Sarawak positions itself as 'Gateway to Borneo' at ITB Berlin show

 

Sarawak Tourism, Creative Industry and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah (centre) and other delegate members at the launch of Sarawak’s latest thematic destination campaign, the “Gateway to Borneo”, at the ITB Berlin 2024 travel trade show. Also in the photo is Sabah Tourism, Culture and Environment Minister Datuk Christina Liew (fifth from left). Picture courtesy of Sarawak Tourism Board

KUALA LUMPUR: In positioning itself as the premier gateway to Borneo, Sarawak launched its transformative "Gateway to Borneo" campaign at the ITB Berlin 2024 international travel trade show.

The Sarawak Tourism Board (STB) in a statement said the campaign signifies a brand refresh and strategically positions Sarawak as the premier gateway to Borneo, encompassing Kalimantan, Sabah and Brunei.

Targeting four million visitor arrivals this year through the campaign, Sarawak aims to amplify its allure as a prime tourism destination, inviting global travellers to embark on a journey of discovery and inspiration.

Complementing the campaign's overarching theme is a refreshed "Sarawak More to Discover" (SMTD) destination logo, an update which maintains the vigour and excitement of the region's marketing strategy — to position the state as a plethora of culture, adventure, nature, food and festivals, along with authentic experiences not found anywhere else in the world and yet to be discovered.

The STMD logo serves as a visual representation of Sarawak's pristine rainforests, the allure of its coastal waters and the colourful diverse ethnicities of its people, said STB.

The logo also showcases the majestic silhouette of the Rhinoceros hornbill, an iconic symbol synonymous with Sarawak's cherished moniker, "Land of the Hornbills".

State Tourism, Creative Industry and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah said the campaign introduces the progression of Sarawak's tourism stories.

"We are thrilled to unveil the evolution of Sarawak's tourism narratives with our 'Gateway to Borneo' campaign.

"It is not just a geographic distinction but also embodies a contemporary and timeless aesthetic, resonating with the evolving tastes of our discerning audience. This strategic move not only reinforces our commitment to digitalisation but also highlights Sarawak's pivotal role as the entry point to the wonders of Borneo.

"We invite the world to uncover the wonders that await in Sarawak, as the 'Gateway' into a new world of experience, discovery, and inspiration; to breathtaking nature and boundless adventure, where the past resonates, and the future unfolds; and where there is So Much More to Discover."

Building on the foundation laid last year, STB also signed a renewed memorandum of understanding with Tischler Reisen (TR), to continue to elevate Sarawak's prominence among European travellers.

With TR's 40-year track record and an extensive network of 600 agencies throughout Germany, Sarawak aims to showcase its diverse tour packages both online and offline, enticing discerning travellers across Europe.

"This partnership aligns with Sarawak's strategic vision to position itself as a preferred destination in the European market, while the remarkable 121 per cent surge in European visitor arrivals in 2023 against 2022 highlights the growing appeal of Sarawak's offerings.

"With the resilient 81.5 per cent recovery achievement of the Europe market's performance in 2023, as compared to 2019, the state's best year for European visitor arrivals, Sarawak is optimistic to surpass 2019 levels in terms of European visitor arrivals this year," read the statement.

It said Sarawak also heightened its momentum to champion Responsible Tourism and Sustainability, embodying a tourism philosophy that prioritises economic, social, and environmental impacts.

Meanwhile, STB said the upcoming Rainforest World Music Festival (RWMF), to be held from June 28 to 30, underscores music's dynamic nature across generations and cultures.

The RWMF, which celebrates its 27th year, embraces the transformative power of music, weaving together culture and environment with its theme 'Evolution'.

"As millennials inherit the mantle, RWMF becomes a platform to amplify indigenous voices and shared wisdom in rainforest conservation.

"Empowering the next generation, RWMF fosters dialogue, fuels actions, and charts a course toward sustainability, ensuring a harmonious co-existence of culture and nature for generations."

-nst online.