KUCHING: Sarawak made a strong impression at ITB China 2025, showcasing its appeal to younger travellers and reaffirming its commitment to the China market.
Held in Shanghai from May 27–29, the three-day event saw Sarawak Tourism Board (STB) launch a Mandarin destination video and build on a successful 2024 digital campaign with Qunar and Ctrip, which recorded 116 million exposures.
Sarawak recorded a 90.41 per cent increase in Chinese arrivals last year – from 39,243 to 74,721 – and now targets 100,000 arrivals in 2025.
STB Chief Executive Officer, Sharzede Salleh Askor, said the positive reception reflected the resonance of Sarawak’s values of authenticity, sustainability, and culture.
“We are not just promoting a destination; we are co-creating experiences that inspire, connect, and endure,” she said.
The campaign period also saw a 19 per cent rise in Gross Merchandise Value and a 23 per cent increase in hotel bookings.
Interest from travellers under 30 grew, with top searches including Bako National Park, Mulu, and Carpenter Street.
STB board member, John Teo, said Sarawak’s digital strategies are working.
“We look forward to welcoming even more travellers to experience the unique wonders of Sarawak,” he said.
A new Golden Week campaign is set to launch soon, aligning with Malaysia’s 30-day visa-free entry for Chinese nationals and a potential 90-day extension.
With the Rainforest World Music Festival (RWMF) around the corner, Sarawak continues to strengthen its position as the Gateway to Borneo.
