Sarawak's first day at ITB Berlin 2026 draws encouraging turnout

BERLIN, GERMANY, 3 March 2026: Sarawak made a promising start at ITB Berlin 2026, with an encouraging turnout of travel trade visitors to its booths on opening day as the world's leading travel trade show gets underway at Messe Berlin, running from March 3 to 5, 2026.

Participating tour operators saw a healthy flow of visitors on the first day, especially towards the later part of the day, with buyers and trade partners eager to explore what the Malaysian State has on offer for the discerning European market, particularly its growing portfolio of CANFF experiences (Culture, Adventure, Nature, Food and Festivals).

Day 1 ended with a networking session just before before the trade and tourism show drew to a close, with Sarawak Tourism Board Chairman, Dato Dennis Ngau present to grace the occasion.

The warm reception set an encouraging tone ahead March 4, when Sarawak officially launches its pavilion at Hall 26. Themed "Journey Unveiled: Redefining River Routes to Storied Land", the pavilion presents Sarawak as an experience-led journey into the Heart of Borneo.

Guided by its CANFF tourism pillars, Sarawak is spotlighting its nature-based and community-driven offerings that cement its identity as the Gateway to Borneo. Throughout the trade show, the Sarawak delegation will be engaged in targeted business meetings and destination briefings, among others.