KUALA LUMPUR – Sarawak took centre stage at ITB Berlin 2024, marking a groundbreaking moment with the launch of its “Gateway to Borneo” campaign.
In a press statement, the Sarawak Tourism Board (STB) said the campaign signifies a brand refresh and strategically positions Sarawak as the premier gateway to Borneo, encompassing Kalimantan, Sabah, and Brunei.
“Through this campaign, Sarawak aims to amplify its allure as a prime tourism destination, inviting global travellers to embark on a journey of discovery and inspiration.
“In line with ITB 2024’s theme, ‘Take Travel Technology to the Next Level Together,’ the campaign ushers in a new era of digitalisation in tourism, poised to share its natural pride with the world – a rich tapestry woven with threads of culture, adventure, nature, food, and festivals (CANFF).
“Complementing the campaign’s overarching theme is a refreshed ‘Sarawak More to Discover’ (SMTD) destination logo, an update that maintains the vigour and excitement of the region’s marketing strategy – to position Sarawak as a plethora of culture, adventure, nature, food, and festivals, along with authentic experiences not found anywhere else in the world and yet to be discovered.
“The STMD logo serves as a visual representation of Sarawak’s pristine rainforests, the allure of its coastal waters, and the colourful, diverse ethnicities of its people.
“The logo also showcases the majestic silhouette of the rhinoceros hornbill, an iconic symbol synonymous with Sarawak’s cherished moniker, ‘Land of the Hornbills’,” it said.
Meanwhile, Sarawak’s Tourism, Creative Industry, and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah said, “We are thrilled to unveil the evolution of Sarawak’s tourism narratives with our ‘Gateway to Borneo’ campaign.”
“It is not just a geographic distinction but also embodies a contemporary and timeless aesthetic, resonating with the evolving tastes of our discerning audience.
“This strategic move not only reinforces our commitment to digitalisation but also highlights Sarawak’s pivotal role as the entry point to the wonders of Borneo,” he said, adding that the state will be targeting four million visitor arrivals in 2024. – March 23, 2024