BEIJING, China: Sarawak has strengthened its tourism ties with China ahead of Visit Malaysia Year 2026 through a new strategic collaboration between the Sarawak Tourism Board (STB) and Royal Brunei Airlines (RBA).
Held from October 28 to 30 in Beijing and Taiyuan, the Sarawak Business Networking Seminar marked a major step in reconnecting the state with northern China, one of the region’s key travel markets.
The event achieved tangible results, including stronger trade partnerships, increased awareness of Sarawak’s tourism products, and new opportunities for tour development between both destinations.
STB’s Marketing Director (North Asia & New Market), Dylan Redas Noel, described the initiative as more than just a marketing mission.
“This mission is more than a seminar; it’s a reconnection. China remains a key market for us, and with Beijing and Taiyuan as important gateways, we are rebuilding strong, lasting relationships with our partners,” he said.
Dylan also expressed appreciation to RBA for its instrumental role in reviving accessibility to Sarawak.
“This collaboration goes beyond connectivity; it’s a bridge between our cultures, our people and our shared ambitions,” he added.
Designed as a strategic B2B platform, the seminar gathered Sarawak tourism operators, Chinese travel agents, airline representatives, and media partners to forge new alliances and promote Sarawak’s unique tourism pillars – Culture, Adventure, Nature, Food and Festivals (CANFF).
One of the highlights was the Beijing-Bandar Seri Begawan-Kuching route operated by RBA, presented as a vital dual-destination link improving travel access between China and Sarawak.
To further strengthen engagement, RBA sponsored return tickets to Kuching as lucky draw prizes, giving winners a chance to experience Sarawak’s hospitality firsthand.
This event also marked the first collaboration between STB and RBA’s China team, reflecting a growing synergy between airline partnerships and destination marketing efforts in promoting Sarawak to the Chinese market.
STB and RBA also conducted courtesy visits to major travel and aviation players, including C-Trip, Qunar and Malaysia Airlines’ Beijing Office, to expand cooperation and digital visibility among Chinese consumers.
As Sarawak prepares for Visit Malaysia Year 2026, STB reaffirmed its commitment to expanding international outreach through strategic partnerships that position the state as a sustainable, diverse and authentic destination where culture, adventure and nature converge in harmony.
