STB ANNOUNCES COLLABORATION TO ENHANCE SARAWAK’S VISIBILITY IN MIDDLE EAST MARKET
KUCHING, May 2 (Bernama) -- The Sarawak Tourism Board (STB) has unveiled a marketing collaboration with Brunei Tourism and Royal Brunei Airlines at the Arabian Travel Market (ATM) 2025.
The ATM is a travel and tourism event held from April 28 to May 1 in Dubai, United Arab Emirates (UAE).
In a statement today, STB said the collaboration aims to promote Sarawak as an attractive holiday destination for Middle Eastern and Indian travellers.
The trilateral collaboration is anchored by increased flight frequencies between Dubai, Brunei Darussalam and Kuching, enabling seamless multi-destination travel via Royal Brunei Airlines.
“The Dubai–Brunei route now operates thrice weekly while Brunei-Kuching flights run four times weekly, offering fast and comfortable access to Sarawak’s unique blend of natural beauty and rich cultural heritage,” it said.
STB chief executive officer Sharzede Salleh Askor said Sarawak’s growing visibility on the international tourism stage is a testament to STB’s commitment to sustainable and culturally rich travel experiences.
“Through this strategic collaboration with Brunei Tourism and Royal Brunei Airlines, we are deepening regional partnerships and expanding access for discerning travellers from the Gulf Cooperation Council (GCC) and Indian markets — offering journeys that are Muslim-friendly, authentic and rooted in nature and heritage,” she said.
During ATM 2025, Sarawak Tourism Board hosted a dedicated Business-to-Business and Product Update Session, engaging a total of 50 travel agents from Dubai, the UAE, and other GCC countries.
-- BERNAMA
