Sarawak Tourism Expands to Korea

June 16, 2025

Sarawak Elevates North East Asia Tourism Engagements with Strategic Korea Outreach and World Expo Prep

SEOUL, 11 June 2025 – Sarawak Tourism Board (STB) continues to accelerate its presence in North East Asia markets with its presence at the Seoul International Travel Fair (SITF) 2025 and its first-ever trade outreach in Busan. This marks a significant milestone in STB’s wider regional strategy, to strengthen its footprint across strategic market clusters, particularly within the broader North East Asia region. The ongoing efforts in South Korea also reflect STB’s growing momentum ahead of its participation at the World Expo 2025 in Osaka, Kansai — a global platform to further elevate Sarawak’s presence in the North East Asia market and beyond.

Held from 5th to 8th June at COEX Convention Center in Seoul, SITF 2025 marked Sarawak’s third consecutive participation at South Korea’s largest tourism exhibition, which also celebrated its 40th anniversary. Sarawak’s colourful showcase featured cultural performances and interactive experiences that brought the state’s Culture, Adventure, Nature, Food, and Festivals (CANFF) pillars to life.

“Our focus goes beyond a single event—we’re building market clusters that make long-term sense for Sarawak,” said Puan Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board. “By deepening engagements in Korea while expanding collaborative networks across North East Asia, we’re shaping Sarawak’s visibility in line with global travel trends. Our goal is to ensure Sarawak resonates with travellers not just in Seoul, but in Osaka and beyond.”

Visitors engage with Sarawak Tourism Board delegates at the Sarawak Tourism Board booth during the 2025 Seoul International Travel Fair (SITF), held in South Korea. The booth attracted strong interest with its showcase of Sarawak’s rich culture, nature, and unique travel experiences.

Korean arrivals to Sarawak reached 12,972 in 2024, reflecting a 20% increase compared to pre covid in 2019. This steady growth highlights the effectiveness of STB’s sustained marketing efforts and digital outreach in the Korean market. The momentum was further strengthened by Post-Event Product Updates held in Seoul and, for the first time, Busan from 9 to 10 June. The Busan session marked a historic first outreach in South Korea’s second-largest city, reinforcing STB’s commitment to expanding beyond capital-centric tourism promotion.
The Product Updates attracted top-tier outbound travel agents, providing firsthand insights into Sarawak’s latest offerings through presentations, destination briefings, and curated networking sessions. Sarawak’s delegation featured tourism players including Innosar Holiday, Grand Margherita Hotel & Riverside Majestic Hotels, and the Sarawak Golf Tourism Association, each presenting fresh travel packages tailored for Korean travellers.
To amplify awareness, STB launched Korean-language Facebook and Instagram pages and collaborated with local influencers to extend digital reach. The Sarawak Pavilion at SITF buzzed with traditional dance, interactive displays, and live booth content, drawing thousands of Korean visitors over the four-day fair.

Beyond South Korea, STB is also ramping up preparations for its participation in the World Expo 2025 in Osaka, Kansai, aligning with Malaysia’s national branding and positioning Sarawak gastronomy. This initiative marks a key expansion of STB’s focus into North East Asia, with Japan identified as a high-value market for long-haul travellers seeking authentic experiences in Southeast Asia.
The recent initiatives are part of STB’s larger ASEAN-North East Asia cluster strategy, connecting multiple feeder markets to Sarawak under one cohesive regional framework. With Visit Malaysia Year 2026 on the horizon, STB’s integrated approach aims to solidify Sarawak’s reputation as the Gateway to Borneo and a must-visit destination in Asia.