KUCHING: Sarawak stepped into the spotlight with the unveiling of its ‘Gateway to Borneo’ tourism campaign during the 54th edition of the MATTA Fair KL held at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur.
The initiative marks a significant brand rejuvenation, positioning Sarawak strategically as the leading gateway to Borneo, bridging Kalimantan, Sabah, and Brunei.
With the launch of the campaign, Sarawak seeks to enhance its appeal as a top-tier tourism destination, inviting travellers to embark on a voyage of exploration and inspiration.
During the launch, Deputy Minister of Tourism Datuk Sebastian Ting said that Sarawak was committed to showcase an immersive experience of the richness of its culture, the diversity of landscapes, and the warm hospitality to visitors.
“Our effort in 2023 helped contribute to a significant increase in arrivals from Malaysia and the neighbouring countries, totalling over 1,770,000 domestic visitors and over 1,800,000 from Indonesia and Brunei.
“This marks a remarkable 43 per cent increase domestically and a staggering 182 per cent increase regionally compared to 2022,” he said.
Thus, he said the Ministry is optimistic they will be able to achieve the four million visitors worldwide to Sarawak this year.
Meanwhile, the launch at the fair was an introduction to Sarawak Tourism’s new direction with ‘Gateway to Borneo’ and the refreshed ‘Sarawak More to Discover’ logo, following the initial launch at ITB Berlin.
In addition, Sarawak Tourism Board’s physical presence at MATTA Fair KL aimed to engage domestic audiences in the ongoing narrative of ‘entering’ Sarawak as the “Gateway to Borneo”.
At the heart of the campaign lies the revitalised ‘Sarawak More to Discover’ (SMTD) destination logo, an emblem that embodies the essence and excitement of Sarawak’s unique offerings.
Designed to encapsulate the region’s rich tapestry of Culture, Adventure, Nature, Food, and Festivals (CANFF), the STMD logo serves as a visual ode to Sarawak’s pristine rainforests, coastal waters, and the kaleidoscope of ethnicities that call it home.
Within its design, the majestic silhouette of the Rhinoceros hornbill stands tall, an iconic symbol synonymous with Sarawak’s cherished moniker, ‘Land of the Hornbills.’
The MATTA Fair KL is held from Mar 22 to 24 at the MITEC.
