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Sarawak being promoted via a large digital screen at the TEJ 2025 in Nagoya.
KUCHING (Oct 2): The Sarawak Tourism Board (STB) has reinforced its presence in Japan through a five-day, two-pronged initiative held across Tokyo and Nagoya, underscoring Japan’s significance as a key tourism market.
The effort combined STB’s participation at Tourism Expo Japan (TEJ) 2025 in Nagoya with a dedicated Product Update Session in Tokyo, further advancing engagement with Japanese trade partners and consumers.
At TEJ 2025, held at the Aichi Sky Expo, Sarawak was showcased under the Malaysia Pavilion, where the delegation connected with industry players and promoted Sarawak’s unique attractions.
The Sarawak booth served as a hub for product discovery and destination awareness, featuring Japanese content creator Jun Tanaka, who brought Sarawak’s stories to life through engaging activities.
In a statement, STB said the address by marketing manager for North Asia and New Market, Catherine Huong, delivered on behalf of chief executive officer Sharzede Datu Salleh Askor, acknowledged the support of Tourism Malaysia Tokyo and reaffirmed Sarawak’s long-term commitment to the Japanese market.
Momentum continued in Tokyo, where STB convened top travel agents for a half-day Product Update Session, organised in collaboration with Tourism Malaysia Tokyo.
The session highlighted Sarawak’s newest tourism products and travel packages, complemented by interactive exchanges to strengthen future collaborations.
“These initiatives build upon earlier promotional momentum, including the Serumpun Sarawak cultural showcase at Expo 2025 Osaka, which featured indigenous storytelling, culinary innovation, and creative arts,” STB said.
Together, these efforts further reinforced Sarawak’s positioning as a culturally rich, nature-inspired destination, while enhancing its competitive edge in a key international market.
“By combining consumer engagement in Nagoya with targeted trade outreach in Tokyo, STB effectively positioned Sarawak as a must-visit destination in Southeast Asia and strengthened its partnerships with Japanese stakeholders,” the board added.
Describing Sarawak as the “Gateway to Borneo,” STB highlighted its wealth of culture, adventure, nature, food, and festivals.
“Sarawak is home to 34 ethnic tribes, each with unique traditions, lifestyles, music, and food – all united by warm hospitality.
“As Malaysia’s largest state, Sarawak is endowed with ancient rainforests, vast landscapes, limestone formations, cave systems, and winding rivers where adventure awaits.
“Festivals hosted throughout the year celebrate Sarawak’s eclectic blend of modern and traditional culture, food, music, and beliefs – embodying the state’s tourism tagline, ‘More to Discover’.”
STB, as the state’s key tourism promoter, has earned global recognition for its innovative campaigns, destination branding, and sustainability commitment.
In 2025, STB’s Gateway to Borneo campaign received the PATA Gold Award for Best Destination Marketing Campaign (Asia), the Bronze HSMAI Adrian Award in Advertising, and the Most Promising New Destination award at the OTM Excellence Awards.
STB also won the One to Watch Award from the International Centre for Responsible Tourism in Southeast Asia (ICRT-SEA) and the Best Performance Award at the 40th Seoul International Travel Fair.
In 2024, STB was named Brand of the Year in Tourism Promotion and Development at The BrandLaureate Awards, won Tourism Board Campaign of the Year – Malaysia at the Travel Daily Media: Travel Trade Excellence Awards, and secured two Malaysia Public Relations Awards (MPRA) for its Sia Sitok campaign, including Campaign of the Year.
Additional honours included the Bronze Award at the Putra Aria Brand Awards, and the Special Award for Covid-19 Response (Sia Sitok Sarawak) at the Sarawak Hornbill Tourism Awards.
In 2023, STB received the Nation’s Pride Award in Tourism Promotion Excellence (BrandLaureate BestBrands Awards), Campaign of the Year (MPRA) for its ‘Comeback Stronger’ Rainforest World Music Festival campaign, and the Best Global PR Campaign Award at the DAVOS World Communications Forum Awards.
STB’s legacy of excellence extends over a decade, with accolades such as the PATA Gold Award (2022) for the Rainforest World Music Festival Virtual Experience, the Golden City Gate Five-Star Award (2019), and recognition from the World Responsible Tourism Awards (2021).
The Rainforest World Music Festival was also ranked among Songlines World Music Magazine’s Top 25 Best International Festivals for five consecutive years (2011-2015).
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