KUCHING: The Sarawak Tourism Board (STB) launched its UK campaign in collaboration with National Geographic Traveller UK and TripAdvisor at the Sarawak Pavilion during the World Travel Market (WTM) London.
According to STB, the campaign will run until April 2024, and comprises a series of eight articles and six one-minute videos on the National Geographic Traveller UK website.
These articles and videos will direct visitors to a dedicated landing page on TripAdvisor’s platform, allowing them to book their preferred tourism experiences.
In addition to this campaign, STB has entered into a Memorandum of Understanding (MoU) for a Joint Marketing Campaign in 2024 with Malaysia Airlines Berhad (MAB). The MoU was signed by STB acting CEO Yusfida Khalid and MAB senior manager (central and western international marketing) Krystal Ng Mei Ee.
The signing was witnessed by Minister for Tourism, Creative Industry and Performing Arts, Datuk Seri Abdul Karim Rahman Hamzah; Deputy Minister for Tourism, Creative Industry and Performing Arts I, Datuk Sebastian Ting; ministry permanent secretary Datuk Sherrina Hussaini, and MAB regional general manager (UK and Europe) Daniel Bainbridge.
Abdul Karim stated that initiatives have been implemented to further solidify Sarawak’s position as a premier eco-tourism destination with international recognition in preparation for Visit Malaysia Year 2026.
“The UK market has been instrumental in driving Sarawak’s revival,” he remarked. “From January to September 2023, we received 18,833 visitors from the United Kingdom.”
This marked a substantial growth rate of 216.74 per cent compared to the same period in 2022, which saw 5,944 UK visitors.
He anticipates that there will be 25,110 visitors from the UK travelling to Sarawak in 2023.
He added that STB’s participation in WTM London presents an opportunity to enhance destination branding and facilitate face-to-face business interactions for Sarawak’s industry partners.
This year, STB is facilitating the participation of up to 10 Sarawak trade partners, providing a distinctive portrayal of the state with the theme: ‘Sarawak – Now More Than Ever.’
“With the esteemed participation of our local partners at WTM this year, we wholeheartedly invite all to delve into and enjoy the wide range of experiences we’ve carefully crafted to offer a genuine taste of Sarawak.
“This occasion offers an excellent opportunity for our local partners to showcase Sarawak’s unparalleled qualities, including its rich cultural diversity, exciting adventures, unspoiled natural landscapes, lively festivals, and delightful cuisine, all of which are guaranteed to pique your curiosity,” Abdul Karim said.
WTM London is an annual event attended by senior industry professionals, government ministers, and international media representatives, held every November.
