KUCHING- Stepping into the new year, Sarawak Tourism Board (STB) is participating in the MATKA Nordic Fair, the biggest travel industry fair in Northern Europe and the Baltic region, from 18th to 22nd January 2024 at the Messukeskus Helsinki Exhibition and Convention in Finland.

STB’s participation in MATKA 2024 is a collaborative effort with Tourism Malaysia (TM) to strengthen Sarawak’s presence in the Nordic market as part of its leapfrog expansion strategy as STB gets the opportunity to build a stronger networking with potential travel industry collaborators from Finland and nearby countries in the region.

STB’s partnership with TM aligns with STB’s efforts to promote Sarawak as a premier destination for Nordic travellers who are seeking authentic Culture, Adventure, Nature, Food and Festivals experiences.

In 2023, Sarawak recorded a growth rate of 145% in the number of visitor arrivals from the Nordic region as compared to the year 2022.  With more innovative and bolder marketing approaches in 2024 via its expansion strategy, Sarawak hopes to see a further increase in the number of Nordic travellers into Sarawak.

For the first time, visitors to Sarawak’s booth at MATKA 2024 can enjoy cultural dance performances accompanied by traditional ethnic musical instruments such as the Sape and the nose flute. A tree bark art demonstration will also showcase Sarawak's rich cultural heritage, art, and musical traditions.

As the biggest region in Malaysia with a low-density population of 2.9 million people (as of 2020), Sarawak is very proud of its natural heritage of pristine rainforests, endemic flora and fauna, and its multicultural peoples. Located in Borneo, the third largest island in the world, the rich land of Sarawak is host to a kaleidoscope of cultures made up of 34 ethnic groups, with a rich and diverse ecosystem for adventurers to explore.

Today, many tourist destinations have adopted the principles of responsible tourism in their management and tourism practices, and Sarawak is no exception.  Taking environmental issues seriously, Sarawak tourism players incorporate elements of sustainable waste management, energy conservation and environmental education into their tours to ensure travellers not only are sight-seeing but also contributing to the conservation of Sarawak’s attractions for generations to come. Visitors to Sarawak from all over the world can have the choice of experiencing local authentic Sarawak lifestyle by staying in community-based homestays or enjoy the modern and scenic landscapes of its cities.