Wednesday, March 6, 2024
Sarawak made waves at ITB Berlin 2024 by launching its innovative ‘Gateway to Borneo’ campaign, marking a significant moment. Aligned with ITB 2024’s theme, ‘Take Travel Technology to the Next Level. Together,’ Sarawak is embracing digitalization in tourism, ready to showcase its natural beauty to the world – highlighting Culture, Adventure, Nature, Food, and Festivals.
This campaign represents a rebranding effort, positioning Sarawak as the leading gateway to Borneo, including Kalimantan, Sabah, and Brunei. Through this initiative, Sarawak aims to enhance its appeal as a top tourist destination, inviting global travelers to embark on a journey of discovery and inspiration.
Complementing the campaign’s overarching theme is a refreshed “Sarawak More to Discover” (SMTD) destination logo, an update which maintains the vigour and excitement of the region’s marketing strategy – to position Sarawak as a plethora of culture, adventure, nature, food and festivals, along with authentic experiences not found anywhere else in the world and yet to be discovered.
The STMD logo serves as a visual representation of Sarawak’s pristine rainforests, the allure of its coastal waters and the colourful diverse ethnicities of its people. The logo also showcases the majestic silhouette of the Rhinoceros hornbill, an iconic symbol synonymous with Sarawak’s cherished moniker, “Land of the Hornbills”.
According to Sarawak’s Minister of Tourism, Creative Industry and Performing Arts YB Dato Seri Abdul Karim Rahman Hamzah, “We are thrilled to unveil the evolution of Sarawak’s tourism narratives with our ‘Gateway to Borneo’ campaign. It is not just a geographic distinction but also embodies a contemporary and timeless aesthetic, resonating with the evolving tastes of our discerning audience. This strategic move not only reinforces our commitment to digitalisation but also highlights Sarawak’s pivotal role as the entry point to the wonders of Borneo.”
Targeting 4 million visitors arrival in 2024, the Minister added, “We invite the world to uncover the wonders that await in Sarawak, as the ‘Gateway’ into a new world of experience, discovery, and inspiration; to breathtaking nature and boundless adventure, where the past resonates, and the future unfolds; and where there is So Much More to Discover.”
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