Sarawak Tourism Board targets 69,000 Singapore arrivals at Natas Travel Fair 2026

KUCHING (March 26): Sarawak Tourism Board (STB) is strengthening its presence in the Singapore market, targeting 69,000 visitor arrivals this year following a record 64,295 arrivals in 2025.

To sustain this growth momentum, STB will participate in the National Association of Travel Agents (Natas) Travel Fair 2026, scheduled from March 27 to 29 at Singapore Expo Hall 4.

STB said it will be located at Booth 4H41, where visitors can explore Sarawak’s diverse travel experiences and connect directly with travel partners offering curated holiday packages.

The board will also be joined by co-exhibitors including EU Holidays Pte Ltd, Meidi Travel Solutions Pte Ltd, and Azza Travel and Tours Pte Lte.

“Singapore remains one of Sarawak’s key regional markets. The 2025 record represented a 7.53 per cent year on year increase and the highest Singapore arrivals recorded to date,” said STB in a statement.

According to STB, Singapore enjoys direct air connectivity to Sarawak’s three main gateways — Kuching, Sibu and Miri — each offering distinct travel experiences.

“STB will present Sarawak as a diverse and accessible destination anchored on its Culture, Adventure, Nature, Food and Festivals (CANFF) tourism pillars.

“The activation will focus on direct engagement with consumers, personalised travel planning support and collaboration with Singapore-based licensed travel agents promoting Sarawak packages during the fair,” it added.

STB chief executive officer Dr Sharzede Salleh Askor said Singapore has consistently shown strong interest in Sarawak, with steady growth in arrival.

“Our presence at the Natas Travel Fair allows us to showcase the breadth of experiences across southern, central and northern Sarawak,” she said.

“The fair also provides a valuable platform for us to engage directly with consumers at the point where travel decisions are made.”