Home » Malaysia Travel News » Sarawak Aims to Convert Thai Interest Into Measurable Visitor Growth Through Immersive Travel Offerings and Partnerships Published on
January 26, 2026Sarawak is intensifying its presence in Thailand’s travel market, aiming to position itself as a premier gateway to Borneo while contributing to Malaysia’s ambitious tourism goals for 2026. The state marked its third consecutive participation at the Thai International Travel Fair (TITF) in Bangkok, a move aligned with Malaysia’s national Visit Malaysia Year campaign targeting 43 million arrivals.The Thai market has grown steadily in importance for Sarawak, with visitor numbers rising in 2025 compared to the previous year. This growth reflects a rising interest in the state’s combination of rich cultural heritage, pristine natural landscapes, and distinctive travel experiences. As competition within ASEAN destinations increases, Sarawak is focusing on sustained engagement with Thai travellers and tourism industry partners to convert interest into consistent visitation.At the fair, Sarawak was prominently featured within the Malaysia Pavilion, emphasizing its unique position as the only Malaysian Borneo destination represented. The state highlighted its offerings through diverse tourism experiences, ranging from rainforest treks and river adventures to wildlife encounters and immersive cultural programmes. Many of these experiences emphasize sustainability and active involvement with local communities, appealing to travellers seeking authentic and meaningful journeys.The four-day exhibition also provided an opportunity for industry networking. Officials met with travel agencies, tour operators, airline representatives, and other stakeholders to explore collaboration opportunities. Topics included strengthening air connectivity, launching joint promotions, and expanding familiarisation trips for travel professionals, with the goal of increasing awareness and translating it into tangible visitor growth.Advertisement AdvertisementAdvertisement AdvertisementAir access remains a top priority. Direct and convenient connections are critical for attracting regional visitors, and Sarawak is actively partnering with airlines and tour operators to create seamless travel options. Packages tailored to the preferences of Thai travellers aim to combine accessibility, affordability, and curated experiences, enhancing both short-term visits and longer stays.Sarawak’s consistent appearances at TITF reflect a strategic approach that prioritizes long-term visibility and credibility over one-off promotional campaigns. The state first joined the fair in 2024, participated in a northern Thailand edition in 2025, and returned to Bangkok in 2026. This sustained presence ensures that Sarawak remains top-of-mind among both consumers and industry professionals, reinforcing its reputation as a high-quality travel destination.Adv …
