AT the Matka Travel Fair in Helsinki, Finland, visitors had the opportunity to enjoy Sarawak’s rich traditions and heritage, highlighting the significance of cultural storytelling in engaging a global audience.
Live music performances of the sape, the traditional lute instrument of Sarawak’s Orang Ulu community, drew strong interest, along with traditional dances from various ethnic groups.
Visitors also enjoyed beadmaking workshops at the Matka experience zone, giving them a direct and personal connection to Sarawak’s living heritage.
Sarawak’s participation at the Matka fair last month not only positioned the state within the Nordic long-haul travel market but also supported Malaysia’s national tourism ambition of welcoming 43 million arrivals this year.
The fair is Northern Europe’s largest travel trade and consumer exhibition.
“Our continuous presence at the Matka Travel Fair shows the importance of this market,” Sarawak Tourism Board (STB) chief executive officer Sharzede Salleh Askor said.
As the nation works towards its Visit Malaysia 2026 target, she said Sarawak is committed to playing a significant role in achieving it.
“The Nordic market values authenticity, sustainability and meaningful travel, and Sarawak offers all three at scale,” she added.
STB strengthened its engagement in the high-yield European and Nordic markets during the four-day fair, building on encouraging recovery trends.
Nordic visitor arrivals to Sarawak grew by nearly 30% from January to December last year, reflecting renewed demand and growing confidence in long-haul travel to the state.
At its booth, Nordic travel agents, tour operators, media representatives and influencers engaged in business meetings and destination briefings, leading to new trade contacts for post-event follow-up and conversion.
The presentations focused on Sarawak’s strengths in ecotourism, nature-based adventures, indigenous culture and community-based tourism.
“This aligns strongly with Nordic travellers’ preference for responsible, immersive and low-impact travel experiences,” STB said.
STB added that this is in keeping with its long-term market development approach, which prioritises building relationships, trade readiness and alignment with evolving traveller values.
“Sarawak’s impactful presence at the Matka Travel Fair reinforces its growing visibility in the Nordic region at a pivotal moment for Malaysia’s tourism sector.
“By combining global recognition, authentic cultural storytelling and strategic market engagement, Sarawak continues to strengthen its position as a compelling long-haul destination during Visit Malaysia 2026,” it said.
