Sarawak Tourism Board (STB), in collaboration with Tourism Malaysia, successfully participated in the Tourism Expo Japan (TEJ) 2024, held from 26 to 29 September at Tokyo Big Sight. This marks STB’s third year at the expo, demonstrating its ongoing commitment to the Japanese market. Following the event, STB hosted a post-engagement session with key Japanese tourism stakeholders on 30 September 2024 at Dai-ichi Hotel Tokyo, further solidifying relationships and exploring future collaborations to strengthen Sarawak’s presence in Japan.
TEJ, organised by the Japan Association of Travel Agents (JATA), is the largest travel expo in Japan since its inception in 2014. It serves as a platform for exhibitors and industry professionals from around the world to showcase destinations and engage in business discussions.
Japan is a critical market for Sarawak within the North Asia region, contributing significantly to its visitor growth. By August 2024, Sarawak recorded a 21% increase in visitor arrivals from Japan compared to the same period in 2023. STB’s participation in TEJ 2024 aimed to further boost its presence in Japan, raise Sarawak’s profile as a tourist destination, and reconnect with Japanese travel partners and prospective travellers.
Sarawak’s emphasis on sustainable development and green energy aligns well with Japan’s priorities, creating a mutual focus on the Sustainable Development Goals (SDGs). Sarawak actively advocates for several SDGs, including Quality Education (SDG 4), Sustainable Cities and Communities (SDG 11), Responsible Consumption and Production (SDG 12), Climate Action (SDG 13), and Partnerships for the Goals (SDG 17). This shared commitment strengthens the connection between Sarawak and Japan, fostering collaboration and tourism growth.
Sarawak offers a diverse range of attractions for Japanese travellers, who primarily visit for holidays and leisure. Key draws include cultural experiences, nature and wildlife adventures, and gastronomy, which are central to Sarawak’s five pillars: Culture, Adventure, Nature, Food, and Festivals (CANFF).
From left: Sarawak Tourism Board representatives Jun Tanaka, Catherine Huong, and Dylan Redas Noel, Director of Marketing for North Asia and New Market.
Sarawak is proud to host two UNESCO World Heritage Sites—Mulu National Park and Niah National Park. Niah National Park, in particular, is renowned for its archaeological significance as the site of Southeast Asia’s oldest human remains. The Sarawak Delta Geopark, Malaysia’s sixth national geopark, further enriches the region’s natural heritage and supports environmental conservation efforts.
Additionally, Sarawak’s cultural heritage is on full display at the Borneo Cultures Museum, the largest in Malaysia and second-largest in Southeast Asia. The Sarawak Cultural Village, an award-winning living museum, provides an authentic look into the daily lives and traditions of Sarawak’s major ethnic groups. Kuching, the capital city, has been recognised as both a “World Craft City” by the World Crafts Council and Malaysia’s first ‘Creative City of Gastronomy’ by UNESCO, reflecting Sarawak’s rich cultural and culinary diversity.
During the expo, STB held two days of pre-scheduled Business-to-Business (B2B) meetings with Japanese tourism stakeholders on 26 and 27 September, establishing new partnerships and strengthening existing ones. The following two days, 28 and 29 September, were dedicated to Business-to-Consumer (B2C) sessions, allowing the public to engage directly with Sarawak’s tourism offerings.
The event concluded with the post-engagement session at Dai-ichi Hotel Tokyo, where Sarawak’s tourism product updates were shared, and future collaborations were discussed. The session reaffirmed a shared commitment to sustainable tourism and ensured continued growth in Sarawak’s tourism sector. Sarawak’s participation in the Tourism Expo Japan 2024 not only showcased its diverse offerings but also reinforced its position as a unique and sustainable destination for Japanese travellers.
