FINLAND: Building on its recent Guinness World Records achievement and accelerating momentum towards Visit Malaysia 2026, Sarawak delivered a high-impact presence at MATKA Travel Fair 2026, Northern Europe’s largest travel trade and consumer exhibition, positioning the destination firmly within the Nordic long-haul travel market.

According to a statement by Sarawak Tourism Board (STB), the fair was held from 15 to 18 January 2026 at the Helsinki Expo and Convention Centre, where Sarawak’s participation formed a key pillar of STB’s European and Nordic market strategy.

“This supports Malaysia’s national tourism ambition of welcoming 43 million visitor arrivals in 2026, with particular emphasis on high-value long-haul markets such as Europe,” it said on Monday.

Meanwhile, STB Chief Executive Officer Dr Sharzede Datu Salleh Askor said that the board’s continuous presence at MATKA Travel Fair 2026 shows the importance of this market.

“As Malaysia works towards its Visit Malaysia 2026 target of 43 million visitor arrivals, Sarawak is committed to playing a meaningful and differentiated role in that journey.

“The Nordic market values authenticity, sustainability, and meaningful travel, and Sarawak offers all three at scale,” she said.

The statement highlighted STB’s participation at MATKA Travel Fair 2026 reflecting Sarawak’s commitment to contributing to Malaysia’s national tourism goals by strengthening engagement in high-yield European and Nordic markets, particularly at the start of 2026.

“This momentum builds on encouraging recovery trends, with Nordic visitor arrivals to Sarawak growing by nearly 30 per cent from January to December 2025, reflecting renewed demand and growing confidence in long-haul travel to the destination.

“As one of Malaysia’s most distinctive destinations, Sarawak’s participation at the region’s largest travel exhibition went beyond destination promotion,” it said.

This sustained presence in the Nordic region reflects STB’s long-term market development approach, which prioritises relationship-building, trade readiness, and alignment with evolving traveller values.

Over the four-day fair, Sarawak’s destination promotion booth served as a high-engagement platform for Nordic travel agents, tour operators, media representatives, and influencers. -UKASnews