KUCHING: Sarawak expects to generate an estimated RM10.5 million in total sales from the ITB Berlin 2023, the world’s leading travel trade show in Germany.
Sarawak Tourism Board (STB) announced that the board and its trade partners managed to clinch 52 new leads to promote Sarawak.
“STB projected these leads would result in 20 per cent growth in terms of sales from the European market with the total sales generated from ITB Berlin 2023 estimated at RM10.5 million for 2023 and beyond,” the board said in a press release today.
During the show, visitors to ITB Berlin had a taste of Sarawak’s unique plethora of culture, adventure, nature, food and festivals, opening new leads, and creating strong interest and positive perception in Sarawak.
The Sarawak booth also showcased various aspects of Sarawak’s multi-ethnic communities and natural ecosystems as well as diverse flora and fauna to ensure continuous ‘Discovery of Sarawak’.
Meanwhile, several memorandum of understanding (MoUs) were signed between Sarawak Tourism Board (STB) and Tischler Reisen AG as a collaborative effort to boost Sarawak’s visibility towards becoming a preferred destination among the Germans and surrounding European markets with the best travel agencies, involving some 600 agencies in Germany.
Minister of Tourism, Creative Industry and Performing Arts (MTCP) Datuk Seri Abdul Karim Rahman Hamzah said the Sarawak Pavilion (booth) is reflective of the state’s passion to drive tourism as one of the key contributors to Sarawak.
“This year, Sarawak has come back stronger by targeting three million visitor arrivals as the international tourism continues to recover from the Covid-19 pandemic.
“It has certainly been an optimistic comeback for Sarawak, with a growth of more than 800 per cent tourism receipts in 2022, recording almost RM4 billion, versus RM500 million for 2021,” Abdul Karim said.
Abdul Karim added that events and festivals are key to Sarawak’s tourism industry to further establish its image as a cultural destination.
Supporting STB’s efforts in Berlin were its key strategic partners namely Authentic Borneo Tours, Borneo Adventure, Business Events Sarawak (Sarawak Convention Bureau), CPH Travel Agencies (Sarawak), Greatown Travel, Happy Trails Borneo Tours, Hemisphere Hospitality, Paradesa Borneo, Smart Leisure & Travels and Tropical Adventure to work together to enhance Sarawak’s visibility on the global pedestal.
