Sarawak tourism on showcase in German roadshow

Sarawak Tourism Board (STB) has just concluded its roadshow tour in Germany to promote Sarawak in four major cities; Freiburg, Stuttgart, Ulm and Regensburg.

Scheduled from 19 to 24 September, the roadshow was hosted in collaboration with Tischler Reisen AG, a local wholesale agent with extensive experience with the German market for more than 45 years in handling large tourist groups and creative long-distance travel offers.

Among those who attended the roadshow were the Ministry of Heritage & Tourism Oman, Bahrain Tourism, Abu Dhabi, Anantara Iko Mauritius, Beachcomber, Tourism Shizouka, Herget Representation & Networking GmbH and Thailand Tourism. Some players had their representatives present, including Tourism Oman, represented by Gulf Air in the Frankfurt office and Tourism Shizouka.

The programme included presentations for travel trade partners in Germany and a networking session about current tourism product updates in Sarawak. The roadshow with Tischler Reisen AG marked the first in-person event for STB in Europe since the pandemic.

STB’s assistant manager for Europe and Oceania market, Pauline Lim, stated it is glad to be closer to our industry partners to highlight the Sarawak tourism experience.

“We anticipate a good season in the coming years in Sarawak, together with the increased airlifts, in what we call Sarawak has more to discover”.

Before the pandemic, Sarawak recorded more than 6,500 visitors from Germany in 2019.

During the pandemic, the number of visitors from European countries dropped tremendously but has increased since May this year.

STB presented its five key pillars in tourism attractions during the event.

The focus was Culture, Adventure, Nature, Food and Festival (CANFF), highlighting longhouse experience, adventure caving in Mulu UNESCO sites, wildlife experience in Bako National Park, cycling adventure and leisure activities in the Old Kuching Smart Heritage sites.

Each evening in the three cities was completed by presenting Sarawak’s new tourism video highlighting the best in the city, such as the newly opened Borneo Cultures Museum to adventure in the interior of Sarawak.