Nordic arrivals to S’wak jump nearly 30 pct in 2025; State steps up market push at MATKA Travel Fair 2026

Sarawak delegates engaged with visitors at the MATKA Travel Fair 2026 in Helsinki, Finland.

By DayakDaily Team

KUCHING, Jan 19: Sarawak is intensifying its push into the high-value Nordic travel market following a nearly 30 per cent increase in Nordic visitor arrivals in 2025, bolstered by a high-impact showing at MATKA Travel Fair 2026 in Helsinki, Finland.

Held from Jan 15 to 18 at the Helsinki Expo and Convention Centre, the fair is Northern Europe’s largest travel trade and consumer exhibition. Sarawak’s participation formed a key pillar of the Sarawak Tourism Board’s (STB) European and Nordic market strategy, aligned with Malaysia’s national target of welcoming 43 million visitor arrivals under Visit Malaysia 2026.

STB chief executive officer Dr Sharzede Datu Salleh Askor said Sarawak’s continued presence at MATKA underscores the importance of the Nordic market, which values authenticity, sustainability and meaningful travel.

“Our continuous presence at MATKA Travel Fair 2026 shows the importance of this market.

“As Malaysia works towards its Visit Malaysia 2026 target of 43 million visitor arrivals, Sarawak is committed to playing a meaningful and differentiated role in that journey. The Nordic market values authenticity, sustainability, and meaningful travel, and Sarawak offers all three at scale,” she said in a press release.

STB noted that Nordic arrivals to Sarawak grew by nearly 30 per cent from January to December 2025, reflecting renewed demand and rising confidence in long-haul travel to the destination.

Beyond destination promotion, Sarawak used the four-day event as a high-engagement platform for trade development, with structured business meetings and destination briefings generating new contacts and qualified leads among Nordic travel agents, tour operators, media representatives and influencers.

Destination presentations highlighted Sarawak’s strengths in eco-tourism, nature-based adventures, indigenous culture and community-based tourism, aligning with Nordic travellers’ preference for responsible, immersive and low-impact travel experiences.

Cultural storytelling also played a central role in Sarawak’s engagement efforts. On-stage sape music and traditional dance performances drew strong public interest, while hands-on bead-making workshops at the MATKA Experience Zone offered visitors a direct connection to Sarawak’s living heritage.

STB said Sarawak’s strong presence at MATKA Travel Fair 2026 has further reinforced its visibility in the Nordic region at a critical moment for Malaysia’s tourism sector, combining global recognition, authentic cultural narratives and strategic market engagement to position Sarawak as a compelling long-haul destination during Visit Malaysia Year 2026. — DayakDaily