KUCHING: The Sarawak Tourism Board (STB) has formed a strategic marketing partnership with Brunei Tourism and Royal Brunei Airlines, aiming to enhance Sarawak’s appeal to West Asian and Indian travellers. This collaboration was announced during the Arabian Travel Market (ATM) 2025 held in Dubai, United Arab Emirates (UAE), from April 28 to May 1.
In a statement released on Friday, STB highlighted the partnership’s focus on promoting Sarawak as an ideal holiday destination by capitalising on increased flight frequencies connecting Dubai, Brunei Darussalam, and Kuching. These developments will enable seamless travel between these regions, supported by Royal Brunei Airlines.
The Dubai-Brunei route now operates three times a week, while the Brunei-Kuching service runs four times a week, offering convenient access to Sarawak’s stunning natural beauty and rich cultural heritage.
Sharzede Salleh Askor, Chief Executive Officer of STB, expressed confidence that the growing international visibility of Sarawak underscores the Board’s commitment to promoting sustainable tourism experiences. He noted that the collaboration strengthens regional ties and enhances accessibility for travellers from the Gulf Cooperation Council (GCC) and India, offering unique, Muslim-friendly travel options rooted in nature and culture.
At ATM 2025, the Sarawak Tourism Board also hosted a Business-to-Business and Latest Product Development session, attracting 50 travel agents from Dubai, UAE, and other GCC countries.
–Astro Awani
