STB marks third straight year at TITF Bangkok, signals long-term Thailand market strategy

From right: Ambassador of Malaysia to the Kingdom of Thailand, Datuk Wan Zaidi Wan Abdullah, and Terengganu State Chairman of Tourism and Arts, Datuk Razali Idris, at the Sarawak booth during TITF Bangkok 2026.

By DayakDaily Team

KUCHING, Jan 26: Sarawak Tourism Board (STB) has reinforced its presence in the Thailand market through its participation in the Thai International Travel Fair (TITF) Bangkok 2026, in line with efforts to support Visit Malaysia Year 2026.

In a press release, STB said the fair, held from Jan 22 to 25 at the Queen Sirikit National Convention Centre, marked Sarawak’s third consecutive participation in Thailand, reflecting a long-term strategy to strengthen destination recognition and trade confidence through consistent market engagement.

Thailand continues to record positive year-on-year growth for Sarawak, with visitor arrivals in 2025 exceeding the previous year, reflecting the impact of sustained engagement and collaborative promotion.

STB chief executive officer (CEO) Dr Sharzede Datu Salleh Askor said Sarawak’s presence at TITF Bangkok 2026 underscores its focus on strengthening trade collaboration and translating market confidence into visitor growth as part of Visit Malaysia Year 2026.

Sarawak participated under the Malaysia Pavilion led by Tourism Malaysia, supporting the national target of 43 million visitor arrivals in 2026.

According to STB, the engagement aligns with Sarawak’s EDGE Strategy, particularly efforts to elevate international destination awareness and diversify source markets within ASEAN, complementing traditional markets such as Indonesia and Singapore.

During the four-day fair, STB promoted Sarawak’s cultural, nature-based and experiential tourism offerings, while engaging Thai consumers and holding discussions with travel agents, tour operators, airline partners and industry stakeholders to explore future collaborations, air connectivity and promotional initiatives.

As the only Borneo state from Malaysia at the fair, Sarawak was positioned as Malaysia’s Gateway to Borneo, highlighting its cultural heritage, natural landscapes and authentic tourism experiences. — DayakDaily