Sarawak & Sabah Launch ‘Discover Borneo: Malaysia’s Favourite Destination’ Campaign at MATTA Fair KL 2024
Kuala Lumpur, September 7th, 2024 – The Sarawak Tourism Board (STB) and Sabah Tourism Board (STB) officially launched their collaborative campaign, ‘Discover Borneo: Malaysia’s Favourite Destination,’ at the MATTA Fair Kuala Lumpur 2024. Held from 6th to 8th September 2024 at the Malaysia International Trade and Exhibition Centre (MITEC), the fair serves as the ideal platform for this initiative. Visitors can find the STB booth at Hall 2 to Hall 4, Level 1, available until 8th September.
The launch event was honoured by the presence of YB Dato Sri Haji Abdul Karim Rahman Hamzah, Sarawak’s Minister of Tourism, Creative Industry & Performing Arts, and YB Datuk Christina Liew, Sabah’s Minister of Tourism, Culture, and Environment. Their presence underscored the importance of this partnership in promoting Borneo as a unified destination, with Sarawak as the ‘Gateway to Borneo’ through key entry points like Kuching, Miri, and Sibu.
Sarawak aims to attract 4.0 million visitors in 2024, equally split between foreign and domestic travelers. By July, the state had already welcomed 2,838,572 visitors, comprising 1,763,815 foreign and 1,074,757 domestic visitors.
YB Dato Sri Haji Abdul Karim Rahman Hamzah remarked, “Sarawak’s collaboration with the Sabah Tourism Board is not just about promoting tourism; it is about sharing the heart and soul of Borneo with the world. Together, we create a compelling narrative that positions Borneo as Malaysia’s Favourite Destination, captivating the hearts of travelers from Peninsular Malaysia and beyond.” Visitors to the MATTA Fair can explore a variety of travel packages to Sarawak, ranging from day trips to the newly designated UNESCO World Heritage Site, Niah Caves, to multi-day tours like the Miri & Niah tour or the Miri, Niah, and Crocodile Farm tour.
These experiences, offered by reputable local operators, provide a genuine glimpse into Sarawak’s heritage and natural beauty. Visit the booth to learn more about tour packages that include exploring ancient caves, scenic landscapes, and vibrant cultural sites.
The collaborative pavilion at the MATTA Fair KL has served as a focal point for presenting the diverse arts, culture, food, and beverages of both states. This strategic partnership aims to enhance the appeal of Borneo as a singular destination, making travel between Sarawak and Sabah more accessible and showcasing the richness of Borneo’s offerings.
The success of this initiative is evident in the strong performance at previous MATTA Fair events. During the March 2024 fair, Sarawak’s impressive sales contributed significantly to a substantial domestic sales turnover, showcasing the robust potential for growth in domestic tourism. With over 170,000 attendees and a total sales figure exceeding expectations, the fair underscored the increasing demand and opportunity within the market.
The ‘Discover Borneo: Malaysia’s Favourite Destination’ campaign strategically positions Borneo as a premier global tourism destination by highlighting the unique yet complementary attractions of Sarawak and Sabah. This initiative aims to inspire travelers and foster sustainable tourism growth in the region.
The Sarawak Tourism Board offers exclusive souvenirs for visitors purchasing tour packages or
accommodations. Participate in fun activities like puzzles, Rubik’s cube challenges, and Q&A
sessions to win extra giveaways. Don’t miss this chance to explore Borneo and take home exciting
rewards.
