Sarawak drive tourism growth with Indonesia roadshow

In a significant move to bolster cross-border tourism, the Sarawak Tourism Board (STB) has once again teamed up with AirAsia to organize the Sarawak Gateway to Borneo Roadshow. Held in Jakarta and Balikpapan, the roadshow’s aim is to promote Sarawak, Malaysia, as the primary gateway to the diverse and adventurous island of Borneo. This initiative underscores the importance of strengthening tourism links between Sarawak and Indonesia, with a focus on enhancing accessibility and providing Indonesian travellers with a seamless, enriching experience.

The roadshow highlighted Sarawak’s strategic position as the “Gateway to Borneo,” a launchpad for travellers wishing to explore not only Sarawak itself but also the neighbouring regions of Kalimantan in Indonesia, Sabah in Malaysia, and Brunei. Sarawak is renowned for its cultural heritage, natural wonders, and adventure-filled experiences, all of which contribute to its appeal as a multifaceted destination. With its extensive range of attractions, including UNESCO World Heritage Sites such as Mulu National Park and the upcoming UNESCO Global Geopark at Sarawak Delta, the region offers something for every kind of traveller.

Enhanced Connectivity and Increased Accessibility

One of the key highlights of this collaboration is the improvement in connectivity between Indonesia and Sarawak. AirAsia now operates daily flights from Jakarta to Kuching, making travel between the two destinations more convenient. Previously, this route operated only three times a week, but the increase in frequency reflects the growing demand and the airline’s commitment to fostering greater travel options for Indonesian visitors. Additionally, land routes through Kalimantan Barat make it even easier for Indonesian travellers to explore Sarawak by road, further expanding the region’s accessibility.

Sarawak’s appeal is not limited to nature and adventure; it also caters to a broad spectrum of travellers, including Muslim tourists. The state’s growing list of Muslim-friendly attractions and services, such as prayer facilities and culturally inclusive experiences, enhances its attractiveness as a well-rounded destination. The roadshow also featured several key tourism partners, including travel agencies like Cat City Holidays, Ping Sing Travel & Tours, and Great Leap Tours, which presented a wide variety of travel packages tailored to meet the diverse interests of Indonesian visitors. Hotel representatives from Hemisphere Corporation and Imperial Hotel showcased premium accommodations, ensuring that travellers can enjoy top-notch comfort during their stay.

A Stronger Future for Cross-Border Tourism

With the Sarawak Gateway to Borneo Roadshow, the STB is not only promoting Sarawak as a top tourist destination but also highlighting the region’s growing potential as a hub for Meetings, Incentives, Conferences, and Exhibitions (MICE). By focusing on creating a balanced tourism ecosystem that combines culture, relaxation, and adventure, the roadshow serves as a platform to introduce new opportunities for collaboration between Sarawak and Indonesia’s travel industries.

As the roadshow continues to strengthen the ties between the two regions, STB remains optimistic that increased connectivity, coupled with Sarawak’s diverse offerings, will attract even more Indonesian travellers to explore the wonders of Borneo. With the solid cultural ties, direct flight access, and an increasing number of cross-border travel options, the roadshow reinforces the shared commitment to creating enriching, accessible, and memorable travel experiences for all.