STB to showcase Sarawak’s offerings at ITB Berlin 2026

KUCHING, 27 February 2026: The Sarawak Tourism Board (STB) will be showcasing Sarawak’s tourism offerings at ITB Berlin 2026, which is taking place in Berlin, Germany this March 3 to 5, 2026, reinforcing Sarawak’s commitment to strengthening its Europea market presence ahead of Visit Malaysia 2026. 

Sarawak will present its theme ‘Journey Unveiled: Redefining River Routes to Storied Land’ at this year’s edition of ITB Berlin, signalling the introduction of a signature experience portfolio designed to reposition the state’s riverine and heritage narratives for the global travel trade. The unveiling reflects Sarawak’s evolving approach to long-haul engagement – one anchored in authenticity, cultural depth and place-based storytelling.

Sarawak’s Deputy Minister for Tourism, Datuk Sebastian Ting will be leading the Sarawak delegation, signalling the state government’s strong commitment to international market development and long-haul destination positioning.

“Europe remains an important long-haul market for Sarawak. Our participation at ITB Berlin is not merely about visibility, but about strengthening relationships, building confidence among trade partners and positioning Sarawak as a destination defined by authenticity and sustainability,” said Datuk Sebastian in a press statement. 

Sarawak’s participation comes at a pivotal time as global travellers seek destinations that offer depth, cultural richness, and immersive nature-based experiences. Guided by its CANFF tourism pillars – Culture, Adventure, Nature, Food and Festivals, Sarawak will spotlight its nature-based and community-driven offerings that distinguish the state as the Gateway to Borneo. 

At ITB Berlin 2026, Sarawak will engage in strategic business meetings, destination briefings, and trade networking sessions aimed at expanding product distribution, strengthening tour operator partnerships, and amplifying market awareness ahead of Visit Malaysia Year 2026, which targets 43 million international arrivals nationwide.

As the world’s largest travel trade show, ITB Berlin attracts over 100,000 trade visitors and industry stakeholders from more than 190 countries, providing Sarawak with a strategic platform to deepen engagement across key European markets including Germany, the United Kingdom, the Nordics and Benelux. In 2025, Sarawak recorded 57,107 visitor arrivals from Europe, including 7,525 arrivals from Germany, reflecting the region’s growing importance as international travel demand continues to evolve.

Sarawak’s participation at ITB Berlin 2026 reflects a clear strategic focus — strengthening long-haul market confidence, expanding international partnerships, and positioning Sarawak as a values-driven destination ready for the global stage.