Discover the ‘Gateway to Borneo’ with Sarawak Tourism at the 54th MATTA Fair in Kuala Lumpur

Saturday, March 23, 2024

Sarawak took center stage at the 54th MATTA Fair, hosted at the Malaysia International Trade & Exhibition Centre (MITEC), with the debut of its ‘Gateway to Borneo’ campaign, a fresh and innovative branding effort. This campaign repositions Sarawak as a crucial entry point to Borneo, connecting Kalimantan, Sabah, and Brunei, and aims to boost its status as a premier tourism destination.

This move is designed to attract explorers and seekers of inspiration to discover the wonders of Sarawak. With ambitious goals for 2024, the Sarawak Tourism Board aims to draw 2.0 million domestic visitors, making up half of all expected tourist arrivals. The emphasis at the fair was on showcasing Sarawak’s rich tourism potential, facilitating the promotion and sale of travel packages through reputable industry partners, and enhancing connections with West Malaysian tour operators for future partnerships.

Sarawak Tourism is poised to offer attendees an immersive journey into the heart of the region at the MATTA Fair KL 2024. Through the ‘Gateway to Borneo’ campaign, they will provide a sneak peek into the enchanting appeal of Sarawak. Datuk Sebastian Ting Chiew Yew, Deputy Minister for Tourism, Sarawak shared “Our pavilion signifies more than just a physical presence; it symbolises Sarawak’s unwavering
commitment to showcase an immersive experience of the richness of our culture, the diversity of
our landscapes, and the warmth of our hospitality.”

The launch at the fair was an introduction to Sarawak Tourism’s new direction with “Gateway to Borneo” and the refreshed “Sarawak More to Discover” logo, following the initial launch at ITB Berlin. This event was a pivotal continuation of the Board’s efforts to amplify and give prominence to its communications and advertising strategies. The physical presence at MATTA Fair KL aimed to engage Domestic audiences in the ongoing narrative of ‘entering’ Sarawak as the “Gateway to Borneo”.

Targeting 4 million visitors arrival in 2024, the Deputy Minister added, “Our effort in 2023 helped to contribute a significant increase in arrivals from Malaysia and the neighboring countries, totaling over 1,770,000 domestic visitors and over 1,800,000 from Indonesia and Brunei – marking a remarkable 43% increase domestically and a staggering 182% increase regionally compared to 2022. We are optimistic that our continued efforts will propel Sarawak towards achieving our target of welcoming 4 million visitors worldwide in 2024.”

At the heart of this campaign lies the revitalised “Sarawak More to Discover” (SMTD) destination logo, an emblem that embodies the essence and excitement of Sarawak’s unique offerings. Designed to encapsulate the region’s rich tapestry of Culture, Adventure, Nature, Food, and Festivals (CANFF), the STMD logo serves as a visual ode to Sarawak’s pristine rainforests, coastal waters, and the kaleidoscope of ethnicities that call it home. Within its design, the majestic silhouette of the Rhinoceros hornbill stands tall, an iconic symbol synonymous with Sarawak’s cherished moniker, “Land of the Hornbills.”

Guests at the Sarawak Pavilion can look forward to a rich array of activities that showcase the area’s dynamic culture and stunning natural beauty. The lineup includes mesmerizing performances of Sape & local traditions, along with demonstrations of basket weaving and temporary tattooing, ensuring visitors get a real flavor of Sarawak. Moreover, thrilling giveaways await, enhancing the magical Sarawak adventure.

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