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Spotlight on Sarawak at ITB Berlin 2024


Spotlight on Sarawak at ITB Berlin 2024
Dato Sri Abdul Karim Rahman Hamzah (4th from left) and other delegate members at the launch of Sarawak’s latest thematic destination campaign, the "Gateway to Borneo", at ITB Berlin 2024 on March 5. Also in the photo is Sabah’s Minister for Tourism, Culture and Environment, Datuk Christina Liew (3rd from left).

Berlin, Germany, March 5, 2024: Sarawak made a significant impact at ITB Berlin 2024 by launching its innovative 'Gateway to Borneo' campaign on the first day of the world’s largest travel trade show, held at Messe Berlin in Germany on March 5. This initiative aims to position Sarawak as the ultimate entry point to Borneo, including Kalimantan, Sabah, and Brunei, offering travellers a diverse array of cultural, adventurous, and natural experiences.

The campaign, unveiled at Sarawak’s impressive stand-alone pavilion amidst ITB 2024's theme, 'Take Travel Technology to the Next Level. Together,' reflects Sarawak's commitment to digitalisation in tourism. It showcases the region's unique blend of culture, adventure, nature, food, and festivals, inviting global travellers to embark on a journey of discovery and inspiration.


Accompanying the campaign is a refreshed “Sarawak More to Discover” (SMTD) destination logo, symbolising the region's pristine rainforests, coastal waters, and diverse ethnicities.


Minister of Tourism, Creative Industry and Performing Arts, Dato Sri Abdul Karim Rahman Hamzah, who officiated the launching of the new campaign, emphasised its role in highlighting Sarawak's important position as the gateway to Borneo.


“We are thrilled to unveil the evolution of Sarawak's tourism narratives with our 'Gateway to Borneo' campaign. It is not just a geographic distinction but also embodies a contemporary and timeless aesthetic, resonating with the evolving tastes of our discerning audience. This strategic move not only reinforces our commitment to digitalisation but also highlights Sarawak's pivotal role as the entry point to the wonders of Borneo,” the Minister said.


“We invite the world to uncover the wonders that await in Sarawak, as the ‘Gateway’ into a new world of experience, discovery, and inspiration; to breathtaking nature and boundless adventure, where the past resonates, and the future unfolds; and where there is So Much More to Discover,” he added.


With a target of 4 million visitors in 2024, Sarawak aims to captivate travellers with its breathtaking nature and boundless adventure. To further enhance its appeal to European travellers, Sarawak Tourism Board (STB) renewed its partnership with Tischler Reisen, leveraging TR's extensive network of 600 agencies throughout Germany.


The renewed MoU with Tischler Reisen reflects Sarawak's strategic vision to attract European visitors, building on the remarkable 121% surge in European arrivals in 2023 compared to 2022. With an 81.5% recovery in the European market's performance in 2023, Sarawak is optimistic about surpassing 2019 levels of European visitor arrivals.


Meanwhile, Sarawak continues to champion Responsible Tourism and Sustainability, epitomised by its upcoming Rainforest World Music Festival (RWMF) 2024. Themed 'Evolution,' RWMF celebrates music's transformative power while promoting rainforest conservation and indigenous voices.


In recognition of its sustainable initiatives, STB received international acclaim, winning prestigious awards such as the Best Global PR Campaign Award at the World Communications Forum Award (WCFA) in Davos, Switzerland.


Sarawak's commitment to responsible practices and sustainability underscores its dedication to preserving culture and nature for future generations, cementing its status as a prime tourism destination on the global stage.


Also present at the launching event were Karim’s wife Datin Sri Zuraini Abdul Jabbar, Deputy Minister Of Tourism Sarawak, Datuk Sebastian Ting, Permanent Secretary to the Ministry Of Tourism, Creative Industry And Performing Arts Sarawak, Datu Sherrina Hussaini, Ambassador of Malaysia to Germany, Her Excellency Datin Paduka Dr. Adina Kamarudin, Deputy Secretary General (Tourism) of the Minister of Tourism, Arts and Culture Malaysia, Dr. Yasmeen Binti Yasim, STB Chairman, Datuk Dennis Ngau, and STB CEO, Sharzede Datu Hj Salleh Askor, among others.


Spotlight on Sarawak at ITB Berlin 2024
Karim (centre) witnesses as the MoU between STB and Tischler Reisen is signed by STB CEO Sharzede Datu Hj Salleh Askor (seated right) and Tischler Reisen CEO Michael Metzner. Also witnessing the signing ceremony are Deputy Minister of Tourism Datuk Sebastian Ting (left) and STB Chairman Datuk Dennis Ngau.

Spotlight on Sarawak at ITB Berlin 2024
Abdul Karim (4th from left) speaks to the media during a press conference after the campaign launch and MoU signing.


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