Sarawak engages over 160 Peninsular agents to boost domestic travel for Visit Malaysia Year 2026

Sarawak’s B2B networking session in Johor drew strong support from local travel trade partners.

By DayakDaily Team

KUCHING, Jan 29: Sarawak has intensified efforts to grow domestic tourism ahead of Visit Malaysia Year 2026 (VM2026) by engaging more than 160 travel agents and tour operators from key Peninsular markets through a series of business-to-business (B2B) networking sessions.

According to a Sarawak Tourism Board (STB) press release, the “Sarawak: Gateway to Borneo” Business Networking Sessions were held in Johor, Kuala Lumpur and Langkawi, bringing together West Malaysian travel trade players and more than 15 Sarawak tourism partners to strengthen collaboration and drive domestic travel demand.

As Malaysia targets 43 million visitor arrivals for VM2026, Sarawak views the domestic market as a critical growth pillar supporting the national tourism agenda. The strong turnout at the sessions reflected growing confidence among West Malaysian agents, who are being positioned as Sarawak’s extended sales partners to promote the state as a domestic travel destination.

Speaking at the sessions, STB director of Marketing (ASEAN & Domestic) Gustino Basuan said the engagement was aimed at fostering connections and practical collaboration as the country prepares for VM2026.

“Today is about connection — connecting people, products and possibilities as we move forward in Visit Malaysia Year 2026,” he said, adding that the sessions also provided a platform to exchange ideas and explore ways to further strengthen domestic travel to Sarawak.

Anchored on the theme “Sarawak: Gateway to Borneo,” the sessions highlighted Sarawak’s tourism offerings under the CANFF pillars — Culture, Adventure, Nature, Food and Festivals. Tourism partners from Sarawak showcased market-ready products and curated travel packages tailored specifically for the 2026 domestic travel market, including accommodation, attractions, tour services and immersive experiences.

Connectivity and future readiness were also key discussion points, with updates on AirBorneo underscoring improved domestic and intra-Borneo access. Sarawak’s UNESCO-recognised sites and sustainability initiatives, including the adoption of hydrogen and electric public transport systems, were highlighted as part of the state’s appeal to travellers seeking meaningful and responsible travel experiences.

To support the transition from engagement to actual travel bookings, the Strategic Partnership Collaboration Fund (SPCF) was introduced, offering marketing support and collaborative opportunities for joint promotions and campaigns with travel trade partners.

The multi-location B2B sessions were designed to strengthen trade connections between East Malaysia and the Peninsular, positioning Sarawak as a ready, accessible and compelling destination for domestic travellers. Through structured one-to-one meetings, destination updates and product showcases, Sarawak suppliers connected directly with West Malaysian agents to drive package development and sales ahead of VM2026. — DayakDaily