BERLIN, Mar 5: Sarawak has reinforced its presence in the European tourism market with the launch of its latest initiatives at the Internationale Tourismus-Börse (ITB) Berlin 2025.
The launch was officiated by the Deputy Minister of Tourism, Creative Industry & Performing Arts Sarawak, Datuk Sebastian Ting Chiew Yew, alongside industry stakeholders and international media.
“The event reinforced Sarawak’s position as Borneo’s ultimate eco-cultural destination by highlighting its commitment to sustainable tourism, rich indigenous heritage, and award-winning gastronomy,” Sarawak Tourism Board (STB) said in a press statement today.
One of the key highlights of the launch was the premiere of a visual teaser, which serves as a prelude to Sarawak’s upcoming destination video to be launched as part of Sarawak’s Visit Malaysia Year 2026 campaign.
“By giving audiences a glimpse of Sarawak’s breathtaking landscapes and authentic experiences, it reinforces the state’s commitment to sustainable and responsible tourism,” the statement added.
Additionally, Sarawak unveiled The Intimate and Ultimate Guide to Kuching Gastronomy, a publication celebrating the state’s thriving culinary scene.
“The book builds on Kuching’s status as Malaysia’s first UNESCO Creative City of Gastronomy and offers an in-depth look at Sarawak’s rich food culture.
“It was also recognized at the Gourmand World Cookbook Awards for Best Free Publication in 2022,” the statement continued, adding that plans for a wider release are underway.
Meanwhile, Sarawak continues to see steady growth in European visitor arrivals, with 3,946 visitors recorded in January 2025 — a 6.05 pct increase compared to the same period last year.
Ting highlighted the significance of Sarawak’s tourism growth in his keynote address.
“Sarawak’s growing appeal among European travellers reflects the success of our strategic positioning as a world-class ecotourism and cultural destination.
“We are committed to strengthening market engagement and forging new opportunities to attract high-value travellers seeking authentic and responsible tourism experiences,” he said. – TVS
