Sarawak, under the leadership of Tourism, Creative Industry, and Performing Arts Minister Dato Sri Abdul Karim, achieved a remarkable milestone in 2023 with the arrival of 57,496 tourists from various European countries. This impressive figure marked a 121% increase compared to the previous year, a success attributed to the renewed Memorandum of Understanding (MoU) with Tischler Reisen (TR). The partnership aims to elevate Sarawak’s prominence among European travellers and contribute to achieving the target of welcoming 4 million visitors in 2024.
The ‘Gateway to Borneo’ campaign, launched at ITB Berlin 2024, symbolises a transformative moment for Sarawak. Aligned with the theme ‘Take Travel Technology to the Next Level. Together,’ the campaign introduces a new era of digitalisation in tourism. Positioned as the premier gateway to Borneo, Sarawak aims to entice global travellers with its rich tapestry of Culture, Adventure, Nature, Food, and Festivals.
Complementing the campaign is the refreshed “Sarawak More to Discover” (SMTD) destination logo. This update maintains the region’s marketing strategy, positioning Sarawak as a hub of culture, adventure, nature, food, festivals, and authentic experiences. The logo, featuring Sarawak’s pristine rainforests and diverse ethnicities, serves as a visual representation of the region’s unique offerings.
Minister Abdul Karim expressed excitement about the campaign, emphasising its contemporary and timeless aesthetic that resonates with the evolving tastes of the audience. The strategic move reinforces Sarawak’s commitment to digitalisation and underscores its pivotal role as the entry point to the wonders of Borneo.
With a target of 4 million visitors in 2024, Sarawak Tourism Board (STB) renewed its MoU with Tischler Reisen (TR), a partnership essential in showcasing diverse tour packages to European travellers. The 121% surge in European visitor arrivals in 2023 against 2022 attests to the growing appeal of Sarawak’s offerings.
Sarawak’s commitment extends to Responsible Tourism and Sustainability. The Rainforest World Music Festival (RWMF), scheduled from June 28th to 30th, emphasises the transformative power of music. Themed ‘Evolution,’ RWMF serves as a platform to amplify indigenous voices, fostering dialogue, fuelling actions, and charting a course toward sustainability in rainforest conservation.
Recognising these efforts, STB received international acclaim, winning the Best Global PR Campaign Award at the World Communications Forum Award (WCFA) in Davos, Switzerland. Additionally, the ‘Nation’s Pride Award’ for ‘Tourism Promotion Excellence’ at the BrandLaureate BestBrands Awards 2023 and two Gold awards and the Campaign of the Year Awards at the Malaysia Public Relations Awards (MPRA) further highlight Sarawak’s dedication to responsible practices and sustainability.