SINGAPORE, May 2025 — Sarawak, or its dense rainforests, diverse multicultural heritage, and commitment to sustainability, is becoming one of the high-quality holiday spots for Singapore tourists seeking nature-friendly and authentic holiday encounters.
The Sarawak Tourism Board (STB) recently showcased the state’s unique offerings at the Travel Malaysia Fair 2025 in Singapore, locally and among the city-state’s expatriates. The exercise was to affirm Sarawak’s status as a place that must be visited through uniquely crafted holiday packages showcasing its nature, culture, and adventure tourism.
“Singapore has always been a key market for us,” said Sharzede Salleh Askor, STB Chief Executive Officer. “Our participation in the fair is proof of our ongoing efforts to engage Singapore’s travel trade and reconnect with an informed audience that appreciates heritage, biodiversity, and convenience.”
Singapore was one of Sarawak’s top five overseas source markets in 2024, supported by direct flights to Kuching, Miri, and Sibu. STB used that momentum to promote even greater awareness and arrivals through the fair.
The Sarawak Pavilion was staffed by five expert sellers, including noted agencies like Meidi Travel Solutions, Singatour, and EU Holidays. These associates promoted tailor-made itineraries featuring Sarawak ecotourism products, aboriginal-rich cultures, and thrilling outdoor pursuits. Strategic networking sessions with Singaporean travel agents at the pavilion also furthered closer cooperation for co-branding upcoming tour products.
“With ongoing marketing, tighter industry connections, and better air links—like the 14 weekly Scoot flights—Sarawak is poised for growth,” Sharzede further said.
STB’s participation at the event comes after a series of successful promotional programs, including the 2024 Tripartite Campaign Agreement with Scoot and Sarawak Trade and Tourism Office Singapore (Status). These programs have contributed to cementing Sarawak’s position in Singapore as a business and leisure destination.
As travellers still seek meaningful and sustainable tourism, such events as the Travel Malaysia Fair are significant in making us the centre of attention, solidifying our connection, and reminding Sarawak as Malaysia’s Gateway to Borneo,” Sharzede explained.
