'Jom to Borneo' targeted the South Region market, Singapore

JOHOR BAHRU, 3 Oct: Let's Go to Borneo The South Region edition taking place on 6 October in Amari Johor Bahru is targeting the tourism market in South Region as well as Singapore.

The programme is expected to bring together around 200 tourism industry activists from Sarawak, Sabah, Southern Region and Singapore through tourism seminars as well as business-to-business (B2B) meeting sessions.

Director of Tourism Malaysia Sarawak, Rubiah Tul'adwiyah Md Yusof said that the programme is a strategic platform to strengthen industrial cooperation networks, as well as enhance efforts to promote Sarawak and Sabah as Malaysia's top tourism destinations.

He said this when meeting with reporters on the occasion of Jom Ke Borneo South Region Edition in Johor Bahru, today.

According to him, the existence of Sarawak Trade and Tourism Office Singapore (STATOS) in Singapore and Sarawak Trade and Tourism Office Brunei (STATOB) in Brunei complemented cooperation between Tourism Malaysia and the Government of Sarawak in expanding tourism promotion.

"We're not competing. Tourism Malaysia, MTCP and Sarawak Tourism Board join hands to jointly boost the tourism industry".

He said that the existence of STATOS in Singapore also helps Tourism Malaysia Sarawak to carry out various promotional activities, especially to attract markets from the country.

According to him, STATOS is also working closely with the Tourism Malaysia office in Singapore, while the promotional network continues to be strengthened through cooperation between various relevant agencies.

"For the record, Jom Ke Borneo has seven strategic partners who jointly run the programme, including Tourism Malaysia, Tourism Malaysia Sabah, Sarawak Tourism Board, Business Events Sarawak, Sabah Tourism Board, Sabah Convention Bureau and STATOS", he said.

Rubiah said about 100 buyers are expected to attend the B2B session involving tourism agents, hoteliers, corporate bodies, educational institutions and government agencies.

He said the seller side was joined by 44 delegates from Sarawak and 19 from Sabah, in addition to 19 organisations from Singapore who had confirmed their participation.

Jom Ke Borneo is also the launching pad for new tourism products based on Borneo's culture, heritage and natural environment, thus opening up strategic cooperation space between industry activists.

The programme also supports the Campaign to Visit Malaysia 2026-2027, particularly in expanding the promotion of Sarawak and Sabah to South Region markets as well as Singapore.

With the involvement of industry players from various regions, Let's Go to Borneo is not only a meeting place and trade venue, but also a platform for introducing Borneo's uniqueness to more tourists. - TVS