The Sarawak Tourism Board (STB) and Sabah Tourism Board (STB) have joined forces to promote Borneo as a unified destination, launching their joint initiative, ‘Discover Borneo: Malaysia’s Favorite Destination,’ at the MATTA Fair Kuala Lumpur 2024. This collaborative effort aims to highlight the rich cultural and natural attractions of both Sarawak and Sabah, making travel between the two states easier and more appealing for tourists.
The initiative was officially unveiled during the MATTA Fair, held from September 6 to 8, 2024, at the Malaysia International Trade and Exhibition Centre (MITEC). Visitors to the fair can explore the STB booth located in Hall 2 to Hall 4, Level 1, until September 8th. The launch was attended by esteemed guests including 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 underlined the significance of this partnership in showcasing the unique offerings of Borneo as a whole.
Sarawak, aiming to attract 4.0 million visitors in 2024, is strategically positioned as the ‘Gateway to Borneo’ through major entry points like Kuching, Miri, and Sibu. By July, Sarawak had already welcomed 2,838,572 visitors, with 1,763,815 coming from international destinations and 1,074,757 from within Malaysia.
YB Dato Sri Haji Abdul Karim Rahman Hamzah emphasized, “This collaboration isn’t just about promoting tourism; it’s about sharing the heart and soul of Borneo with the world. Together, we’re crafting a narrative that positions Borneo as Malaysia’s Favourite Destination, attracting travelers from Peninsular Malaysia and beyond.”
The ‘Discover Borneo’ initiative provides travelers with a diverse selection of travel packages to Sarawak. From day excursions to the newly designated UNESCO World Heritage Site, Niah Caves, to immersive multi-day tours like the Miri & Niah adventure or the combined Miri, Niah, and Crocodile Farm exploration, there’s something for everyone. These tours, offered by reputable local operators, provide an authentic glimpse into Sarawak’s rich heritage and breathtaking natural beauty.
The collaborative pavilion at MATTA Fair KL serves as a key platform for showcasing Sarawak and Sabah’s vibrant arts, culture, cuisine, and beverages. The partnership is designed to boost Borneo’s appeal as a unified destination, offering seamless travel between Sarawak and Sabah while highlighting the diverse attractions of the region.
The initiative’s success is evident from past MATTA Fair events. At the March 2024 fair, Sarawak achieved remarkable sales, significantly contributing to a rise in domestic tourism revenue. With over 170,000 attendees and sales exceeding expectations, the fair demonstrated the growing demand and potential within the domestic travel market. The ‘Discover Borneo’ initiative aims to build upon this momentum, attracting both domestic and international tourists to explore the wonders of Borneo.
