STB cultivates Japanese travel

KUCHING: The Sarawak Tourism Board (STB), in partnership with Tourism Malaysia, actively participated in the 2024 Tourism Expo Japan (TEJ) held from September 26 to September 29 at Tokyo Big Sight.

This year marks STB’s third consecutive appearance at TEJ, underscoring its ongoing dedication to the Japanese market.

In a statement released on September 30, following the expo, STB disclosed that they conducted a post-engagement session with key Japanese tourism stakeholders at Dai-ichi Hotel Tokyo. This endeavour focused on strengthening ties and investigating future partnerships to boost Sarawak’s visibility in Japan.

Organized by the Japan Association of Travel Agents (JATA), TEJ has become Japan’s premier travel expo since its establishment in 2014. The expo serves as a global gathering point for exhibitors and visitors, facilitating robust discussions and engagements within the travel industry.

Japan is a pivotal market for Sarawak in the North Asia region, significantly contributing to the surge in visitor arrivals. Notably, by August 2024, Sarawak observed a notable 21% increase in Japanese visitor arrivals compared to the corresponding period in 2023.

STB’s participation in TEJ 2024 aimed to bolster its foothold in the Japanese market, elevate the destination’s profile, and rekindle connections with Japanese travel partners and prospective travellers.

Sarawak’s focus on sustainable development and renewable energy closely mirrors the priorities of the Japanese market, making it a highly compelling area of interest for Sarawak.

Both regions actively champion the Sustainable Development Goals (SDGs), with STB focusing on SDG 4, 11, 12, 13, and 17. This shared commitment fortifies the bond between Sarawak and Japan, fostering an environment that is conducive to collaboration and tourism growth.

Sarawak offers a diverse array of experiences catered to Japanese travellers seeking holidays and leisure pursuits.

Visitors from Japan are drawn to cultural immersions, nature escapades, wildlife encounters, and gastronomic delights—key features encapsulated in Sarawak’s five pillars: Culture, Adventure, Nature, Food, and Festival (CANFF).

Standing proudly as the first Malaysian region to host two UNESCO World Heritage Sites — Mulu National Park and Niah National Park — Sarawak serves as the Northern Gateway to a rich natural heritage and biodiversity.

Niah National Park, celebrated for its archaeological significance as the site of Southeast Asia’s oldest human remains, enriches Sarawak’s cultural and historical tapestry.

The Sarawak Delta Geopark, Malaysia’s sixth national geopark, further bolsters this heritage by safeguarding Sarawak’s natural treasures and advocating for environmental preservation.

Sarawak’s cultural legacy is equally captivating, with the Borneo Cultures Museum — Malaysia’s largest and Southeast Asia’s second-largest — offering a comprehensive exploration of the state’s diverse histories, cultures, and traditions.

Moreover, this city has garnered accolades such as the “World Craft City” title from the World Crafts Council (WCC) and the distinction of being Malaysia’s inaugural ‘Creative City of Gastronomy’ by UNESCO. These achievements reflect the rich cultural and culinary tapestry woven by Sarawak’s 34 ethnic groups.

During the event, the Sarawak Tourism Board orchestrated two days of pre-arranged Business-to-Business (B2B) sessions with Japanese tourism stakeholders on September 26 and 27.

These meetings are prime opportunities for the board to forge new partnerships, fortify existing ties, and glean valuable market insights through a market intelligence survey.

In a closing statement, highlighting the significance of Sarawak’s involvement in the 2024 Tourism Expo Japan, it was emphasized that the showcase not only spotlighted the region’s diverse tourism offerings but also underscored its reputation as a distinctive and sustainable destination for Japanese travellers.