Sarawak Tourism Board expands NE Asia outreach with first trade mission to Busan

Borneo Post

a day ago

Deputy Tourism, Creative Industry and Performing Arts Minister Datuk Sebastian Ting (fifth right) and Sharzede (fourth right), together with the Sarawak delegation, at the Sarawak booth during the Seoul International Travel Fair in Seoul, South Korea recently.
KUCHING (June 12): The Sarawak Tourism Board (STB) continues to accelerate its presence in the Northeast Asia market with its recent participation in the Seoul International Travel Fair (SITF) 2025 and its first-ever trade outreach in Busan, South Korea.
According to a press release, this marks a significant milestone in STB's wider regional strategy to strengthen its footprint across strategic market clusters, particularly within Northeast Asia.
Held at COEX Convention Center in Seoul, SITF 2025 marked Sarawak's third consecutive participation at South Korea's largest tourism exhibition, which also celebrated its 40th anniversary this year.
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.
STB chief executive officer Sharzede Salleh Askor highlighted that the board's focus goes beyond a single event, saying: 'We are building market clusters that make long-term sense for Sarawak.
'By deepening our engagement in Korea while expanding collaborative networks across Northeast Asia, we're shaping Sarawak's visibility in line with global travel trends. Our goal is for Sarawak to resonate with travellers not just in Seoul, but also in Osaka and beyond,' she added.
Korean arrivals to Sarawak reached 12,972 in 2024, reflecting a 20 per cent increase compared to pre-pandemic levels in 2019. This steady growth highlights the effectiveness of STB's sustained marketing efforts and digital outreach in the Korean market.
The momentum was further strengthened by Post-Event Product Updates held in Seoul and in Busan, for the first time, where it marked a historic first outreach in South Korea's second-largest city, reinforcing STB's commitment to expanding beyond capital-centric tourism promotion.
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 — all of which presented fresh travel packages tailored for Korean travellers.
To amplify awareness, STB launched Korean-language Facebook and Instagram pages as well as 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 of Sarawak gastronomy.
This initiative marks a key expansion of STB's focus into Northeast Asia, with Japan identified as a high-value market for long-haul travellers seeking authentic experiences in Southeast Asia.
The recent initiatives are part of STB's larger Asean-Northeast Asia cluster strategy, connecting multiple feeder markets to Sarawak under one cohesive regional framework.
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.