Thursday, January 11, 2018

Sarawak Tourism Board ramps up digital strategy as it cuts tradeshow presence

The Sarawak Tourism Board (STB) is cutting back on consumer fair and tradeshow participation in favour of digital advertising.

“We will substitute our presence with advertising on digital portals and encourage industry players to sell their packages through online platforms,” stated STB’s acting CEO Mary Wan Mering.

She added that the tourism board will be “very selective” about which B2B travel trade fairs to participate in.

In particular, STB intends to be present at niche fairs for suitable offerings like birding, diving and caving.

STB is also in the midst of researching what shows to attend in order to reach out to key markets including China, Japan, South Korea, Australia, New Zealand and Western Europe, according to Wan.

“This year, we are deliberating whether to attend ITB Berlin where traditionally we used to have space under the Tourism Malaysia pavilion,” she told TTG Asia.