Sarawak expands global footprint with showcases across Asia and Europe

Sarawak delegates at ITB India 2025 in Mumbai.

LONDON, 7 September 2025: Strengthening its position as Gateway to Borneo and gearing up to Visit Malaysia Year 2026, Sarawak Tourism Board (STB) has taken bold strides in its global and regional tourism push, engaging audiences across three major markets in the span of a single week. The first event was in ITB India 2025 in Mumbai (2 – 4 September) followed by Celebrasia 2025 in London (5 – 7 September), and the Thai International Travel Fair – North Chapter (5 – 7 September) in Chiang Mai.

This strategic triple showcase highlights Sarawak’s unique Indigenous heritage and trade readiness, underscoring its ambition to drive strong visitor growth in 2025 while positioning the state as the true Gateway to Borneo.

“In one week, Sarawak engaged audiences across India, the UK, and Thailand, proving our brand resonates regionally and globally. Through the CANFF pillars — Culture, Adventure, Nature, Food and Festivals — we showed that Sarawak is more than a destination; it is a living experience of authenticity, diversity, and sustainability. These efforts strengthen our global positioning as we move towards Visit Malaysia 2026,” said Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board.

At ITB India in Mumbai, Sarawak joined over 400 global exhibitors and 8,000 trade visitors, engaging with Indian agents, operators, and airlines. India remains a high-growth market, and these engagements are expected to accelerate Sarawak’s inclusion in Indian travel packages. At the same time, Sarawak’s presence spanned both Europe and ASEAN. In Chiang Mai, Sarawak reached Thai consumers directly through traditional performances, Sape music, and B2B networking with travel agents. As Northern Thailand is a key emerging market, this presence builds on strong momentum and lays the foundation for future Fam Trips, travel partnerships, and media coverage.

The Sarawak Pavilion during ITB India 2025 in Mumbai.

President of TTAA, Ms. Kanchaka Suvanish (back, third left), with Mr. Thanapat Tiyanont of Tourism Malaysia Bangkok (centre) and Marketing Manager of Sarawak Tourism Board, Mr. Peter Gabriel Lembat (third right), at the opening of the Thai International Travel Fair – North Chapter in Chiang Mai.

First Secretary at the Malaysian Embassy in Bangkok, Mr. Azamuddin Abdul Razak (fifth left) with Mr. Thanapat Tiyanont of Tourism Malaysia Bangkok and Sarawak delegates at the Thai International Travel Fair – North Chapter in Chiang Mai.

Meanwhile, in London, Sarawak captivated audiences at Celebrasia 2025 with six cultural performers and artisan-led beadwork and basketry workshops, complemented by a vibrant handicraft showcase at Battersea Power Station. The joint showcase with Tourism Malaysia UK and the Sarawak Craft Council highlighted Sarawak’s Indigenous heritage and responsible tourism values to a European audience, reinforcing its universal appeal. By bridging Asia, Europe, and ASEAN simultaneously, STB has amplified Sarawak’s international visibility. Together, these showcases reaffirm Sarawak’s role as a trade-ready and culturally rich destination, anchoring its mission to become a top choice for global travellers.

Sarawak delegates with Encik Sulaiman Suip, Director of Tourism Malaysia UK (third left), and H.E. Dato’ Zakri Jaafar, High Commissioner of Malaysia to the United Kingdom of Great Britain & Northern Ireland (fifth from left), at Celebrasia 2025 in Battersea Power Station, London.

At the Sarawak booth during Celebrasia 2025 in Battersea Power Station, London, the Sarawak Craft Council led artisans from Pungu Borneo and Kunang Studio in showcasing and selling Sarawak crafts to visitors.

Visitors exploring the Tourism Malaysia and Sarawak booths during Celebrasia 2025 in Battersea Power Station, London.