Sarawak Tourism targets Singaporeans at travel fair
Tourism Malaysia (Singapore) director Norliza Md Zain (fourth from right) with travel industry players at the fair's Sarawak Pavilion. — Photo courtesy of STB
WITH its lush rainforests and vibrant traditions, Sarawak is growing in appeal as a sustainable, culturally rich and accessible destination for discerning travellers.
This was spotlighted by the Sarawak Tourism Board (STB) at the Travel Malaysia Fair 2025 in Singapore early this month, targeting Singaporeans and the expatriate community with curated travel packages and authentic experiences.
Singapore ranked among Sarawak's top five international markets last year, with direct flight connections to Kuching, Miri and Sibu.
As such, STB leveraged the travel fair platform to further boost arrivals from the city state into Sarawak.
'Singapore has always been a vital market for us,' STB chief executive officer Sharzede Salleh Askor said.
'Our presence and participation reaffirm our commitment to deepen engagement with Singapore's travel community and reconnect with a mature market that values nature, heritage and convenience.'
She added that the significant turnout of Singaporeans at Sarawak's renowned Rainforest World Music Festival last year reflected the strength of this connection and its potential to grow further.
The Sarawak Pavilion at the travel fair featured five dedicated sellers, including established travel agencies Meidi Travel Solutions, Singatour and EU Holidays, offering specially curated packages highlighting Sarawak's ecotourism, culture, and adventure.
The pavilion also served as a dynamic space for networking sessions with Singaporean travel agents to strengthen future collaborations and product development.
'We are confident that renewed marketing efforts, stronger partnerships and enhanced air connectivity, including 14 weekly flights operated by Scoot, will continue to drive momentum,' Sharzede said.
STB's presence at the travel fair builds on the success of previous collaborative campaigns.
This includes the 2024 Tripartite Campaign Agreement between STB, Scoot and the Sarawak Trade and Tourism Office Singapore (Statos), reinforcing Sarawak's growing presence in Singapore as a business and leisure as well as ecocultural destination.
'As Sarawak continues to attract travellers seeking immersive, responsible tourism experiences, events like the travel fair serve as a critical platform to maintain visibility, build partnerships and position the Land of the Hornbills as Malaysia's Gateway to Borneo,' Sharzede said.
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