Sarawak Tourism Board Connects With Indonesian Travel Trade in Surabaya and Jakarta
Indonesia remains an important market for Sarawak, and the region is a close regional tourism partner due to longstanding cultural, historical, and geographical connections through Borneo, dayakdaily.com reported.
The Sarawak Tourism Board (STB) recently concluded a two-city business-to-business engagement tour in Surabaya and Jakarta to explore new travel packages, joint promotions, and improved connectivity with Indonesian travel trade partners. The ‘Sarawak: Gateway to Borneo Business Networking Session (B2B) Indonesia 2026’ brought industry representatives together on Sept. 28 in Surabaya and Sept. 30 in Jakarta. Tourism Malaysia supported the initiative by assembling Indonesian travel trade partners for the direct business networking sessions.
Networking and Trade Collaborations in Surabaya and Jakarta
The multi-city programme went beyond basic destination promotion to provide a functional platform for exchange. Tourism businesses from both regions shared market insights, analyzed traveler interests, and identified concrete areas for cross-border collaboration.
The agenda included destination updates, airline briefings, and structured Sarawak tourism product presentations. Participants engaged in one-to-one business matching sessions aimed at developing new travel packages, establishing joint promotional campaigns, improving regional connectivity, and broadening wider trade partnerships.
Strengthening Longstanding Regional Ties on Borneo
STB ASEAN and Domestic Marketing Director Gustino Basuan emphasized that the relationship extends well beyond mere geographical proximity. Basuan noted that Sarawak views the Indonesian market as vital while positioning the region as the ‘Gateway to Borneo’.
Through continued engagement, STB aims to explore opportunities that benefit businesses on both sides while offering travelers more incentives to discover the wider region. For Indonesian travel partners, the sessions provided direct exposure to Sarawak tourism experiences designed to cater to specific customer segments in their home market.
STB Pursues Long-Term Tourism Partnerships in Indonesia
STB plans to build directly on the professional connections established during the Surabaya and Jakarta engagements. The board will continue pursuing potential partnerships with travel trade players met during the programme as part of a long-term strategy to strengthen industry ties across Indonesia.
The initiative aligns with Sarawak's strategy to expand its tourism footprint, using shared heritage and improved transport links to sustain long-term visitor growth from neighboring Indonesia.