Sarawak Tourism Triumphs at fvw Kongress 2025

As part of its strategy to grow visibility in the European market, STB used the platform to showcase Sarawak as a destination for culture, adventure, and sustainability.

STB’s activities included operating a branded exhibition booth, delivering a keynote pitch on responsible tourism, and presenting a video that highlighted Sarawak’s natural beauty and cultural diversity to an international audience of top travel trade professionals.

The event enabled STB to connect with more than 350 travel trade professionals from across Europe, with a particular focus on the German-speaking market. Through targeted business meetings, networking sessions, and media outreach, the team expanded trade partnerships, created valuable media opportunities, and reinforced Sarawak’s reputation for authentic, sustainable, and experience-rich travel.

Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board, commented:
“Europe is a key growth market for us, and fvw TravelTalk provided the ideal platform to showcase Sarawak’s unique blend of culture, nature, and adventure. By engaging directly with leading tour operators, travel agents, and media, we built meaningful new connections and raised awareness of Sarawak’s appeal as a must-visit destination for eco-conscious and experience-driven travellers.”

STB’s participation at fvw TravelTalk forms part of its wider strategy to raise Sarawak’s profile on the global stage. Alongside its German market focus, the organisation has been stepping up international promotion through a series of high-profile events and initiatives. Earlier this month, STB successfully took part in CelebrASIA 2025 at London’s Battersea Power Station, a three-day festival celebrating Southeast Asian food, culture, and community. Visitors to the Sarawak stand enjoyed hands-on craft workshops, live performances, and insights into the state’s eco-tourism, outdoor adventures, and cultural experiences. The Sarawak Craft Council also showcased and sold traditional handicrafts, including intricate beadwork and handwoven basketry.

Nestled on the island of Borneo, Sarawak offers a unique blend of jungle thrills, cultural immersion, and unforgettable wildlife encounters. Known as the “Land of the Hornbills,” the destination dazzles with vibrant cultures, ancient traditions, and a rainforest teeming with life. Highlights include Gunung Mulu National Park, home to some of the world’s largest caves and a UNESCO World Heritage treasure; the Niah Caves, which reveal 65,000 years of human history; and Bako National Park, where proboscis monkeys swing through untouched jungle canopies.

For eco-conscious travellers, Sarawak also offers meaningful ways to engage with local culture and give back while experiencing the extraordinary. Guided jungle treks, homestays with indigenous communities, conservation volunteering programmes, and craft workshops allow visitors to connect with Sarawak’s people and landscapes on a deeper level.

The Sarawak Delta Geopark (SDGp), covering 3,112km2, is home to diverse Indigenous communities, such as the Iban, Bidayuh, and Malays living in a heterogeneous landscape of urban, agricultural, natural forest, and conservation areas. SDGp was officially endorsed by the National Geopark Committee as a national geopark in June 2022. Kuching, the capital city and chief port of Sarawak nestled right in the Sarawak Delta Kuching was the administrative capital throughout the times of the Brunei sultanate, the White Rajahs of Sarawak, and during the British Colonial rule before Sarawak joined the Malaysian Federation in 1963. The rich history of the city is showcased throughout Kuching, as can be seen through various historical landmarks such as the Old Court House, the Astana, and Fort Margherita, dotted along the city’s landscapes, telling tales of long ago that are still being passed down from generation to generation.