The Sarawak Tourism Board (STB) participated in MATKA 2025, Northern Europe’s largest travel fair, held in Helsinki from January 16 to 19, 2025. The event provided an opportunity to highlight Sarawak’s unique blend of nature, culture, and sustainability to the Nordic market, known for its strong interest in eco-conscious travel.
Sarawak, Malaysia’s largest state, promoted its rich natural heritage, including the UNESCO-listed Mulu and Niah National Parks, as well as the Sarawak Delta Geopark. The board also showcased its vibrant cultural attractions, such as the Sarawak Cultural Village and the Borneo Cultures Museum. Visitors to the Sarawak booth experienced traditional sape music, nose flute performances, cultural dances, and tree bark painting demonstrations.
Sarawak’s participation alignes with Malaysia’s preparations for Visit Malaysia Year 2026, aiming to attract more Nordic travelers seeking immersive and sustainable tourism experiences.
With its commitment to responsible tourism and a diverse range of offerings, Sarawak sucessfully showcased its appeal as a destination where nature and culture come together. Nordic expats living in Asia might be the first to experience this before the rush.
