Sarawak hosts PATA Travel Mart 2026 to engage international tourism

The PATA Travel Mart 2026 was hosted in Kuching, Sarawak, at the Borneo Convention Centre Kuching. The event brought together approximately 1,100 participants from 48 countries and destinations, including 221 international buyers representing 215 companies from 29 markets.

Hosted by the Sarawak Tourism Board and supported by Business Events Sarawak, the exhibition aimed to open international markets to emerging destinations. The event featured an artisan market, local food and beverage displays, and cultural entertainment to showcase Sarawak’s gastronomy, nature, and adventure experiences.

Russia maintained a significant presence through the ‘Discover Russia’ pavilion, which was the largest exhibition space at 144 square meters. The pavilion showcased various regions, including Moscow, Tatarstan, Dagestan, Kalmykia, Ryazan, Vladimir, Irkutsk, Amur, and Murmansk. The Russian delegation engaged in over 1,000 business meetings, establishing new connections with partners from China, India, and Malaysia, including discussions with China’s UTour Group.