KUCHING: Sarawak Connect, a travel trade initiative by Sarawak Tourism Board brought together 54 travel agents to experience local attractions while engaging in business networking here.
The eight-day B2B travel trade initiative was aimed at expanding key tourism markets across Malaysia and Asia.
“Sarawak Connect brought our key trade partners from Malaysia, ASEAN and North Asia together under one coordinated initiative,” said STB Chief Executive Officer Dr Sharzede Datu Haji Salleh Askor, in a press statement Monday (Sept 21).
“Each market cluster followed its own tailored itinerary, but the goal was shared: to give travel agents first-hand experience of Sarawak as the Gateway to Borneo,” she added.
Held from Sept 12 to 19 under the theme “From Partners to Packages,” the event focused on deepening regional destination knowledge and creating sustainable collaboration opportunities.
Participants explored iconic destinations including Kuching, Mulu, and Miri, taking part in tailored itineraries that highlighted Sarawak’s rich cultural, natural, and gastronomic offerings.
The domestic delegations from Kuala Lumpur and Johor experienced adventure and Muslim-friendly travel, visiting Gunung Mulu National Park, Borneo Cultures Museum, and local community hubs.
Meanwhile, 24 travel agents from China explored heritage and nature highlights such as Sarawak Cultural Village and Semenggoh Wildlife Centre alongside Mulu’s pristine rainforests.
The Thai delegation engaged in an expansive Miri-Mulu-Kuching circuit, bridging connections across Northern Sarawak and gaining comprehensive insights into local tourism products and services.
A central highlight was the B2B Networking Session at The Waterfront Hotel, connecting visiting agents directly with local tour operators, hoteliers, and trade associations.
Through direct business discussions, industry partners exchanged valuable market insights, explored joint promotional ideas, and developed customized travel packages for their respective home markets.
