As the Muslim world marked Eid al-Adha yesterday, 27th May, two of Southeast Asia’s leading Muslim-majority nations signed a key tourism promotion agreement at ITB China 2026.
Through this agreement, Malaysia’s Sarawak Tourism Board (STB) and Brunei flag-carrier Royal Brunei Airlines seek to strengthen the connection between tourism and aviation.
In doing so, these sectors will continue to work in synergy as destinations compete, recover and grow in an increasingly connected global travel landscape.
As STB chief executive Dr Sharzede Datu Haji Salleh Askor put it: “Through this partnership, we look forward to working together on priority routes, feeder markets, trade engagement, familiarisation, and collaboration.”
She added that the understanding also means to ensure that Sarawak is more visible, more accessible, and better positioned for travellers who looking for cultural and nature-centric experiences, adventure, food, festivals, and a meaningful journey in Borneo.
Five decades of partnership
For her part, Royal Brunei Airlines interim CEO Colonel Norsuriati Sharbini highlighted the airline’s longstanding relationship with Sarawak which dates back to 1977 when the route between Bandar Seri Begawan and Kuching was introduced.
Sharbini said: “Over the years, this connection has continued to strengthen through our shared commitment towards tourism growth, regional connectivity, and promoting Borneo to the world. Today, we operate four weekly flights to Kuching, using our Airbus A320neo aircraft, offering convenient connectivity via Brunei to destinations across Southeast Asia, North Asia, Australia, the Middle East, and London.”
With reference to the ITB delegates attending the signing, she added that she sees see strong opportunities to further position Brunei and Borneo as attractive destinations for Chinese travelers, particularly those seeking culture, nature, adventure, wellness, and authentic experiences.
According to Sharbini: “Sarawak's rich heritage, natural beauty, and warm hospitality continue to make it a compelling destination for international visitors.”
Longstanding cooperation
What makes this partnership especially meaningful is that it goes beyond business collaboration.
Over the years, STB and Royal Brunei have worked closely together through tourism campaigns, roadshows, familiarisation trips, and international trade engagements to jointly promote Sarawak and Borneo internationally.
Sharbini recalled: “Last year alone, our teams collaborated during the Arabian Travel Market in Dubai, the One Borneo Roadshow in India, and joint engagements in Beijing and Taiyuan. We were also honored to continue this momentum through upcoming collaborations, including participation in the Seoul International Travel Fair.”
Askor added that, aside from this latest partnership with Royal Brunei, taking part in events like ITB China has been a great way to promote Sarawak to the world.
She said: [Such partnerships] allow us to engage directly with travel trade buyers, airlines, stakeholders, online travel agencies, tour operators, wholesalers, and tourism media. We look forward to a productive partnership and to the opportunities that will emerge from this shared commitment.”
