SEOUL: The Sarawak Tourism Board (STB) has made significant advances in expanding its footprint across North East Asia through its active participation in the Seoul International Travel Fair (SITF) 2025 and a historic first trade outreach in Busan, South Korea’s second-largest city.
The move forms part of STB’s broader regional strategy to deepen engagement in strategic market clusters across North East Asia, aligning with its upcoming appearance at the World Expo 2025 in Osaka, Kansai.
These efforts aim to position Sarawak as a leading destination for authentic travel experiences in Southeast Asia.
Held from June 5 to 8, at the COEX Convention Centre, the SITF 2025 marked Sarawak’s third consecutive appearance at South Korea’s premier tourism fair, which also commemorated its 40th anniversary.
Sarawak’s vibrant pavilion attracted thousands of visitors with its showcase of cultural performances, interactive displays, and live demonstrations celebrating its pillars of Culture, Adventure, Nature, Food, and Festivals (CANFF).
“Our focus goes beyond a single event; we’re building market clusters that make long-term sense for Sarawak.
“By deepening engagements in Korea while expanding collaborative networks across North East Asia, we’re shaping Sarawak’s visibility in line with global travel trends.
“Our goal is to ensure Sarawak resonates with travellers not just in Seoul, but in Osaka and beyond,” said STB chief executive officer, Sharzede Datuk Salleh Askor.
STB’s ongoing initiatives have paid off, with Korean arrivals to Sarawak reaching 12,972 in 2024, a 20% increase compared to pre-pandemic levels in 2019.
This growth was further supported by Post-Event Product Updates held in Seoul and Busan from June 9 to 10, where leading outbound travel agents were introduced to Sarawak’s latest tourism products and packages.
Participating Sarawak-based tourism partners included Innosar Holiday, Grand Margherita Hotel, and Riverside Majestic Hotels, as well as the Sarawak Golf Tourism Association, all of whom showcased new travel itineraries tailored for the Korean market.
To amplify digital visibility, STB also launched dedicated Korean-language Facebook and Instagram platforms and partnered with local influencers to boost social media engagement.
The Sarawak Pavilion remained a crowd-puller throughout SITF, drawing attention with traditional dance performances and immersive visitor experiences.
Furthermore, STB is intensifying preparations for its participation in the World Expo 2025 in Osaka, where it will support Malaysia’s national branding efforts by spotlighting Sarawak’s unique gastronomy and cultural assets.
Japan has been identified as a high-potential market for long-haul travellers seeking immersive and authentic experiences.
These recent efforts form part of STB’s integrated ASEAN–North East Asia market cluster strategy, aimed at connecting multiple feeder markets under one cohesive framework.
With Visit Malaysia Year 2026 on the horizon, STB is positioning Sarawak as the Gateway to Borneo and a must-visit destination in the region.
