Dubai, UAE – Sarawak Tourism Board (STB) is set to draw more tourists from the Middle East region through its participation in the Arabian Travel Market (ATM) 2023 held in Dubai from 1st to 4th May 2023 under Tourism Malaysia (TM) Pavilion at the Dubai World Trade Centre (DWTC).

With the theme “Working towards Net Zero”, STB highlighted sustainable travel trends and creating growth plans within important vertical industries that are consistent with the three United Nations (UN) Sustainable Development Goals (SDG) that STB is advocating – SDG 4 (Quality Education), SDG 12 (Responsible Consumption and Production), and SDG 17 (Partnership for the Goals).

STB Deputy CEO (Integrated Marketing Communications Division) Suriya Charles Buas said STB’s participation in ATM2023 was a golden opportunity to put Sarawak at visitors’ top of mind when it comes to ecotourism and responsible tourism in the Middle East region.

“I believe Sarawak’s distinctiveness and effort in upholding the pillars of Responsible Tourism is a great promotional point to position Sarawak as one of the leading stop-over spots in Malaysia,” he added.

Apart from highlighting Sarawak’s Culture, Adventure, Nature, Food, and Festivals (CANFF) attractions to tour agencies, potential investors, and international visitors, STB also emphasized the promotion of the newly launched Global Sia Sitok Vacation (GSSV) packages and STB’s iconic event the Rainforest World Music Festival (RWMF) to be held from 23rd to 25th June 2023 at Sarawak Cultural Village.

The GSSV campaign invites non-Sarawakians and foreigners to choose from over 140 travel packages and redeem RM100.00 e-vouchers for purchases over RM250.00 from 1st May to 16th July 2023 via the Enjoy Sarawak App which can be downloaded from Google Play Store and Apple Apps Store.

The Arabian Travel Market is the premier international travel and tourism trade show that enables inbound and outbound tourism professionals to capitalize on market opportunities in the Middle East. Popular tourist destinations from across the world congregate in Dubai to exhibit their brands alongside the greatest names in accommodation and hospitality, known tourist attractions, cutting-edge travel technology companies, and airlines.

The Tourism Malaysia Pavilion at the ATM 2023 hosted 64 exhibitors, ranging from hotels, destination management companies, tour operators, and state tourism boards.

For more information about Sarawak, log on to Sarawak Tourism Board’s website at

Suriya (left) with Masters Tours Senior Product Manager Ilse Schillemans from Belgium during one of STB’s B2B sessions at ATM2023 in Dubai.
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