SINGAPORE: Sarawak Tourism Board (STB) is aiming to continue to strengthen Sarawak’s position as a preferred short-haul destination this year.
STB said it is building on the 59,793 Singaporean arrivals recorded last year and driving further growth in arrivals this year.
“Singapore has always been a vital gateway for Sarawak tourism, and this year, STB returned with renewed focus and ambition by making its fourth consecutive appearance at the 2025 National Association of Travel Agents Singapore (NATAS) Holidays,” it said in a statement on Monday (Aug 18).
By taking part in the Singapore’s premier travel fair which was held from Aug 15 to 17, it offered STB an impactful platform to connect directly with Singaporean families, millennial travellers, retirees, expatriates and travel industry professionals.
“Sarawak’s showcase centred on its five core tourism pillars, Culture, Adventure, Nature, Food and Festivals (CANFF), which continue to define its appeal as an authentic, immersive and accessible Borneo destination.”
It added that the engagements also highlighted Sarawak’s strong air connectivity, with 26 direct flights weekly from Singapore, including 19 to Kuching, three to Sibu and four to Miri.
Meanwhile, STB CEO Sharzede Salleh Askor said that Singapore continues to be one of Sarawak’s most important source markets.
“We are here not just to promote packages, but to share our living heritage, celebrate our diversity and invite travellers to explore a Sarawak that is both culturally profound and naturally majestic,” she said.
STB also said that visitors at NATAS were treated to live cultural performances, reflecting Sarawak’s ethnic diversity and heritage.
Apart from that, the event featured a traditional tattoo demonstration with a Sarawakian tattoo artist offering temporary tribal body art, an interactive nod to the state’s indigenous traditions.
“The event also showcased Sarawak travel packages promoted by participating travel agents, with our representatives offering destination briefings and product knowledge to guide consumer choices,” STB said.
STB added that their participation at NATAS forms part of a broader strategy in the Singapore market that includes Sarawak’s showcase at ITB Asia in October this year and the highly anticipated Sarawak Mega Fair, scheduled from Oct 16 to 19.
“Through these initiatives, we aim to strengthen its market presence, deepen partnerships and drive increased visitor arrivals from Singapore.”
