KUCHING, 17 February 2025 – Tourism Malaysia, in collaboration with the Sarawak Tourism Board, Business Events Sarawak, and the Sarawak Trade and Tourism Office Singapore, conducted a business-to-business (B2B) session and seminar today, connecting local tourism industry players with Singaporean travel agents under the “Meet- The-Experts” programme followed by a 4-day, 3-night familiarisation trip (FAM Trip) to Sibu, showcasing Sarawak’s rich cultural heritage, diverse ethnic communities and unique local cuisine.

Held at the Riverside Majestic Hotel Puteri Wing, 18 travel agents from Singapore had the opportunity to network with 25 local representatives, including travel agents, tourism product owners and hoteliers, for productive discussions, insights sharing and relationship building.

The newly appointed Director of Tourism Malaysia Sarawak, Ms Rubiah Tul Adwiyah Haji Md. Yusof officially opened the programme. In her address, she emphasized the importance of collaboration and innovation in promoting Sarawak as a premier travel destination.

“We anticipate this initiative will lead to the development of compelling travel packages and promotions that highlight Sarawak as a must-visit destination for Singaporeans, especially given the 26 weekly flights currently operating between Singapore and Sarawak. The programme also aims to foster the development of responsible tourism experiences that will entice regular Singaporean tourists to Sarawak for the upcoming Visit Malaysia 2026 (VM2026).”

Beyond the B2B sessions, the FAM trip to Sibu allows participants to immerse themselves in the Borneo Rainforest, enjoy a scenic journey along Malaysia’s longest river - the Rajang River, and experience the vibrant Iban culture as well as the Melanau Heritage Trail, apart from culinary delights, and the warm hospitality of local communities.

First launched in 2022, the “Meet-The-Experts” programme is an initiative by Tourism Malaysia Singapore to foster collaboration and knowledge exchange between Malaysian travel trade partners and their Singaporean counterparts. The programme supports new business partnerships, contract renewals, product updates, and the development of attractive travel packages tailored for the Singaporean market.

Since its inception in Johor Bahru, followed by successful sessions in Selangor, Negeri Sembilan, Sabah, and Kelantan, the “Meet-The-Experts” programme has sparked enthusiastic participation, resulting in the creation of 268 unique travel packages showcasing Malaysia’s hidden gems and enriching cultural experiences.

The ASEAN market has predominantly been the primary contributor to Malaysia’s tourism sector, with Singapore ranking as the top source of tourist-generating markets, contributing significantly to the 18.9 million visitors from January to December 2024.

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About Tourism Malaysia

Malaysia Tourism Promotion Board, also known as Tourism Malaysia, is an agency under the Ministry of Tourism, Arts & Culture Malaysia. It focuses on the specific task of promoting Malaysia as a preferred tourism destination. Since its inception, it has emerged as a major player in the international tourism scene.

The next Visit Malaysia Year, set to take place in 2026, will commemorate the sustainability of the nation's tourism industry, which is also in line with the United Nations Sustainable Development Goals (UNSDG).

Furthermore, Tourism Malaysia actively endorses the Indonesia-Malaysia-Thailand Growth Triangle (IMT-GT), working towards the realisation of the IMT-GT Visiting Year 2023-2025, with the shared aim of promoting the region as a unified tourism destination. For more information, visit Tourism Malaysia’s social media accounts on Facebook, Instagram, Twitter, YouTube, and TikTok.

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