STB unveils collab with Brunei Tourism, Royal Brunei Airlines

(From left) STB Research Unit Senior Manager, Dr. Fency Prasadevi Sivadasan, Manager of New Markets, Adruce Chin, Shenton Tan and Awang Saifeluddin from Borneo Glamping, Minister of Tourism, Arts & Culture, Dato Sri Tiong King Sing and his delegation at the Sarawak Pavilion at ATM2025.

DUBAI, 1 May 2025: During the recently concluded Arabian Travel Market 2025, the Sarawak Tourism Board (STB) unveiled a tactical marketing collaboration with Brunei Tourism and Royal Brunei Airlines, designed to further elevate Sarawak as a compelling new destination for Middle Eastern and Indian travellers.

Building on an impressive 82% growth in visitor arrivals from the Middle East between 2022 and 2024, Sarawak is steadily expanding its reach in this high-potential market. The growth complements the state’s broader ambition to welcome 5 million visitors in 2025, with a focus on improving connectivity and offering immersive, culturally rich travel experiences.

This trilateral collaboration is anchored by increased flight frequencies between Dubai, Brunei Darussalam, and Kuching, enabling seamless multi-destination travel via Royal Brunei Airlines. The Dubai–Brunei route now operates three times weekly aboard Boeing 787 Dreamliners, while Brunei–Kuching flights run four times weekly using Airbus A320neo aircraft, offering fast and comfortable access to Sarawak’s unique blend of natural beauty and rich cultural heritage.

"Sarawak’s growing visibility on the international tourism stage is a testament to our commitment to sustainable and culturally rich travel experiences," said Sharzede Datu Haji Salleh Askor, CEO of Sarawak Tourism Board. "Through this strategic collaboration with Brunei Tourism and Royal Brunei Airlines, we are deepening regional partnerships and expanding access for discerning travellers from the GCC and Indian markets—offering journeys that are Muslim-friendly, authentic, and rooted in nature and heritage."

During ATM 2025, which took place from April 28 to May 1, STB hosted a dedicated Business-to-Business (B2B) and Product Update Session, engaging a total of 50 travel agents from Dubai, the UAE, and other Gulf Cooperation Council (GCC) countries. To drive engagement, Sarawak-themed merchandise, such as T-shirts and hats, were distributed to participating agents.

Minister of Tourism, Arts and Culture, Dato Sri Tiong King Sing, Director General of Tourism Malaysia, Datuk Manoharan Periasamy and Melaka Tourism EXCO, Datuk Abdul Razak visiting STB’s booth.

STB, Brunei Tourism, Royal Brunei Airlines and other industry partners during a B2B session with 50 GCC travel agents at Novotel DWTC.

The session also introduced the Echoes of Borneo campaign—a collaborative effort between Sarawak Tourism and Brunei Tourism promoting seamless twin-destination journeys. The campaign spotlighted Sarawak’s indigenous cultures, the iconic Borneo Cultures Museum, some of the world’s oldest tropical rainforests, the twin UNESCO World Heritage sites of Gunung Mulu and Niah National Parks, the globally renowned Rainforest World Music Festival (RWMF 2025), and Brunei’s royal heritage and eco-escapes. It targeted cultural explorers, eco-adventurers, and family travellers from the UAE and GCC markets.

Throughout the four-day event, Sarawak delivered a comprehensive programme of business matching, destination profiling, and market intelligence gathering. Sarawak’s Culture, Adventure, Nature, Food, and Festivals (CANFF) brand was prominently featured through multi-destination travel packages and exclusive promotions.

To build on the momentum from ATM, STB will host a familiarisation trip for selected media and trade partners, offering firsthand encounters with Sarawak’s rainforests, diverse ethnic cultures, halal-certified gastronomy, and eco-luxury experiences—all within a short hop from Brunei.

With the Arabian Travel Market acting as a key gateway to long-haul, high-value markets, Sarawak’s 2025 outreach underscores its commitment to sustainability, accessibility, and regional collaboration as pillars of its global tourism ambitions.