Sarawak strengthens presence at Thai International Travel Fair Bangkok 2026
- BT
- 2 days ago
- 3 min read
BANGKOK, THAILAND, 26 January 2026: Sarawak Tourism Board (STB) was present at the recently concluded Thai International Travel Fair (TITF) Bangkok 2026, marking 3 consecutive years of presence in Thailand’s travel marketplace and reinforcing Sarawak’s long-term commitment to the Thailand market in support of Visit Malaysia 2026.
The 2026 TITF in Bangkok took place at the Queen Sirikit National Convention Centre (QSNCC) from January 22 to 25, 2026, and Sarawak was part of the Malaysia Pavilion led by Tourism Malaysia. Thailand continues to show positive year-on-year growth for Sarawak, reflecting the effectiveness of sustained engagement and collaborative promotional efforts. Visitor arrivals recorded in 2025 exceeded the previous year, reinforcing Thailand’s role as a growing market within Sarawak’s ASEAN outreach.
“Thailand is a market where Sarawak has built sustained visibility and trust through long-term engagement,” said Chief Executive Officer of Sarawak Tourism Board, Dr. Sharzede Datu Haji Salleh Askor. “Our presence at TITF Bangkok 2026 reflects our focus on deepening trade collaboration, strengthening Sarawak’s role as Malaysia’s Gateway to Borneo, and translating market confidence into measurable visitor growth as part of Visit Malaysia Year 2026.”
As part of the Malaysia Pavilion led by Tourism Malaysia, Sarawak’s presence at TITF Bangkok 2026 directly supported Malaysia’s national tourism promotion efforts, aligned with Tourism Malaysia’s projected target of 43 million visitor arrivals for Visit Malaysia Year 2026. The engagement also forms part of Sarawak’s EDGE Strategy, specifically under Elevate, to enhance international destination awareness, and Diversify, to strengthen Thailand as an emerging market in ASEAN complementing Sarawak’s traditional source markets of Indonesia and
Singapore.
TITF Bangkok 2026 marks Sarawak Tourism Board’s third participation at the Thai International Travel Fair, following previous engagements in Bangkok (2024) and Chiang Mai (2025). This sustained presence reflects a deliberate, long-term strategy to build destination recognition, trade, confidence and consumer familiarity within the Thailand market.
Throughout the four-day fair, STB promoted Sarawak’s tourism offerings across culture, nature, and experiential travel, engaging Thai consumers seeking regional and international travel inspiration. The Board also conducted networking and discussions with Thai travel agents, tour operators, airline partners, and industry stakeholders, laying the groundwork for future collaborations, improved air connectivity, promotional initiatives, and familiarisation programmes.
As the only Borneo state from Malaysia participating at the fair, Sarawak was distinctly positioned within the Malaysia Pavilion as Malaysia’s Gateway to Borneo, offering Thai consumers and travel trade partners a focused introduction to the island’s rich cultural heritage, diverse natural landscapes and authentic tourism offerings.
Sarawak’s continued presence at TITF reflects a broader strategy of consistent, multi-year market engagement, ensuring destination visibility is reinforced through repetition, trust-building and sustained messaging rather than one-off participation.
As Visit Malaysia Year 2026 unfolds, Sarawak remains committed to playing a meaningful role within the national tourism narrative, positioning itself not only as a destination to visit, but as Malaysia’s Gateway to Borneo, offering immersive experiences rooted in culture, nature and authentic connection.
