STB, Tourism Malaysia target Nordic market

KUCHING: The Sarawak Tourism Board (STB) has strengthened Sarawak’s global visibility by participating in the MATKA Nordic Fair, the largest travel industry event in Northern Europe and the Baltic region.

The fair took place from January 18 to 22 at the Messukeskus Helsinki Exhibition and Convention Centre in Finland.

In a statement, STB highlighted its collaboration with Tourism Malaysia (TM) at the event focused on promoting Sarawak as a top destination for Nordic tourists. These tourists are particularly drawn to Sarawak’s unique blend of Culture, Adventure, Nature, Food, and Festivals.

Furthermore, the MATKA Nordic Fair provided STB with a valuable platform to forge stronger connections with potential travel industry partners from Finland and other neighbouring countries.

In 2023, Sarawak experienced a significant 145 per cent increase in visitor arrivals from the Nordic region compared to the previous year. With more innovative and dynamic marketing strategies planned for this year, STB anticipates a continued rise in the influx of Nordic visitors.

At the MATKA 2024 fair, first-time visitors to Sarawak’s booth were treated to cultural dance performances, featuring traditional ethnic musical instruments like the Sape and the nose flute. Additionally, a tree bark art demonstration showcased the rich cultural and artistic traditions of Sarawak.