KUCHING, 17 February
2025 – Tourism Malaysia, in collaboration with the Sarawak Tourism
Board, Business Events Sarawak, and the Sarawak Trade and Tourism Office
Singapore, conducted a business-to-business (B2B) session and seminar today,
connecting local tourism industry players with Singaporean travel agents under
the “Meet- The-Experts” programme followed by a 4-day, 3-night familiarisation
trip (Fam Trip) to Sibu, showcasing Sarawak’s rich cultural heritage, diverse
ethnic communities and unique local cuisine.
Held at the Riverside Majestic Hotel Puteri Wing, 18 travel
agents from Singapore had the opportunity to network with 25 local
representatives, including travel agents, tourism product owners and hoteliers,
for productive discussions, insights sharing and relationship building.
The newly appointed Director of Tourism Malaysia Sarawak, Ms
Rubiah Tul Adwiyah Haji Md. Yusof officially opened the programme. In her
address, she emphasized the importance of collaboration and innovation in
promoting Sarawak as a premier travel destination.
“We anticipate this initiative will lead to the development of
compelling travel packages and promotions that highlight Sarawak as a
must-visit destination for Singaporeans, especially given the 26 weekly flights
currently operating between Singapore and Sarawak. The programme also aims to
foster the development of responsible tourism experiences that will entice
regular Singaporean tourists to Sarawak for the upcoming Visit Malaysia 2026
(VM2026).”
Beyond the B2B sessions, the FAM trip to Sibu allows
participants to immerse themselves in the Borneo Rainforest, enjoy a scenic
journey along Malaysia’s longest river - the Rajang River, and experience the
vibrant Iban culture as well as the Melanau Heritage Trail, apart from culinary
delights, and the warm hospitality of local communities.
First launched in 2022, the “Meet-The-Experts” programme is an
initiative by Tourism Malaysia Singapore to foster collaboration and knowledge
exchange between Malaysian travel trade partners and their Singaporean
counterparts. The programme supports new business partnerships, contract
renewals, product updates, and the development of attractive travel packages
tailored for the Singaporean market.
Since its inception in Johor Bahru, followed by successful
sessions in Selangor, Negeri Sembilan, Sabah, and Kelantan, the
“Meet-The-Experts” programme has sparked enthusiastic participation, resulting
in the creation of 268 unique travel packages showcasing Malaysia’s hidden gems
and enriching cultural experiences.
The ASEAN market has predominantly been the primary contributor
to Malaysia’s tourism sector, with Singapore ranking as the top source of
tourist-generating markets, contributing significantly to the 18.9 million
visitors from January to December 2024.
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