KUCHING: Sarawak’s goal is to establish itself as the top choice for European tourists with the introduction of its new Gateway to Borneo campaign.
Datuk Seri Abdul Karim Rahman Hamzah, the State Tourism, Creative Industry and Performing Arts Minister, officially launched the campaign at the ITB Berlin 2024 tourism trade fair on Tuesday (March 5).
The Sarawak Tourism Board explained that the campaign highlights Sarawak as the main entry point to Borneo, which encompasses Sabah, Kalimantan, and Brunei as well.
In a statement, the board emphasized, “Through this campaign, Sarawak aims to enhance its appeal as a premier destination, encouraging global travelers to embark on a journey of discovery and inspiration.”
Last year, Sarawak welcomed 57,496 European visitors, showing a 121% increase from the previous year.
The board noted that the performance of the European market last year demonstrated a recovery rate of 81.5% in comparison to 2019, when the state registered its highest number of European visitor arrivals.
“Sarawak is confident in surpassing the European arrival levels of 2019 this year,” the board added.
Additionally, the board signed a renewed memorandum of understanding with the German tour operator Tischler Reisen (TR) during ITB Berlin to enhance Sarawak’s visibility among European travelers.
Through this partnership, TR will assist in promoting Sarawak through offline and online tour packages via its network of 600 agencies throughout Germany.
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