KUCHING: Sarawak Tourism Board (STB) has strengthened its presence in Japan through a successful five-day initiative spanning Nagoya and Tokyo, Japan.
In a statement today (Oct 1), STB said its participation at the Tourism Expo Japan (TEJ) 2025 in Nagoya, followed by a dedicated Product Update Session in Tokyo, showcased Sarawak’s diverse offerings to both Japanese consumers and industry players.
“At TEJ 2025, Sarawak was showcased under the Malaysia Pavilion at Aichi Sky Expo, where the delegation connected with industry players and Japanese consumers alike.
“The Sarawak counter served as a hub for product discovery and destination awareness, while Japanese content creator Jun Tanaka brought Sarawak’s stories to life through engaging promotional activities,” it said.
Delivering an address on behalf of STB chief executive officer (CEO) Sharzede Datuk Salleh Askor, STB North Asia and New Market marketing manager Catherine Huong expressed appreciation for the support from Tourism Malaysia Tokyo and reiterated Sarawak’s long-term commitment to the Japanese market.
Momentum continued in Tokyo, where STB hosted a half-day Product Update Session at Hotel Groove Tokyo in collaboration with Tourism Malaysia Tokyo. The event brought together 13 leading travel agents, airlines and industry partners.
The session, organised in collaboration with Tourism Malaysia Tokyo, featured a presentation by a Japanese content creator from the Sarawak Tourism Board, who highlighted Sarawak and its CANFF pillars before engaging the audience in a Q&A session.
“The session highlighted Sarawak’s newest tourism products and travel packages, complemented by interactive exchanges designed to strengthen opportunities for future collaborations.
“These initiatives built on earlier promotional momentum, including the Serumpun Sarawak cultural showcase at Expo 2025 in Osaka, which featured Indigenous storytelling, culinary innovation, and creative arts,” it said.
