Sarawak, Malaysia's largest state, will become more accessible to international travellers following the signing of a new Memorandum of Understanding between the Sarawak Tourism Board (STB) and Royal Brunei Airlines (RB) at the recent ITB (Internationale Tourismus-Borse) China 2026, which was held in Shanghai.
The partnership not only aims to boost tourism growth and strengthen travel connectivity in both countries and international markets, but also supports efforts to position Sarawak as the "Gateway to Borneo".
Both STB and RB will work together on tourism promotion, destination marketing and other initiatives aimed at increasing Sarawak's visibility to important markets, including China and Russia.
"Connectivity remains an important component in supporting our ongoing tourism growth and international outreach efforts," said STB chief executive officer Sharzede Salleh Askor.
The collaboration is also in line with STB's broader efforts to strengthen the state's presence through trade collaborations and consumer engagement initiatives as a way to attract more people into Sarawak.
RB interim chief executive officer Col Norsuriati Sharbini said China continues to be a crucial market for both the airline and the Bornean island.
"Through our established network and existing partnerships, we remain committed to enhancing regional access and welcoming tourists to discover the richness and diversity of Borneo," she shared. – Gisele Soo
