Sarawak to host PATA Travel Mart 2026

Kuching, Sarawak, has been officially announced as the host destination for the PATA Travel Mart (PTM) 2026, the premier travel trade show for the Asia-Pacific region.

BANGKOK, 26 August 2025: Sarawak will be hosting the 2026 edition of the Pacific Asia Travel Association (PATA) Travel Mart at the Borneo Convention Centre Kuching from August 18 to 20, marking a major milestone in the state’s rise as the Gateway to Borneo and a hub for sustainable, inclusive tourism.

This event is set to bring together high-level tourism stakeholders from across the globe, and with Sarawak as host, it will build upon the state’s record-breaking tourism performance in 2024, when the state welcomed a total of 4.83 million visitor arrivals, exceeding pre-pandemic levels and continues its upward projection in 2025. 

“Sarawak is more than a destination; it is the natural entry point to one of the world’s most biodiverse regions. Hosting PTM 2026 allows us to connect Borneo with the world while championing tourism that is meaningful, sustainable, and inclusive. More importantly, it is a statement of our readiness to lead global tourism conversations and to showcase Sarawak’s unique blend of culture, nature, and commerce to an international audience,” said Chief Executive Officer of Sarawak Tourism Board, Sharzede Datu Haji Salleh Askor. 

The Sarawak Tourism Board celebrates the win of its "Sarawak: Gateway to Borneo" campaign at the PATA Gold Awards 2025. The campaign was awarded the Gold award in the "Best Destination Marketing Campaign (Destination Management Organisation – Asia)" category. The award was presented during the PATA Gold Awards ceremony at Queen Sirikit National Convention Center (QSNCC) in Bangkok, Thailand.

PTM 2026 will be a strong complement to Visit Malaysia Year 2026, amplifying Sarawak’s tourism growth strategies under the Post-COVID-19 Development Strategy 2030 (PCDS 2030) and Sarawak Tourism Master Plan 3.0. The event will serve as a high-impact platform for forging new partnerships, attracting investment, and showcasing Sarawak’s strengths in Culture, Adventure, Nature, Food, and Festivals (CANFF) to audiences from across the region and beyond.

With PTM 2026, Sarawak will further demonstrate its capability to host international gatherings that reflect its cultural richness and commitment to sustainable tourism. It will also underline the state’s role as a welcoming meeting point for tourism professionals, fostering meaningful connections and collaborations in the heart of Borneo.

International travel industry professionals have responded with marked anticipation to the news of Sarawak hosting PATA Travel Mart 2026. This visual represents the widespread excitement from key global stakeholders eager to visit Sarawak in 2026.

Sarawak Tourism Board representative engages with keen visitors at the travel fair, highlighting growing interest in Sarawak's unique tourism offerings as the state prepares to host PATA Travel Mart 2026.