STB Returns to Arabian Travel Market 2024 Showcasing Sarawak’s Diverse Attractions
Dubai, UAE – Sarawak Tourism Board (STB) returned to the Arabian Travel Market (ATM) 2024 from 6th to 9th May 2024 to continue its efforts to draw more tourists from the Middle East region at the Dubai World Trade Centre (DWTC) by showcasing Sarawak’s diverse attractions, ranging from its rich cultural heritage, natural landscapes, and local communities, on a global platform.
In collaboration with Royal Brunei Airline, STB’s promotional activities continued with a Product Update Seminar on 9th May at the Novotel World Trade Centre that offered a comprehensive overview of the latest developments and initiatives within Sarawak’s tourism landscape through valuable connections and partnerships with key stakeholders.
With ATM’s theme “‘Empowering Innovation – Transforming Travel Through Entrepreneurship” which explored how innovative sustainable travel trends would evolve and identified strategies for growth within specific key vertical sectors, STB aimed to position Sarawak not only as the gateway to Borneo, bridging Kalimantan, Sabah, and Brunei, but also as a premier ecotourism and responsible tourism destination on the global map.
STB CEO Sharzede Datu Hj Salleh Askor said STB’s participation in ATM2024 is a golden opportunity to put Sarawak at visitors’ top of mind when it comes to ecotourism and responsible tourism in the Middle East region.
“In 2023, we welcomed 3,630 visitors from the Middle East, marking a 6.95% recovery rate as compared to our best year of 2019 of 3,394 visitor arrivals. This is why STB is amplifying our efforts in creating more visibility on Sarawak in this region as part of our aim to receive more Middle East visitors into Sarawak in 2024”, she added.
This year, visitors to Sarawak’s booth at the ATM had the opportunity to experience the rich tapestry of Sarawak’s diverse cultural heritage through daily dance performances by the Sarawak Arts Council (SAC) throughout the travel trade fair.
Apart from highlighting Sarawak’s Culture, Adventure, Nature, Food and Festivals (CANFF) attractions to tour agencies, STB is also promoting its iconic event the Rainforest World Music Festival (RWMF) to be held from 28th to 30th June 2024 at Sarawak Cultural Village.
The Arabian Travel Market is the premier international travel and tourism trade show that enables inbound and outbound tourism professionals to capitalize on market opportunities in the Middle East. Popular tourist destinations from across the world congregates in Dubai to exhibit their brands alongside the greatest names in accommodation and hospitality, known tourist attractions, cutting-edge travel technology companies, and airlines.
For more information about Sarawak, log on to Sarawak Tourism Board’s website at https://sarawaktourism.com.
