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Strong comeback for Sarawak at ITB China 2025

  • Writer: BT
    BT
  • May 28
  • 3 min read
Strong comeback for Sarawak at ITB China 2025
Sarawak’s presence at ITB China 2025 is a reaffirmation of the region’s long-term commitment to building deep, strategic relationships with China’s travel industry.
SHANGHAI, CHINA, 28 May 2025 – Sarawak made a strong comeback at ITB China 2025, one of Asia’s biggest travel trade shows, with an exciting mix of nature, culture, and immersive experiences. Held in Shanghai from May 27–29, the event helped Sarawak boost its presence in China with a brand-new Mandarin destination video and a successful digital campaign.

 

“Our presence at ITB China 2025 is more than a showcase - it is a reaffirmation of our long-term commitment to building deep, strategic relationships with China’s travel industry,” said Chief Executive Officer of the Sarawak Tourism Board (STB), Sharzede Datu Haji Salleh Askor.

 

She continued, “The enthusiastic response from our travel partners from China confirms that Sarawak’s values of authenticity, sustainability, and cultural richness are resonating powerfully. Together, we are not just promoting a destination - we are co-creating experiences that inspire, connect, and endure.”


Strong comeback for Sarawak at ITB China 2025
A visitor getting more information from one of the booths at the Sarawak Pavilion at ITB China 2025.

STB’s 2024 digital campaign with Qunar and Ctrip, which ran from July to August, reached an impressive 116 million total exposures. During this time, interest in “Sarawak Hotels” surged by 19% year-on-year in Gross Merchandise Value (GMV), while bookings grew by 23%. Kuching and Miri became hot spots, ranking 7th and 9th among Malaysia’s most searched destinations by Chinese users, with increases of 77% and 34%, respectively.

 

The campaign also showed growing interest among younger travellers under 30, which signals a shift towards a youthful audience. Nature and cultural heritage remain the chief attractions, with Bako National Park, Gunung Mulu National Park, Sarawak Cultural Village, Kuching Waterfront, and Carpenter Street ranking high in searches.

 

Recent Labour Day travel data from Qunar confirmed Sarawak’s growing appeal, with Bako National Park searches increased by 29% while Sarawak Cultural Village searches rose by 18%.

 

“Sarawak’s growing digital presence and strong interest from younger Chinese audiences show that our storytelling and strategic partnerships are working,” said STB Member of the Board of Directors, John Teo.

 

“We look forward to welcoming even more travellers to experience the unique wonders of Sarawak, where adventure, culture, and nature converge,” he added.


Strong comeback for Sarawak at ITB China 2025
Visitors are more than welcome to the Sarawak Pavilion to know more about Sarawak, the Gateway to Borneo.

To build on this momentum, Sarawak is launching a new Golden Week campaign with Qunar and Ctrip with an aim to turn this rising interest into actual bookings. The announcement of Malaysia’s 30-day visa-free entry for Chinese nationals, and potential extension to 90 days, is expected to further boost long-stay travel plans.

 

With the 28th Rainforest World Music Festival (RWMF) just around the corner, Sarawak is gearing up for a landmark year in Chinese arrivals. From lush rainforests and rich heritage to unique cityscapes and world-class events, Sarawak is positioning itself as China’s most exciting, sustainable gateway to Borneo.

 


ABOUT ITB CHINA 2025

 

ITB China is the leading B2B-exclusive trade show focused on the Chinese travel market, connecting top-tier buyers from Greater China with global industry professionals. Held in Shanghai, this three-day event, taking place from May 27-29, provides state-of-the-art networking opportunities and a matchmaking system to maximise business potential.

 

BorneoTalk proudly joins ITB China 2025 as official accredited media partner, representing Sarawak, Malaysia, and spotlighting its tourism potential on the global stage.





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