TAIPEI, Taiwan: Sarawak Tourism Board (STB) made a strong return to the Taipei International Travel Fair (ITF) 2025, promoting the state as the Gateway to Borneo and highlighting its unique identity through the five tourism pillars of Culture, Adventure, Nature, Food, and Festivals (CANFF).
The four-day fair, held at Nangang Exhibition Hall 1, served as a major platform for STB to expand Sarawak’s reach in Taiwan, one of its key markets in North Asia, and to build deeper connections with both travel trade partners and consumers.
The participation formed part of Malaysia’s broader preparations for Visit Malaysia Year 2026 (VMY 2026), with Sarawak taking a lead role in strengthening regional awareness through sustainable tourism and authentic storytelling.
Meanwhile, at the Sarawak pavilion, visitors experienced an immersive showcase of the state’s rich cultural diversity, indigenous traditions, rainforests, adventure attractions, festivals, and creative cuisine, reflecting Sarawak’s positioning as a destination with ‘More to Discover’.
According to STB Chief Executive Officer, Sharzede Datuk Salleh Askor, Taiwan remains a significant market for Sarawak.
“ITF Taipei provides a valuable opportunity to connect with partners and travellers while showcasing what makes Sarawak special: our people, our culture, our natural beauty, and our commitment to responsible tourism,” she said.
STB’s presence at ITF was supported by Taiwan-based travel partners, including ComeBest Tour Co. Ltd, China Dragon Travel Service Co. Ltd, Happy Go Travel Co. Ltd, and Nami International Travel Agency Co. Ltd (Lamingo Tour), all of whom promoted curated Sarawak tour packages centred on heritage, community-based, and nature-led experiences.
The participation also complemented STB’s ongoing marketing efforts in Taiwan, following its Business Networking Seminar with Royal Brunei Airlines Taiwan, held earlier this year in Taipei and Hualien.
