Sarawak Connect deepens tourism trade ties with key markets in Peninsular Malaysia, Thailand & China
SARAWAK, 18 September 2026: Sarawak Tourism Board (STB) has concluded Sarawak Connect, an eight-day B2B travel trade programme involving 54 participants from Kuala Lumpur, Johor, Thailand and China. Held from 12 to 19 September 2026, the programme combined market-specific familiarisation trips in Kuching, Mulu and Miri with direct business networking between visiting travel partners and Sarawak tourism industry partners.
Sarawak Connect marks a significant step in STB’s efforts, bringing multiple key market clusters together under one coordinated travel trade programme for the first time. Held under the theme “From Partners to Packages,” the initiative was designed to strengthen trade relationships, deepen destination knowledge and create opportunities for continued collaboration.
Each market cluster followed a curated familiarisation programme, with itineraries tailored to reflect the interests and characteristics of its respective market. This allowed participating travel partners to experience different facets of Sarawak first-hand while gaining a deeper understanding of the destination and its tourism offerings.
“Sarawak Connect brought our key trade partners from Domestic Malaysia, ASEAN and North Asia together under one coordinated initiative,” said Chief Executive Officer of Sarawak Tourism Board, Dr Sharzede Datu Haji Salleh Askor. “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—from our culture and adventure to our nature, food and festivals. We hope the knowledge and connections they gained from the familiarisation trips and the B2B session will translate into new and enhanced packages that bring more visitors to the state.”
A key part of the programme was the Sarawak: Gateway to Borneo Business Networking Session, held on 17 September at The Ranyai Ballroom, The Waterfront Hotel, Kuching. The session brought participating travel partners from Kuala Lumpur, Johor, Thailand and China together with Sarawak tour operators, destination management companies, accommodation providers, attractions, community-based tourism operators, travel associations and connectivity partners.
Through direct B2B discussions, participants exchanged market insights, explored potential itineraries and discussed opportunities for joint promotions, tourism product development and future collaboration. The session also provided a foundation for continued engagement across the respective market clusters, allowing visiting travel partners and Sarawak industry partners to strengthen connections, exchange ideas and identify areas for further collaboration beyond the programme.
The business networking session complemented the familiarisation component of Sarawak Connect by connecting participants’ first-hand destination experiences with the tourism products, services and industry partners available in Sarawak. Approximately 20 travel agents from Kuala Lumpur and Johor followed programmes featuring adventure, culture, nature, gastronomy and Muslim-friendly tourism experiences in Kuching and Mulu.
Shared highlights included Gunung Mulu National Park, the Penan community experience at Batu Bungan, Kuching Waterfront and the Borneo Cultures Museum. The Kuala Lumpur itinerary also featured a cycling and gastronomy experience, while the Johor programme included kayaking at Semadang.
The Thailand delegation followed a broader Miri–Mulu–Kuching circuit, combining destination experiences, tourism product familiarisation and engagement with local industry partners. The itinerary provided participants with wider exposure to Sarawak’s tourism offerings across Northern Sarawak and Kuching.
The China delegation, comprising 24 travel agents, participated in a Kuching–Mulu programme featuring heritage, culture and nature experiences. Its itinerary included Gunung Mulu National Park, Sarawak Cultural Village, Semenggoh Wildlife Centre and selected heritage attractions. Following Sarawak Connect, STB will continue engaging participating travel partners and Sarawak industry partners to build on the relationships and opportunities established during the programme, with future engagement continuing to reflect the needs of each market cluster.
Through the initiative, STB aims to strengthen long-term engagement with key tourism markets, deepen travel trade understanding of Sarawak and encourage greater collaboration in bringing the Sarawak: Gateway to Borneo experience to travellers across these markets.
