanding access for discerning travellers from the GCC and Indian markets – offering journeys that are Muslim-friendly, authentic, and rooted in nature and heritage,” she said.
At ATM 2025, STB hosted a focused Business-to-Business (B2B) and Product Update Session, which drew 50 travel agents from Dubai, the UAE, and other Gulf Cooperation Council (GCC) countries.
The session introduced the ‘Echoes of Borneo’ campaign, a joint initiative with Brunei Tourism promoting seamless twin-destination itineraries between Sarawak and Brunei.
The campaign highlighted Sarawak’s indigenous cultures, the Borneo Cultures Museum, Gunung Mulu and Niah National Parks – both UNESCO World Heritage sites – alongside the renowned Rainforest World Music Festival (RWMF 2025), and Brunei’s regal heritage and eco escapes.
The initiative is designed to appeal to cultural explorers, eco-adventurers, and family travellers from high-value markets.
STB also distributed Sarawak-themed merchandise, including T-shirts and hats, to encourage brand engagement among travel partners.
Throughout the four-day event, Sarawak’s CANFF (Culture, Adventure, Nature, Food, and Festivals) branding was prominently featured through destination profiling, business matching sessions, and tailored promotions.
“To sustain the momentum post-ATM, STB is planning a familiarisation trip for selected media and trade partners.
“The trip will offer first-hand experiences of Sarawak’s lush rainforests, diverse ethnic heritage, halal-certified gastronomy, and eco-luxury offerings – all conveniently accessible via Brunei,” she added.
Sarawak’s dynamic showcase at ATM 2025 underscores its growing commitment to sustainability, accessibility, and regional collaboration as core pillars of its tourism growth strategy.
