Copyright dayakdaily
By DayakDaily Team KUCHING, Nov 1: Sarawak Tourism Board (STB), in collaboration with Royal Brunei Airlines (RBA), has revitalised its engagement with the China market through a business networking seminar in Beijing and Taiyuan, marking a strategic move ahead of Visit Malaysia Year 2026. The seminar, held from October 28 to 30, 2025, targeted northern China’s key hubs and brought together Sarawak tourism operators, Chinese travel agents, airline partners, and media representatives. The programme successfully fostered trade partnerships, raised awareness of Sarawak’s tourism products, and explored opportunities for collaborative tour development. STB’s Marketing Director for North Asia and New Markets, Dylan Redas Noel, said the mission was more than a seminar and described it as a reconnection. “China remains a key market, and with Beijing and Taiyuan as gateways, we are rebuilding strong, lasting relationships with our partners,” he said in a recent statement. Noel expressed gratitude to RBA for reviving direct connectivity to Sarawak, describing the collaboration as a bridge between cultures, people, and shared ambitions. The Beijing, Bandar Seri Begawan, and Kuching route was highlighted as a vital link, with RBA sponsoring return tickets to Kuching for lucky draw winners to experience Sarawak’s hospitality firsthand. As part of the programme, STB conducted courtesy visits to major online travel platforms, including C Trip, Qunar, and Malaysia Airlines’ Beijing office, to strengthen industry ties and raise Sarawak’s visibility among Chinese consumers. The board emphasised its five tourism pillars—Culture, Adventure, Nature, Food, and Festivals—as key attractions for the Chinese market. —DayakDaily
