WORLD RECORDS TO THE NORDIC STAGE: SARAWAK AT MATKA TRAVEL FAIR 2026
Building on its recent Guinness World Records achievement and accelerating momentum towards Visit Malaysia 2026, Sarawak delivered a high- impact presence at MATKA Travel Fair 2026, Northern Europe’s largest travel trade and consumer exhibition, positioning the destination firmly within the Nordic long-haul travel market.
Helsinki Expo and Convention Centre, Sarawak’s participation formed a key pillar of the Sarawak Tourism Board’s (STB) European and Nordic market strategy, supporting Malaysia’s national tourism ambition of welcoming 43 million visitor arrivals in 2026, with particular emphasis on high-value long-haul markets such as Europe.
“Our continuous presence at MATKA Travel Fair 2026 shows the importance of this market,”
said Dr Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board.
“As Malaysia works towards its Visit Malaysia 2026 target of 43 million visitor arrivals,
Sarawak is committed to playing a meaningful and differentiated role in that journey. The
Nordic market values authenticity, sustainability, and meaningful travel, and Sarawak offers
all three at scale.”
STB’s participation at MATKA Travel Fair 2026 reflects Sarawak’s commitment to contributing to
Malaysia’s national tourism goals by strengthening engagement in high-yield European and Nordic
markets, particularly at the start of 2026. This momentum builds on encouraging recovery trends,
with Nordic visitor arrivals to Sarawak growing by nearly 30% from January to December
2025, reflecting renewed demand and growing confidence in long-haul travel to the destination.
As one of Malaysia’s most distinctive destinations, Sarawak’s participation at the region’s largest
travel exhibition went beyond destination promotion. Through immersive cultural showcases,
targeted trade engagements, and sustainability-led storytelling, Sarawak reinforced its readiness
to welcome discerning long-haul travellers seeking nature, culture, and purpose-driven
experiences. This sustained presence in the Nordic region reflects STB’s long-term market
development approach, which prioritises relationship-building, trade readiness, and alignment with
evolving traveller values.
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Over the four-day fair, Sarawak’s destination promotion booth served as a high-engagement
platform for Nordic travel agents, tour operators, media representatives, and influencers.
Structured business meetings and destination briefings generated new trade contacts and qualified
leads, strengthening Sarawak’s pipeline for post-event follow-up and conversion.
Destination presentations focused on Sarawak’s strengths in eco-tourism, nature-based
adventures, indigenous culture, and community-based tourism, aligning strongly with Nordic
travellers’ preference for responsible, immersive, and low-impact travel experiences.
Cultural storytelling emerged as one of Sarawak’s most compelling engagement tools at MATKA
Travel Fair 2026. On-stage sape music and traditional dance performances drew strong audience
interest, while hands-on bead-making workshops at the MATKA Experience Zone offered visitors
a direct and personal connection to Sarawak’s living heritage.
Sarawak’s impactful presence at MATKA Travel Fair 2026 reinforces its growing visibility in the
Nordic region at a pivotal moment for Malaysia’s tourism sector. By combining record-breaking
global recognition, authentic cultural storytelling, and strategic market engagement, Sarawak
continues to strengthen its position as a compelling long-haul destination during Visit Malaysia
Year 2026.
END
About Sarawak, Gateway to Borneo
A kaleidoscope of culture, adventure, nature, food and festivals: is the best description for Sarawak. Sarawak
comprises 34 ethnic tribes with their own unique traditions, lifestyles, music and food, while sharing their
warm hospitality. Malaysia’s largest state, Sarawak, endowed with some of the oldest rainforests on Earth.
Its vast landscape spans over 120,000 sq kms, with towering mountains and cool highlands, jagged limestone
formations and mysterious cave systems, winding rivers and quiet beaches; where adventures are waiting to
happen. Festivals are hosted throughout the year celebrate the eclectic blend of modern and traditional
culture, food, music and religious practices that can be found nowhere else. In Sarawak, there is always ‘More
to Discover’.
About Sarawak Tourism Board
Sarawak Tourism Board (STB) is the State’s key tourism promoter and has built a strong track record of global
recognition for its innovative campaigns, destination branding, and commitment to sustainability. In 2025,
Sarawak earned major international accolades, including the Best Stand Feature Award at WTM London
2025 for its Gateway to Borneo Pavilion and a placement among the Top 10 Most Desirable Regions
(Worldwide) at the Wanderlust Reader Travel Awards 2025. Sarawak also swept three honours at the TripZilla
Excellence Awards — Best Adventure Destination, Best Nature Destination, and Best Music Event
Destination for the Rainforest World Music Festival. The Gateway to Borneo campaign received the PATA
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Gold Award and the HSMAI Adrian Bronze Award, while STB was further recognised with the Most Promising
New Destination title at the OTM Excellence Awards, the One to Watch Award from 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 & Development at The BrandLaureate
Awards, received Tourism Board Campaign of the Year – Malaysia at the Travel Daily Media: Travel Trade
Excellence Awards, and won two Malaysia Public Relations Awards (MPRA) for its Sia Sitok campaign,
including Campaign of the Year. Other recognitions included the Bronze Award at the Putra Aria Brand
Awards and the Special Award for Covid-19 (Sia Sitok Sarawak) at the Sarawak Hornbill Tourism Awards.
In 2023, STB received the Nation’s Pride Award in Tourism Promotion Excellence at the BrandLaureate
BestBrands Awards, Campaign of the Year at MPRA for the Comeback Stronger Rainforest World Music
Festival campaign, and the Best Global PR Campaign Award at the DAVOS World Communications Forum
Award.
Earlier achievements include the PATA Gold Award 2022 for the Rainforest World Music Festival Virtual
Experience, the Golden City Gate 2019 Five-Star Award, the Marketing Excellence Awards 2021 (Excellence
in Mobile Marketing – Bronze), and another PATA Gold Award 2022 for the destination video A Journey
Awaits. The Rainforest World Music Festival and Borneo Jazz Festival Virtual Experiences were also
recognised in 2021 by the World Responsible Tourism Awards as Ones to Watch.
STB’s legacy of excellence continues to be strengthened by past milestones, including the Rainforest World
Music Festival being listed among Songlines Magazine’s Top 25 Best International Festivals (2011–2015),
the ASEAN PR Excellence Award 2015 Gold Award, and the Asia-Pacific Excellence Award 2016.
