KUCHING -- The Sarawak Tourism Board will participate in the World Travel Market in London next week to unveil its new marketing brand -- "Sarawak More Than A Paradise!" -- to industry players.
Its Chief Executive Officer Gracie Geikie said the travel market would be held at the Excel Exhibition Centre in Dockland from Nov 12 to 17.
"For the past decade, we've been using the marketing theme based on our culture, adventure and nature.
"In line with Sarawak's tourism offering to the world market, the marketing needs to be given a fresh new look," she said in a statement.
The event attracted more than 5,000 exhibitors from 193 countries and some 45,000 trade visitors last year.
Geikie said Sarawak Tourism Minister Datuk Seri Wong Soon Koh would be leading the state team which would have its booth at the Malaysian Pavillion, together with five Sarawakian companies.
Organised by the Reed Exhibition, the World Travel Market is regarded as the world's second largest travel event after the Berlin Tourism Fair in Germany.
Geikie also said Wong would launch STB's rebranding exercise on Monday aimed at promoting Sarawak as a preferred tourism destination with a myriad of "paradise".
The current tagline -- "Sarawak, The Hidden Paradise Of Borneo" -- being used since 1997, would be phased out to keep abreast with the changing times and travellers' tastes, she said.
She was confident that STB, the State Tourism Ministry's promotional and marketing arm, would continue to be in the forefront with the rebranding exercise to take it through the target markets in years ahead.
"From Monday, we will be using the new tagline and logo for our tourism promotions in the domestic and international markets," she added.
Courtesy of BERNAMA