KUCHING: Tourism Malaysia, in collaboration with the Sarawak Tourism Board (STB), Business Events Sarawak, and the Sarawak Trade and Tourism Office Singapore, held a business-to-business (B2B) session and seminar here yesterday (Feb 17).
It connected local tourism industry players with Singaporean travel agents under the “Meet-The-Experts” programme followed by familiarisation trip to Sibu.
Altogether 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, Rubiah Tul Adwiyah Md. Yusof officially opened the programme.
In her address, she emphasised 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 session, 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.
