STB deepens Japan tourism ties through Tokyo, Osaka engagements
KUCHING, 30 September 2026: Sarawak Tourism Board (STB) is strengthening its engagement with Japan’s travel industry through a series of trade activities aimed at promoting Sarawak as a gateway to Borneo.
The initiatives included STB’s participation in Tourism Expo Japan (TEJ) 2026 in Tokyo from September 24 to 27, followed by Post-TEJ Product Update Sessions in Tokyo and Osaka.
Held at Tokyo Big Sight, TEJ 2026 brought STB together with Japanese travel agents, tour operators, tourism stakeholders and consumers under the Tourism Malaysia Pavilion.
The four-day exhibition provided an opportunity for STB and its tourism industry partners to showcase Sarawak’s tourism offerings centred on Culture, Adventure, Nature, Food and Festivals (CANFF).
The engagement continued with a Post-TEJ Product Update Session at The Grand Ginza in Tokyo on September 28 and another at Hilton Osaka on September 30.
The sessions provided a more focused platform for STB and Sarawak tourism industry partners to engage with Japanese outbound travel agents and tour operators, exchange market insights and discuss ways to develop tourism products for Japanese travellers.
STB Marketing Director for North Asia and New Market Dylan Redas Noel said the post-exhibition engagements allowed conversations initiated at TEJ to continue while giving the board a better understanding of the Japanese market.
“Tourism Expo Japan gives us an important platform to introduce Sarawak to the Japanese market, but equally important is how we continue those conversations beyond the exhibition,” he said.
According to Dylan, the Tokyo and Osaka sessions enabled STB to connect more closely with travel trade partners, exchange ideas and gain insights into what Japanese travellers are looking for.
The Tokyo session was held in collaboration with Royal Brunei Airlines, building on a memorandum of understanding signed between STB and the airline in May 2026.
The agreement focuses on cooperation in destination promotion, product development and regional connectivity, with the latest collaboration aimed at creating more connected travel opportunities across Borneo.
The Osaka session was supported by the Tourism Malaysia Osaka Office, extending STB’s engagement with travel trade partners in the wider Kansai region.
The initiative also supports Malaysia’s wider tourism agenda as the Visit Malaysia campaign continues through 2027.
Dylan said STB wanted to position Sarawak not only as a destination in its own right but also as a starting point for travellers interested in exploring more of Borneo.
“Through Sarawak: Gateway to Borneo, we want to present Sarawak as a destination rich in experiences of its own, while also serving as a natural starting point for travellers wishing to discover more of Borneo,” he said.
The “Sarawak: Gateway to Borneo” positioning was introduced on August 19 during PATA Travel Mart 2026. It highlights Sarawak’s five tourism pillars, namely Culture, Adventure, Nature, Food and Festivals, and showcases the State’s cultural heritage, natural landscapes, cuisine and year-round events.
Dylan said STB hoped the continued engagement with Japanese travel trade partners would generate new ideas and strengthen partnerships that could translate Sarawak’s tourism offerings into travel experiences for Japanese visitors.
The series of engagements in Japan forms part of STB’s ongoing efforts to strengthen international travel trade relationships and attract more visitors to Sarawak.
