Sarawak Tourism Fair in Pontianak promotes cross-border tourism
- BT
- Jul 28
- 3 min read
PONTIANAK, 28 July 2025: Sarawak Tourism Board (STB) made a dynamic return to West Kalimantan during the recent Sarawak Travel Fair 2025, which took place from July 25 to 27, 2025 at the Ayani Megamall in Pontianak.
Done in collaboration with the Malaysian Consulate in Pontianak, the travel fair featured 12 exhibitors from Sarawak from the tourism, health and education sectors including Borneo Medical Centre, Normah Medical Specialist Centre, Meritin Hotel, Timberland Medical Centre, Swinburne University of Technology Sarawak Campus, Grand Margherita Hotel and Roxy Hotel Group, as well as 2 Indonesian partners and AirAsia.
The event, aimed at igniting a renewed wave of tourism diplomacy, industry collaboration and people-to-people connection between Sarawak and Indonesia, showcased the best of what Sarawak has to offer in leisure, healthcare and education to one of its fastest-growing source markets. The Sarawak Travel Fair 2025 marked STB’s return to Pontianak since its last successful edition in 2022, reaffirming its commitment to one of Sarawak’s most important cross-border tourism and trade markets.
“Sarawak and West Kalimantan are more than just neighbours, we are connected through shared heritage, values and aspirations. This travel fair is not only a platform for tourism, but a bridge for economic exchange and people-to-people collaboration,” stated STB Director of Marketing (ASEAN & Domestic), Barbara Benjamin Atan during the fair.
In conjunction with the fair, AirAsia announced the resumption of direct flights between Pontianak and the Malaysian cities of Kuching and Kuala Lumpur, which will commence from September 12 onwards, with two flights daily. The new direct flights will not only facilitate easier access for travellers but also bolster trade, investment and tourism flows between the two cities.
“West Kalimantan stands ready to welcome more Malaysian visitors while providing convenient access for Indonesians seeking business opportunities, leisure travel and medical services in Sarawak and Kuala Lumpur,” said West Kalimantan Governor Drs H. Ria Norsan.
“This improved connectivity will open more doors for cooperation and mutual development between the two cities, as access will be easier for patients, tourists, students and businesses. The close geographical proximity and shared cultural history between Sarawak and West Kalimantan makes Kuching a key destination for not only tourists, but also Indonesian patients seeking medical treatment,” shared Malaysian Consul in Pontianak, Azizul Zekri Abdul Rahim.
Prior to the Sarawak Travel Fair, STB also held a roadshow entitled ‘Gateway to Borneo’ at the Mercure Hotel Pontianak on Thursday, July 24, 2025, bringing together over 30 industry players from various sectors of Sarawak’s tourism industry including travel agents, hotels and the Sarawak Ministry of Tourism, Creative Industry and Performing Arts. During the roadshow, STB also announced plans to collaborate with ASITA West Kalimantan to develop new tour packages to various destinations in Sarawak including Sibu, Bintulu and Miri.
“STB and ASITA have had a long-standing partnership. Every year, we continuously update our tourist destinations so that local travel agents are able to create more attractive packages,” shared Chairman of ASITA West Kalimantan, Ifan Ronaldo Barus during the roadshow. The roadshow also highlighted the promotion of the Sarawak-Malaysia My Second Home (SMM2H) programme.
~ Photos by the Malaysian Consulate in Pontianak.
