THAILAND: Building on three consecutive years of presence in Thailand’s travel marketplace, Sarawak Tourism Board (STB) continued its engagement at the Thai International Travel Fair (TITF) Bangkok 2026.

According to a statement, the travel fair was held from 22 to 25 January 2026 at the Queen Sirikit National Convention Centre (QSNCC), reinforcing Sarawak’s long-term commitment to the Thailand market in support of Visit Malaysia Year 2026.

“Thailand continues to show positive year-on-year growth for Sarawak, reflecting the effectiveness of sustained engagement and collaborative promotional efforts.

“Visitor arrivals recorded in 2025 exceeded the previous year, reinforcing Thailand’s role as a growing market within Sarawak’s ASEAN outreach,” it said on Monday.

STB Chief Executive Officer Dr Sharzede Datu Salleh Askor noted that Thailand is a market where Sarawak has built sustained visibility and trust through long-term engagement.

“Our presence at TITF Bangkok 2026 reflects our focus on deepening trade collaboration, strengthening Sarawak’s role as Malaysia’s Gateway to Borneo, and translating market confidence into measurable visitor growth as part of Visit Malaysia Year 2026,” she said.

As part of the Malaysia Pavilion led by Tourism Malaysia, Sarawak’s presence at TITF Bangkok
2026 directly supported Malaysia’s national tourism promotion efforts, aligned with Tourism Malaysia’s projected target of 43 million visitor arrivals for Visit Malaysia Year 2026.

“The engagement also forms part of Sarawak’s EDGE Strategy, specifically under Elevate, to enhance international destination awareness, and Diversify, to strengthen Thailand as an emerging market in ASEAN complementing Sarawak’s traditional source markets of Indonesia and Singapore.

“As the only Borneo state from Malaysia participating at the fair, Sarawak was distinctly positioned within the Malaysia Pavilion as Malaysia’s Gateway to Borneo, offering Thai consumers and travel trade partners a focused introduction to the island’s rich cultural heritage, diverse natural landscapes and authentic tourism offerings,” the statement said.

As Visit Malaysia Year 2026 unfolds, Sarawak remains committed to playing a meaningful role within the national tourism narrative, positioning itself not only as a destination to visit, but as Malaysia’s Gateway to Borneo, offering immersive experiences rooted in culture, nature and authentic connection. -UKASnews