STB attracts Japanese travellers through stronger ties with travel agents

KUCHING: Sarawak Tourism Board (STB) is stepping up efforts to attract Japanese travellers by strengthening ties with travel agents and tour operators in Tokyo and Osaka.

The engagement followed STB’s participation in Tourism Expo Japan (TEJ) 2026 at Tokyo Big Sight from September 24 to 27, where it showcased Sarawak’s tourism offerings under the Tourism Malaysia Pavilion.

STB’s Marketing Director for North Asia and New Market, Dylan Redas Noel said follow-up sessions in Tokyo and Osaka allowed the board to better understand the Japanese outbound travel market.

“Tourism Expo Japan gives us an important platform to introduce Sarawak to the Japanese market, but equally important is how we continue those conversations beyond the exhibition.

“Our engagements in Tokyo and Osaka allow us to connect more closely with our travel trade partners, exchange ideas and better understand what Japanese travellers are looking for,” he said in a statement today.

A Post-TEJ Product Update Session was held at The Grand Ginza in Tokyo on September 28, followed by another at Hilton Osaka today.

The sessions brought STB and Sarawak tourism industry partners together with Japanese outbound travel agents and tour operators, to exchange market insights and explore tourism products suited to Japanese travellers.

The Tokyo session was held in collaboration with Royal Brunei Airlines, following a Memorandum of Understanding signed with STB in May this year on destination promotion, product development and regional connectivity.

The Osaka session was supported by the Tourism Malaysia Osaka Office, extending STB’s engagement with travel trade partners in the Kansai region.

Dylan said STB also wanted to position Sarawak as both a destination in its own right and a starting point for travellers seeking to explore other parts of Borneo.

“By working with our travel trade and connectivity partners, we hope to make that wider Borneo journey increasingly accessible to travellers,” he said.

The ‘Sarawak: Gateway to Borneo’ positioning was introduced during PATA Travel Mart 2026 on August 19.

It highlights Sarawak’s five tourism pillars of culture, adventure, nature, food and festivals while positioning the state as a starting point for wider Borneo travel.