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ULM, GERMANY, 21 September 2022 – Sarawak Tourism Board (STB) is currently in Germany on a roadshow tour to promote Sarawak in 4 major cities in the country from 19-24 September. Today STB has just concluded 3 of the 4 cities and witnessed an overwhelming response from the travel trade.


Tischler AG (1)

The German roadshow series is a collaboration with Tischler Reisen AG, a local wholesale agent who is very active and has extensive experience with the German market for more than 45 years in handling large tourist groups and creative long-distance travel offers.

Sarawak Tourism Board affirmed its commitment to promoting Sarawak in the German market with an intensive four-day roadshow in Freiburg, Stuttgart, Ulm and Regensburg.

In attendance at the roadshow were 8 tourism players from several countries, including the Ministry of Heritage & Tourism Oman, Bahrain Tourism, Abu Dhabi, Anantara Iko Mauritius, Beachcomber, Tourism Shizouka, Herget Representation & Networking GmbH and Thailand Tourism. Some of the players have their representatives present including Tourism Oman represented by Gulf Air in the Frankfurt office and Tourism Shizouka.

The program included informative presentations for travel trade partners in Germany and a networking session about current tourism product updates in Sarawak. This roadshow with Tischler Reisen AG marks the first in-person event for STB in Europe since the pandemic.

Speaking at the event, STB’s Assistant Manager for Europe and Oceania market, Ms Pauline Lim stated, “We feel glad to be closer to our industry partners to highlight Sarawak tourism experience and to talk about the new updates from Sarawak and other key attractions to over 100 travel trade partners in Germany. We anticipate a good season in the coming years in Sarawak, together with the increased airlifts, in what we call, Sarawak has more to discover”.

Prior to the pandemic, Sarawak recorded more than 6,500 visitors from Germany in 2019. During the pandemic years to the present, the number of visitors from European countries dropped tremendously, but has shown an increase since May this year.

STB during the event presented its five key pillars in tourism attractions; Culture, Adventure, Nature, Food and Festival (CANFF) highlighting longhouse experience, adventure caving in Mulu UNESCO sites, wildlife experience in Bako National Park, cycling adventure as well as leisure activities in the Old Kuching Smart Heritage sites. Those are among the top interest of the German market.

Each evening in the 3 cities made completed by presenting Sarawak’s new tourism video highlighting the best in the city such as the newly opened Borneo Cultures Museum to adventure in the interior of Sarawak.

Tischler AG (2)


For more information about Sarawak and its destination, visit