Korean arrivals to Sarawak up 20 pct, as STB strengthens North East Asia push
Visitors engage with STB delegates at the STB booth during the SITF 2025 held in South Korea.
KUCHING (June 14): A total of 12,972 Korean tourists visited Sarawak in 2023, marking a 20 per cent increase compared to pre-pandemic levels in 2019, according to the Sarawak Tourism Board (STB).
The board attributed the steady growth to its sustained marketing campaigns and digital outreach targeting the Korean market.
'The momentum was further strengthened by Post-Event Product Updates held in Seoul and, for the first time, Busan from June 9 to 10.
'The Busan session marked a historic first outreach in South Korea's second-largest city, reinforcing our commitment to expanding beyond capital-centric tourism promotion,' said STB in a statement issued in conjunction with the Seoul International Travel Fair (SITF) 2025, held June 5-8, where the board accelerated its presence in North East Asia markets.
According to STB, this marks a significant milestone in its wider regional strategy, to strengthen its footprint across strategic market clusters particularly within the broader North East Asia region.
The ongoing efforts in South Korea also reflect STB's growing momentum ahead of its participation at the World Expo 2025 in Osaka, Kansai — a global platform to further elevate Sarawak's presence in the North East Asia market and beyond, said the board.
SITF 2025 marked Sarawak's third consecutive participation at South Korea's largest tourism exhibition, which also celebrated its 40th anniversary.
STB strengthens ties with Korean travel trade partners at B2B sessions in Seoul and Busan, promoting Sarawak as the 'Gateway to Borneo.'
'Sarawak's colourful showcase featured cultural performances and interactive experiences that brought the state's Culture, Adventure, Nature, Food and Festivals (CANFF) pillars to life,' said STB.
The Product Updates attracted top-tier outbound travel agents, providing firsthand insights into Sarawak's latest offerings through presentations, destination briefings and curated networking sessions.
Sarawak's delegation featured tourism players including Innosar Holiday, Grand Margherita Hotel & Riverside Majestic Hotels, and the Sarawak Golf Tourism Association, each presenting fresh travel packages tailored for Korean travellers.
To amplify awareness, STB launched Korean-language Facebook and Instagram pages and collaborated with local influencers to extend digital reach.
The Sarawak Pavilion at SITF buzzed with traditional dance, interactive displays and live booth content, drawing thousands of Korean visitors over the four-day fair.
Beyond South Korea, STB is also ramping up preparations for its participation in the World Expo 2025 in Osaka, Kansai, aligning with Malaysia's national branding and positioning Sarawak gastronomy.
'This initiative marks a key expansion of STB's focus into North East Asia, with Japan identified as a high-value market for long-haul travellers seeking authentic experiences in Southeast Asia,' said STB.
With Visit Malaysia Year 2026 on the horizon, STB's integrated approach aims to solidify Sarawak's reputation as the Gateway to Borneo and a must-visit destination in Asia, added the statement. Korean lead marketing Sarawak Tourism Board tourists
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