March 7, 2023

Sarawak makes strong impact at ITB Berlin

The Malaysian state of Sarawak is at the world’s biggest travel trade show with its own stand-alone pavilion


Visitors to the stand can learn about the state’s environmental efforts and discover its diverse eco-system as well as a range of exciting adventure products.

At yesterday’s press conference held at the stand, the Malaysian state underlined its commitment to strengthening its presence on the European market and positioning Sarawak as a preferred eco-tourism destination in the ASEAN region. Visitors can learn more about Sarawak’s tourism industry and witness the diversity of its attractions first hand, including culture, adventure, nature, food and festivals.

Sarawak’s Minister of Tourism, Creative Industry and Performing Arts, Datuk Seri Abdul Karim Rahman Hamzah, says “The Sarawak Pavilion is reflective of the state’s passion to drive tourism as one of the key contributors to Sarawak’s economy.” 

“We are proud that our strategic partners stand with us to present Sarawak to the world at ITB Berlin. Authentic Borneo Tours, Borneo Adventure, Business Events Sarawak (Sarawak Convention Bureau), CPH Travel Agencies (Sarawak), Greatown Travel, Happy Trails Borneo Tours, Hemisphere Hospitality, Innosar Holiday, Paradesa Borneo, Smart Leisure & Travels and Tropical Adventure together enhance Sarawak’s visibility on a global pedestal”, he added.

During the first day, Sarawak unveiled its new destination video, “Sarawak, Borneo…Now More Than Ever” and presented adventure products as well as the 2023 edition of the Rainforest World Music Festival (RWMF) 2023. Another highlight was the signing of a Memorandum of Understanding (MOU) between Sarawak Tourism Board (STB) and Tischler Reisen AG to drive image promotion and increase bookings for the destination.

Sarawak is very proud of its natural inheritance of pristine rainforests, endemic flora and fauna, and its people. Located on island of Borneo, Sarawak is home to a kaleidoscope of cultures made up of 31 ethnic groups, with a rich and diverse eco-system to explore.

Sarawak makes no exception when it comes to making its tourism industry more responsible. Taking environmental issues seriously, tourism players incorporate elements of sustainable waste management, energy conservation and environmental education into their tours. It ensures that travellers not only do sightseeing, but also contribute to the conservation of Sarawak’s attractions. Visitors can choose to experience the local authentic Sarawak lifestyle by staying in community-based homestays or enjoy the modern and scenic landscapes of its cities. They are also encouraged to practice eco-friendly activities such as bicycle-rides in rural areas, bird-watching, consume local food and acquire handicrafts.

Hall 26 / Stand 220a

Semenggoh Wildlife Centre, a must-visit to understand Sarawak’s efforts in protecting Orangutans

Sarawak’s renowned orangutan rehabilitation centre, Semenggoh Wildlife Centre, only 20km from Kuching City, is by far the biggest orangutan rehabilitation centre in Sarawak. It was established as a sanctuary for orangutans who were injured, orphaned or being illegally held captive as pets. Currently, the centre serves as a habitat for the orangutans and as a place for visitors to learn about this endangered species.

Sarawak makes strong impact at ITB Berlin
Orang-utan in Semenggoh park