BorneoTalk

Sarawak, Brunei sign partnership to boost regional travel

SHANGHAI, CHINA, 27 May 2026 – Sarawak Tourism Board (STB) and Royal Brunei Airlines (RB) have signed a Memorandum of Understanding (MoU) to improve travel connectivity and raise Sarawak's profile as an international tourism destination.

The signing took place at ITB China 2026 in Shanghai. STB Chief Executive Officer, Dr Sharzede Datu Haji Salleh Askor and RB Interim Chief Executive Officer, Yang Mulia Puan Colonel Norsuriati Haji Sharbini signed the agreement on behalf of their respective organisations.

Under the partnership, both parties will work together to promote Sarawak as a travel destination and make it easier for visitors to reach the State, particularly from China and the North Asia region.

"Strategic collaborations such as this are important in strengthening accessibility, enhancing destination visibility, and creating greater opportunities to encourage travel into Sarawak and the wider Borneo region. As the Gateway to Borneo, connectivity remains an important component in supporting our ongoing tourism growth and international outreach efforts," said Dr Sharzede.

Colonel Norsuriati expressed similar optimism about the deal, saying, "We are pleased to strengthen our collaboration with Sarawak Tourism Board and our valued partners in China, as we continue to build on a long-standing relationship rooted in shared growth and connectivity. China remains a key market for Royal Brunei Airlines and the wider Borneo region, and together we see strong opportunities to further position Brunei and Sarawak as compelling destinations for travellers seeking authentic cultural, nature, and wellness experiences. Through our established network and ongoing partnerships, we remain committed to enhancing regional access and welcoming more visitors to discover the richness and diversity of Borneo."

The MoU was signed in the presence of STB Chairman, Dato Dennis Ngau and Song Kai, President of Beijing Longway International Travel, which serves as Royal Brunei Airlines' General Sales Agent in China.

Meanwhile, STB recently held its first Campus Roadshow and Student Engagement Programme with travel platform Qunar at Zhejiang International Studies University, introducing Sarawak to young Chinese travellers through interactive showcases covering the destination's culture, food, adventure, and festivals.

Both initiatives are part of STB's push to strengthen Sarawak's standing in international markets and reinforce its identity as the Gateway to Borneo.

Sarawak Travel, Malaysia, Borneo Royal Brunei Airlines ITB China

Hainan designated as Official Partner Province for ITB China 2027

SHANGHAI, 26 May 2026: The Hainan Province, upon the successful co-hosting of a dedicated networking and promotion session at ITB China 2026, is set to become the Official Partner Province for ITB China 2027.

This was made official earlier today during a signing ceremony of the Memorandum of Understanding between General-Director of the Department of Tourism Culture, Radio, Television and Sports of Hainan Province, Chen Tiejun and Managing Director of Messe Berlin (China), David Axiotis.

Read more: https://www.borneotalk.com/post/hainan-designated-as-official-partner-province-for-itb-china-2027

ITB China This is Hainan

Sarawak takes centre stage at ITB China 2026

SHANGHAI, CHINA, 25 May 2026: Sarawak made its presence felt once again at ITB China 2026, held from May 26 to 28 at the Shanghai World Expo Exhibition & Convention Centre. Read the news here: https://www.borneotalk.com/post/sarawak-takes-centre-stage-at-itb-china-2026

Sarawak Travel, Malaysia, Borneo Kementerian Pelancongan, Seni dan Budaya Malaysia Tourism Malaysia Ministry of Tourism, Creative Industry and Performing Arts Sarawak ITB China

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