Sarawak takes centre stage at ITB China 2026

SHANGHAI, CHINA, 25 May 2026 - Sarawak made its presence felt once again at ITB China 2026, held from May 26 to 28 at the Shanghai World Expo Exhibition & Convention Centre.

One of the premier B2B travel trade fairs in the world, ITB China is specifically designed to cater to the Chinese travel industry, serving as a vital platform where global travel suppliers connect with China, the largest source market for international tourism.

At a dedicated Sarawak Pavilion, the State is showcasing its tourism offering under the Culture, Adventure, Nature, Food and Festival (CANFF) banner. Day 1 saw a steady stream of visitors at the pavilion, with participating booths offering Chinese travel trade professionals a taste of what Sarawak has to offer.

A highlight of Day 1 was a visit from Minister of Tourism, Arts and Culture Dato Sri Tiong King Sing, accompanied by Tourism Malaysia Director-General Mohd Amirul Rizal bin Abdul Rahim. Sarawak Tourism Board (STB) Chairman Dato Dennis Ngau and STB Chief Executive Officer Dr. Sharzede Datu Hj Salleh Askor were on hand to welcome them at the pavilion.

Sarawak’s continued presence at ITB China sees the State’s growing its profile in the Chinese travel market, one of the most important and fastest-recovering source markets for tourism in the region.