Tourism Malaysia, in partnership with the Sarawak Tourism Board, Business Events Sarawak, and the Sarawak Trade and Tourism Office Singapore, organized a business-to-business (B2B) seminar on February 17.

This event provided a platform for 18 travel agents from Singapore to engage with 25 local representatives in the tourism sector. Under the “Meet The Experts” program, they participated in a familiarization trip to Sibu, showcasing the cultural richness and diverse ethnic heritage of Sarawak.

The session aimed to facilitate discussions and relationship building amongst tourism professionals. Rubiah Tul Adwiyah Haji Md. Yusof, the newly appointed director of Tourism Malaysia Sarawak, opened the program, underscoring the need for collaboration in promoting Sarawak as a preferred travel destination.

Yusof expressed hopes that this initiative would lead to innovative travel packages targeting Singaporeans, especially with the 26 weekly flights operating between Singapore and Sarawak. The program is a follow-up to the Meet The Experts initiative started in 2022, which has fostered numerous successful collaborations within the ASEAN tourism market, particularly with Singapore being a major contributor to Malaysia’s tourism sector.