Cove 55 partnered with Sarawak Tourism Board at two high-profile international trade shows this autumn, ITB Asia in Singapore and WTM in London, to showcase the wonders of Borneo to the world.

At ITB Asia the Sarawak Tourism Board booth was alive with colour and sound as traditional dancers and musicians welcomed visitors to explore the stall and discover Sarawak’s hidden gems. Over on the main Cultural Stage, Sarawakian cultural dancers performed ethnic dances, and played traditional musical instruments such as the Sape and nose flute that resonated throughout the venue.


Sarawak Tourism Board with Cove 55 at ITB Asia 2023

ITB Asia 2023 marked a major success, garnering a 42% growth in attendance, with over 1,838 exhibitors and more than 1,300 top-tier industry buyers, participating in over 35,000 business appointments, coming together to foster long-term cooperation in the global travel industry.

“The 2023 edition of ITB Asia sent a clear signal – the global travel industry is back on track. We were happy to see so many new players, so many fresh faces – that’s the guarantee of a sustainable future for the entire industry. I hope a lot of them will join the ranks of recurring ITB Asia guests, as we are starting preparations for the next year already”, says Katrina Leung, Managing Director of Messe Berlin (Singapore), the organiser of MICE Show Asia, Travel Tech Asia and ITB Asia.

Sarawakian Performers on the ITB Asia Cultural Stage

In London, the Sarawak Tourism Board celebrated a surge in 2023 UK visitor arrivals with a robust presence at the ExCel in London for WTM 2023. STB also unveiled its UK campaign with National Geographic Traveller (UK) and Tripadvisor at the Sarawak Pavilion. These initiatives are set to further establish Sarawak as a premier eco-tourism destination with international recognition in anticipation of Visit Malaysia Year in 2026.

YB Dato Sri Haji Abdul Karim, said, “The UK market has played a pivotal role in Sarawak’s resurgence. From January to September 2023 alone, we welcomed 18,833 visitors from the United Kingdom. The growth rate of 216.74% in this segment is very impressive, as compared to the same period in 2022, when we hosted 5,944 UK visitors. Based on current trends, a total estimation of 25,110 visitor arrivals from UK into Sarawak is expected for 2023.”

This year, Cove 55 was one of STB’s key partners at the WTM event, offering a unique perspective on Sarawak’s natural beauty, diverse culture, festivals, and cuisine under the theme, “Sarawak – Now More Than Ever.”

Cove 55’s participation with STB at this important travel trade event served to further spotlight Sarawak’s incomparable attributes, encompassing its rich cultural diversity, thrilling adventures, pristine natural beauty, vibrant festivals, and delectable cuisine, all of which can be experience while staying at the boutique luxury resort.