by AKMAR ANNUAR

WITH the aroma of laksa Sarawak and tales of misty forests, the Sarawak Tourism Board (STB) brought the spirit of Borneo to life at Taipei’s 2024 International Travel Fair.

STB’s showcase, in collaboration with Royal Brunei Taiwan, was more than an invitation — it was a sensory experience tailored to Taiwanese tourists with a taste for discovery.

Alongside immersive culinary and adventure packages, Taiwanese visitors were introduced to Sarawak’s UNESCO-listed national parks and traditional longhouse culture, drawing crowds and sparking plans for future travels.

Held from Nov 1-4 at the Nangang Exhibition Hall, the fair attracted nearly 350,000 visitors, keen to explore the array of international travel options on display.

Taipei’s 2024 International Travel Fair (ITF 2024) featured over 1,500 booths from 111 countries, affirming its status as a vital platform for global tourism.

Against the bustling backdrop, Sarawak’s UNESCO-listed Mulu and Niah National Parks, famed wildlife sanctuaries and immersive longhouse stays resonated strongly with Taiwanese attendees, who are known for their interest in nature-rich, culturally immersive holidays.

Traditional culinary favourites such as laksa Sarawak and mi kolok also drew enthusiastic attention, painting a vivid picture of the region’s rich food heritage.

Presenting its diverse tourism pillars — Culture, Adventure, Nature, Festivals and Food — the STB booth offered a comprehensive journey into Sarawak’s natural and cultural offerings, sparking curiosity among Taiwanese tourists looking for authentic travel experiences.

The booth also introduced exclusive Sarawak travel packages in collaboration with three Taiwanese travel firms, further enhancing appeal.

Meanwhile, Royal Brunei Taiwan highlighted a dual-destination option, inviting travellers to combine Kuching with a trip to Brunei, promising a multifaceted adventure.

STB North Asia and New Markets marketing director Dylan Redas Noel, highlighted the strong interest from Taiwanese visitors, noting Sarawak’s appeal to Taiwan’s travel preferences.

“We are thrilled by the positive reception from Taiwanese travellers at ITF 2024. Sarawak’s offerings align seamlessly with Taiwan’s market preferences, and we’re confident this enthusiasm will drive an increase in Taiwanese visitor arrivals,” he said.

Earlier in the year, a business-to-business session in Taipei and Taichung fuelled interest, with Taiwan emerging as a key source market for Sarawak.