Sarawak has been announced as the host of the Pacific Asia Travel Association (PATA) Travel Mart 2026, set to take place from 18–20 August 2026 at the Borneo Convention Centre Kuching (BCCK). The milestone event reinforces the state’s growing role as the Gateway to Borneo and a regional hub for sustainable and inclusive tourism.

The PATA Travel Mart will gather global tourism stakeholders, creating opportunities for partnerships, investments, and knowledge exchange. This announcement comes as Sarawak celebrates strong tourism growth, with 4.83 million visitor arrivals in 2024 — surpassing pre-pandemic levels — and continued momentum throughout 2025.

Sarawak Tourism Board (STB) Chief Executive Officer Puan Sharzede Datu Haji Salleh Askor said the hosting reflects Sarawak’s readiness to position itself as a global leader in responsible tourism.

“Sarawak is more than a destination; it is the natural entry point to one of the world’s most biodiverse regions. Hosting PTM 2026 allows us to connect Borneo with the world while championing tourism that is meaningful, sustainable, and inclusive,” she said.

Award-Winning Destination Marketing

Sarawak’s rising global profile has been strengthened by its internationally recognised “Sarawak, Gateway to Borneo”campaign, which won the PATA Gold Award 2025 for Best Destination Marketing Campaign (DMO – Asia). Launched in 2023 and unveiled globally at ITB Berlin 2024, the campaign highlights Sarawak’s pillars of Culture, Adventure, Nature, Food, and Festivals (CANFF).

World-Class Venue

The Borneo Convention Centre Kuching (BCCK), Sarawak’s flagship convention venue, will serve as the event’s main stage. With capacity for over 4,000 delegates, the centre is designed for international gatherings while adhering to sustainability and green building standards.

Boost to Visit Malaysia Year 2026

The hosting of PTM 2026 will complement Visit Malaysia Year 2026, aligning with Sarawak’s Post-COVID-19 Development Strategy 2030 (PCDS 2030) and Tourism Master Plan 3.0. The event is expected to amplify Sarawak’s tourism growth strategies, showcase its cultural and natural assets, and attract greater regional and international investment.

Proven Track Record

Sarawak has demonstrated its ability to stage world-class events, from the Rainforest World Music Festival — ranked among the world’s Top 25 international festivals by Songlines Magazine — to the International Energy Week 2025 and the ICCA Congress 2016.

With PTM 2026, Sarawak is set to further strengthen its standing as a premier host for international gatherings, fostering meaningful connections in the heart of Borneo while underlining its commitment to sustainable, inclusive tourism.