The Sarawak Tourism Board (STB) made a triumphant return to the Arabian Travel Market (ATM) 2024, held from May 6th to 9th at the Dubai World Trade Centre (DWTC). Their mission: to attract more tourists from the Middle East by showcasing Sarawak’s abundant attractions, including its vibrant cultural tapestry, breathtaking natural scenery, and immersive local experiences, on a global stage.
Teaming up with Royal Brunei Airline, STB extended its promotional efforts with a Product Update Seminar on May 9th at the Novotel World Trade Centre. This seminar provided a comprehensive insight into Sarawak’s latest tourism developments and initiatives, fostering valuable connections and partnerships with key stakeholders.
Aligned with ATM’s theme of “Empowering Innovation – Transforming Travel Through Entrepreneurship,” which delved into the evolution of sustainable travel trends and strategies for growth, STB aimed to position Sarawak as not only the gateway to Borneo but also as a premier destination for ecotourism and responsible travel on the global scale.
Sharzede Datu Hj Salleh Askor, CEO of STB, emphasized the significance of their participation in ATM2024, highlighting it as a golden opportunity to establish Sarawak as a top choice for ecotourism and responsible travel among Middle Eastern visitors.
“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.
At this year’s Arabian Travel Market (ATM), visitors to Sarawak’s booth were treated to a captivating showcase of the region’s vibrant cultural heritage. Daily dance performances by the Sarawak Arts Council (SAC) immersed attendees in the rich tapestry of Sarawak’s diverse traditions throughout the travel trade fair.
In addition to spotlighting Sarawak’s Culture, Adventure, Nature, Food, and Festivals (CANFF) attractions to tour agencies, the Sarawak Tourism Board (STB) seized the opportunity to promote its flagship event, the Rainforest World Music Festival (RWMF), scheduled to take place from June 28th to 30th, 2024, at the Sarawak Cultural Village.
The Arabian Travel Market stands as the pinnacle of international travel and tourism trade shows, offering inbound and outbound tourism professionals the chance to tap into market opportunities in the Middle East. From renowned tourist destinations to cutting-edge travel technology companies and airlines, exhibitors from around the globe gather in Dubai to showcase their brands alongside leading names in accommodation and hospitality.
