KUCHING: Sarawak will step up efforts to strengthen its foothold in the European market at Internationale Tourismus-Börse (ITB) Berlin 2026, as part of preparations for Visit Malaysia Year 2026.
The Sarawak Tourism Board (STB) will showcase the state’s tourism offerings at the world’s largest travel trade show from March 3 to 5 in Berlin, Germany, targeting long-haul travellers increasingly seeking sustainable and experience-driven destinations.
Leading the Sarawak delegation is Deputy Minister for Tourism, Creative Industry and Performing Arts (Tourism), Datuk Sebastian Ting Chiew Yew, signalling the state government’s continued commitment to international market development.
“Europe remains an important long-haul market for Sarawak.
“Our participation at ITB Berlin is not merely about visibility, but about strengthening relationships, building confidence among trade partners, and positioning Sarawak as a destination defined by authenticity and sustainability,” he said in a statement.
At this year’s edition, Sarawak will introduce its theme, ‘Journey Unveiled: Redefining River Routes to Storied Lands’, featuring a signature experience portfolio aimed at repositioning the state’s riverine and heritage narratives for the global travel trade.
The initiative underscores Sarawak’s evolving long-haul strategy anchored in authenticity, cultural depth and place-based storytelling.
ITB Berlin attracts more than 100,000 trade visitors and industry stakeholders from over 190 countries annually, offering Sarawak a strategic platform to deepen engagement in key European markets such as Germany, the United Kingdom, the Nordics and Benelux.
In 2025, Sarawak recorded 57,107 visitor arrivals from Europe, including 7,525 from Germany, reflecting the region’s growing importance as international travel demand continues to evolve.
Guided by its CANFF (Culture, Adventure, Nature, Food and Festivals) pillars, Sarawak will highlight its nature-based and community-driven tourism products, reinforcing its positioning as the Gateway to Borneo.
During the three-day event, STB will conduct business meetings, destination briefings and trade networking sessions aimed at expanding product distribution, strengthening tour operator partnerships and boosting market awareness ahead of Visit Malaysia Year 2026, which targets 43 million international arrivals nationwide.
Sarawak’s participation reflects its strategic focus on strengthening long-haul market confidence, expanding international partnerships, and positioning the state as a values-driven destination ready for the global stage.
