KUCHING: As long-haul travel demand continues to rebound and shift towards more sustainable and experience-driven travel, Sarawak Tourism Board (STB) will showcase Sarawak offerings at ITB Berlin 2026 from 3 to 5 March in Berlin, Germany, reinforcing the state’s commitment to strengthening its European market presence ahead of Visit Malaysia Year 2026.

According to a statement by STB, Sarawak will present its theme ‘Journey Unveiled: Redefining River Routes to Storied Lands’, at this year’s edition of ITB, signalling the introduction of a signature experience portfolio designed to reposition the state’s riverine and heritage narratives for the global travel trade.

Deputy Minister for Tourism, Creative Industry and Performing Arts Datuk Sebastian Ting Chiew Yew will be leading the Sarawak delegation, signalling the state government’s strong commitment to international market development and long-haul destination positioning.

“Europe remains an important long-haul market for Sarawak. Our participation at ITB Berlin is not merely about visibility, but about strengthening relationships, building confidence among trade partners, and positioning Sarawak as a destination defined by authenticity and sustainability,” he said in the statement on Friday.

The statement noted that ITB Berlin as the world’s largest travel trade show attracts over 100,000 trade visitors and industry stakeholders from more than 190 countries, providing Sarawak with a strategic platform to deepen engagement across key European markets including Germany, the United Kingdom, the Nordics and Benelux.

“In 2025, Sarawak recorded 57,107 visitor arrivals from Europe, including 7,525 arrivals from Germany, reflecting the region’s growing importance as international travel demand continues to evolve.

“Guided by its CANFF tourism pillars – Culture, Adventure, Nature, Food and Festivals, Sarawak will spotlight its nature-based and community-driven offerings that distinguish the state as the Gateway to Borneo,” it said.

At ITB Berlin 2026, Sarawak will engage in strategic business meetings, destination briefings, and trade networking sessions aimed at expanding product distribution, strengthening tour operator partnerships, and amplifying market awareness ahead of Visit Malaysia Year 2026, which targets 43 million international arrivals nationwide. -UKASnews