HELSINKI: Sarawak is stepping up efforts to tap the Nordic long-haul travel market after promoting the destination at MATKA Travel Fair 2026, Northern Europe’s largest travel exhibition, held from Jan 15 to 18.
Sarawak Tourism Board (STB) chief executive officer, Dr Sharzede Datuk Salleh Askor, said that their continuous presence at the MATKA Travel Fair 2026 was part of their European and Nordic market strategy ahead of Visit Malaysia 2026.
“Our continuous presence at MATKA Travel Fair 2026 shows the importance of this market.
“As Malaysia works towards its Visit Malaysia 2026 target of 43 million visitor arrivals, Sarawak is committed to playing a meaningful and differentiated role in that journey.
“The Nordic market values authenticity, sustainability, and meaningful travel, and Sarawak offers all three at scale,” she said.
STB said in a statement that the push comes amid encouraging recovery trends, with Nordic visitor arrivals to Sarawak rising by nearly 30 per cent from January to December 2025, signalling renewed demand and growing confidence in long-haul travel to the destination.
During the four-day fair, Sarawak’s promotional booth served as a platform to engage Nordic travel agents, tour operators, media representatives and influencers, with STB conducting structured business meetings and destination briefings to generate new trade contacts and qualified leads for follow-up and conversion.
Destination presentations highlighted Sarawak’s eco-tourism offerings, nature-based adventures, indigenous culture, and community-based tourism, aligning with Nordic travellers’ preferences for responsible, immersive travel experiences.
STB also used cultural showcases to strengthen engagement, including on-stage sape music and traditional dance performances, as well as bead-making workshops at the MATKA Experience Zone, which offered visitors a hands-on introduction to Sarawak’s living heritage.
