Sarawak Connect strengthens State’s tourism trade ties with Peninsular M’sia, Thailand, China

A B2B session brought together Sarawak sellers and travel agents from China, Thailand, Johor, and Kuala Lumpur at The Waterfront Hotel on Sept 17, 2026. Souce: STB

By DayakDaily Team

KUCHING, Sept 18: Sarawak Tourism Board (STB) has strengthened tourism trade ties with key markets in Peninsular Malaysia, Thailand, and China through ‘Sarawak Connect’, an eight-day business-to-business (B2B) programme that brought together 54 travel trade participants.

Held from Sept 12 to 19, the programme combined market-specific familiarisation trips in Kuching, Mulu, and Miri with direct business networking between visiting travel partners and Sarawak’s tourism industry players.

Under the theme ‘From Partners to Packages’, Sarawak Connect brought together travel trade participants from Kuala Lumpur, Johor, Thailand, and China to strengthen industry ties, enhance destination knowledge, and explore opportunities for new tourism packages and collaborations.

STB chief executive officer Dr Sharzede Datu Salleh Askor said the programme brought together key trade partners from domestic Malaysia, ASEAN, and North Asia while allowing each market cluster to experience tailored itineraries based on their interests.

“Each market cluster followed its own tailored itinerary, but the goal was shared: to give travel agents first-hand experience of Sarawak as the Gateway to Borneo, from our culture and adventure to our nature, food, and festivals,” she said in a statement today.

She added that STB hoped the knowledge and connections gained through the familiarisation trips and B2B session would translate into new and enhanced travel packages for visitors to Sarawak.

A key component of Sarawak Connect was the ‘Sarawak: Gateway to Borneo Business Networking Session’ held yesterday (Sept 17) at The Waterfront Hotel here.

The session brought visiting travel partners together with Sarawak tour operators, destination management companies, accommodation providers, attractions, community-based tourism operators, travel associations, and connectivity partners.

Through direct B2B discussions, participants exchanged market insights, explored potential itineraries, and discussed opportunities for joint promotions, tourism product development and future collaboration.

The business networking session complemented the familiarisation component of Sarawak Connect by connecting participants’ first-hand destination experiences with the tourism products, services and industry partners available in Sarawak.

Approximately 20 travel agents from Kuala Lumpur and Johor participated in familiarisation programmes covering adventure, culture, nature, gastronomy, and Muslim-friendly tourism experiences in Kuching and Mulu.

Highlights included Gunung Mulu National Park, the Penan community experience at Batu Bungan, Kuching Waterfront, and Borneo Cultures Museum.

The Kuala Lumpur delegation also experienced cycling and gastronomy activities, while the Johor group took part in kayaking at Semadang.

Meanwhile, the Thailand delegation followed a Miri-Mulu-Kuching circuit, gaining wider exposure to Sarawak’s tourism products and engaging with local industry partners.

The China delegation, comprising 24 travel agents, took part in a Kuching-Mulu programme featuring heritage, culture and nature experiences, including Gunung Mulu National Park, Sarawak Cultural Village, Semenggoh Wildlife Centre, and selected heritage attractions.

STB said it will continue engaging the participating travel partners and Sarawak tourism industry players following the programme to build on the relationships and opportunities established.

Continued engagement will focus on each market cluster’s needs, aiming to strengthen long-term tourism trade partnerships and promote Sarawak as the ‘Gateway to Borneo’ to travellers across these markets. — DayakDaily