ITB Berlin News 2021 - Day 2 Edition

DAY 2 

WEDNESDAY 10 TH MARCH 2021 

ITB BERLIN NOW 2021 

AN EXTRAORDINARY 

SHOW FOR 

EXTRAORDINARY 

TIMES 

STANDING FIRMLY SIDE-BY-SIDE WITH 

THE GLOBAL TRAVEL COMMUNITY 

THROUGH ALL CHALLENGES 

NEWS 

#06 

OPENING PRESS 

CONFERENCE 

REGION 

#18 

ASIA 

SPECIAL FEATURE 

NATURE 

TOURISM 

#24 

#12 

EXCLUSIVE 

INTERVIEW 

SANDIAGA S. UNO 

Minister of Tourism and 

Creative Economy, Republic 

of Indonesia 

Start Planning Your Magical Journey 

to Wondрful Indonesia 

Mandalika Beach, West Nusa Tenggara

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VISIT THE ITB BERLIN NOW 

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I NEWS I 

EDITORIAL 

Richard Barnes 

Editor-in-Chief, 

ITB Berlin News 

The best way to weather 

the perfect storm 

In the midst of a perfect industry storm, 

ITB Berlin NOW this year has become a 

guiding light. Proof of the fact that industry 

players actively need such guidance and 

assistance is evidenced quite simply by 

the number of participants – over 3,500 

exhibitors. 

The show got off to an illustrious start 

yesterday, and there is no denying the 

success of this “virtual” edition, which, 

by necessity, remains “THE place to 

meet”. The focus of ITB Berlin NOW 

is clear. The key elements are business, 

networking, content and news. 

One can think of it as a platform where ALL 

industry players can actively participate 

in the discussion, listen and speak up, 

ask and learn, influence and reflect, in a 

“tailored” way. 

ITB Berlin NOW again have strong partners 

at their side. For example, Saxony is the 

Official Culture Destination. At ITB Berlin 

NOW, the German federal state is promoting 

itself as an outstanding destination for 

culture and city tourism as well as offering 

a unique nature experiences and adventure 

holidays. 

And the country of Georgia has this year 

been secured as Digital Adventure and 

Sustainability Partner – another debut 

to celebrate at this event. Georgia has 

entered into a 3-year partnership with the 

organisation. They will be ITB’s Official 

Cultural Destination in 2022 and the Official 

Host Country in 2023. 

Just more proof of the power of the ITB 

network as catalyst for getting business 

done - come rain or sunshine 

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CONTENTS 

#04 DAILY BRIEFING 

#05 NEWS 

#10 CONVENTION 

#11 TRADE TALK 

#12 EXCLUSIVE 

INTERVIEWS 

#18 REGIONAL SPOTLIGHT 

ASIA 

#23 GERMAN REGIONS 

BAVARIA 

SPECIAL FEATURES 

#24 NATURE TOURISM 

#25 GASTRONOMY & WINE TOURISM 

#28 CRUISES 

#30 LUXURY ACCOMODATION 

& TRAVEL 

32 GOLF TOURISM 

ITB BERLIN NEWS • WEDNESDAY 10 TH MARCH 2021 3

I NEWS I 

Daily 

Briefing 

By David Ruetz, 

Head of ITB Berlin NOW 

Welcome to day two of the show ... 

and what is an absolutely exceptional 

ITB Berlin NOW Convention. 

Today, the ITB Berlin Marketing and 

Distribution track awaits you. Topics 

will include digitalisation, sales and 

developments in the luxury market. 

Among the guests will be high-profile 

representatives from Booking.com and 

Amazon Web Services. In an exclusive global 

customer survey, ITB Berlin and Travelzoo 

examined customer confidence trends 

during these uncertain 

times of Covid-19. Christian 

Smart of Travelzoo will be 

discussing the findings in 

his keynote this morning. 

DON’T FORGET 

THAT AFTER 

THE SESSIONS, 

YOU CAN 

ACTIVELY JOIN 

IN DISCUSSIONS 

IN THE VARIOUS 

ITB BERLIN NOW 

CAFÉS. 

At 10:15 this morning, 

we’ll be seeing the ITB 

Keynote Interview: “From 

Mass to Meaningful Travel: 

Airbnb shares insights 

on Travel Trends and the 

Role of Hosting when 

travel recovers”. Here, the 

co-founder of Airnbnb, 

Nathan Blecharzyk, will 

be discussing how the 

pandemic has changed 

travel behaviour, how Airbnb has responded 

to the impact of the pandemic, and the 

future role of the sharing economy in the 

travel rebound. 

topic of the Future of Medical Tourism – at 

1:35pm – on stage 2. Medical tourism will 

also be the topic of a keynote – at 3:25pm, 

by Dr Anna Bialk-Wolf, of the Institute of 

Research of Medical Tourism, followed by 

the ITB Medical Tourism Award at 3:40pm. 

Philip C. Wolf, founder of Phocuswright, will 

be hosting several very important sessions, 

including the CEO interview: “The Future 

of Global and European Travel Distribution”, 

with Booking CEO, Glen Fogel; or “The 

Future of Asian Travel Distribution”, with 

Deep Kalra, CEO at 

MakeMyTrip. 

At 6pm, Stefan Leser, 

CEO at Langham 

Hospitality Group and 

Frank Trampert, SVP & 

Global MD - Commercial 

at Sabre Hospitality, will be 

addressing a topic that is 

front of mind with anyone 

working in or around the 

hospitality industry: “The 

Evolution of the Guest 

Experience – Creating 

Opportunities beyond the 

Room and beyond the 

Crisis”. 

Don’t forget that after the sessions, you can 

actively join in discussions in the various 

ITB Berlin NOW cafés. 

Luxury travel is a sector that has not only 

weathered the storm better than others, 

but also has big growth potential, and at 

1:25pm, on stage 1, our ITB Panel Discussion, 

hosted by Marc Aeberhard, will address, 

“What will the (Luxury) Hotel Industry 

look like in a post Covid Future?” There 

will also be a very timely roundtable on the 

See you there! 

4 ITB BERLIN NEWS • WEDNESDAY 10 TH MARCH 2021 

www.itb-berlin-news.com

I NEWS I 

2020/21 TO DO awards 

announced 

Equality and social responsibility under the spotlight 

at ITB Berlin NOW 

The winners of this year’s (and last year’s) editions of the 

TO DO Awards have been announced at ITB Berlin NOW. 

@Rutas Ancestrales Araucarias - Instagram 

The project “Rutas 

Ancestrales 

Araucarias” enables 

members of the 

indigenous Mapuche 

nation to tell their own 

story 

“EQUALITY IN TOURISM”: 

INITIATING POSITIVE CHANGE 

“RUTAS ANCESTRALES ARAUCARIAS” 

FROM CHILE WINS TO DO AWARD 2021 

SOCIALLY RESPONSIBLE TOURISM 

The project “Rutas 

Ancestrales Araucarias” 

enables members of the 

indigenous Mapuche nation 

to tell their own story and 

to decide for themselves 

at any time how to present 

themselves, their ways of life, 

their traditions, and values to 

their visitors. 

The Mapuche nation, who 

mainly live in the central and 

southern part of Chile, had 

to fight for centuries for the 

recognition of their rights and 

are still severely repressed by 

the state. Their ancestral land, 

for instance, has over the 

past centuries been reduced 

by military intervention from 

ten million hectares to a mere 

500,000 hectares. With this 

project, the Mapuche (Eng: 

“people of the earth”) are 

now consistently working on 

having their culture and ways 

of life recognised. 

In as early as 2012, several 

local communities in the area 

of Curarrehue, at the outskirts 

of the Villarrica National Park, 

came together to discuss the 

economic perspectives of 

their people. At this meeting, 

they developed the idea of 

community-based tourism. 

By 2014, tours along three 

routes across the region 

were offered, organised 

by local guides. Today, the 

project has found around 

30 local partners who share 

the Mapuche’s culture and 

ways of living with visitors. 

Various activities are offered 

along the routes, from storytelling 

about the Mapuche’s 

world view or local medicinal 

plants to visits to farms and 

vegetable gardens. The 

guest may also get actively 

involved 

The TO DO Award Human Rights in 

Tourism 2021 goes to “Equality in Tourism 

International”. The London-based 

organisation is committed to full gender 

equality for women in all areas of tourism. 

“Equality in Tourism” was founded in 

2018 with the objective of a consistent 

transformation of gender relations to 

create new, just, and sustainable forms 

of tourism and structures that maintain 

it. In its practical work, the organisation 

initiates projects and measures to 

promote gender equality, better access 

of women to areas of work in tourism, 

equal participation in decision-making 

processes within the entire tourism 

sector. In particular, the organisation 

Esfahk historic 

village, Iran 

gathers data on the gender situation 

in the tourism sector, as a basis for the 

development of strategies for change. 

For the London-based NGO, the human 

rights approach is a constructive one for 

the tourism industry. 

Apart from strategic needs analyses 

which make it possible to understand 

the relations within and between 

communities and to develop methods 

for positive change, “Equality in Tourism” 

develops gender awareness programmes. 

Organisational development and 

programme delivery – including strategic 

planning, change management, training 

programmes, and feasibility studies are 

also included in the range of activities 

LAST YEAR’S WINNERS 

HONOURED 

In a live session yesterday, Claudia Mitteneder In a 

live session yesterday, Claudia Mitteneder and Rika 

Jean-François announced the awards, explaining 

that as last year’s ITB was cancelled at short notice 

due to Covid-19, the two TO DO Award winners of 

2020 could not be honoured during a live event at the 

trade fair. So, during this year’s online TO DO Award 

ceremony, the projects Esfahk Historic Village, Iran 

and Banteay Chhmar Community Based Tourism, 

Cambodia were also presented and honoured 


I NEWS I 

Opening Press Conference 

ITB Berlin NOW centres on restarting the industry and fostering ideas 

for recovering post-crisis 

Opening Press Conference of ITB Berlin NOW with Monika 

Jones and Martin Ecknig, CEO, Messe Berlin GmbH 

Opening Press Conference 

of ITB Berlin NOW 

The digital edition of the World’s Leading 

Trade Show has kicked off at itb-now.com. 

With an innovative format for challenging 

times, a total of 3,513 exhibitors from 120 

countries are participating from 9 to 12 

March 2021. 

“We stand firmly side by side with the global travel 

community. No other industry on earth is a people’s 

business in the way that the travel industry is. In 

the past, and often in difficult times of political, 

diplomatic and military crisis, ITB Berlin has always 

offered a marketplace, brought people together 

and opened up communication channels when 

others were closed. An industry which blooms 

on exchanging ideas and broadening personal 

horizons, and which empowers the intercultural 

dialogue, has for the most part been forced 

to remain silent. It must not be totally inactive 

however. Thankfully, the big challenges we have 

had to confront since the pandemic began are 

also a force for good, bringing unbelievable energy 

and innovation. The industry would not be what it 

is if over the years it had not met the challenges 

of every age”, said Martin Ecknig, the new CEO of 

Messe Berlin. 

Tourism organisations and associations, travel 

technology providers, tour operators, the hotel 

industry and destination management companies 

(DMCs) are strongly represented this year. 

Taking as its slogan “The digital meet-up of the 

travel industry. Anytime. Anywhere.”, the show 

is providing ideal conditions for trade visitors 

to network, exchange ideas, stay well-informed 

and negotiate business with market players and 

tourism service providers from all over the world. 

The ITB Berlin NOW platform concentrates 

business, networking, content and news in one 

place, and with its Show Floor, streaming video, 

virtual cafés and intelligent matchmaking tools 

offers the best opportunities for successful trade 

show results. At the ITB Berlin NOW Convention, 

more than 280 leading international speakers, 

including more than 80 CEOs, are holding 

lectures and interviews in 180 virtual discussion 

rounds, offering their assessments and opinions 

on how the industry can overcome the impact of 

the coronavirus pandemic and shape a successful 

recovery. 

NO OTHER INDUSTRY 

ON EARTH IS A PEOPLE’S 

BUSINESS IN THE WAY THAT 

THE TRAVEL INDUSTRY IS. 

THINK TANK 

FOR RESTARTING TOURISM 

At the ITB Berlin NOW Convention, more than 280 

leading international speakers, including more 

than 80 CEOs, are holding lectures and interviews 

in 180 virtual discussion rounds, offering their 

assessments and opinions on how the industry 

can overcome the impact of the coronavirus 

pandemic and shape a successful recovery. 

Under the convention's heading “Rethink, 

Regenerate, Restart – Tourism for a Better Normal”, 

leading industry figures, scientists and visionary 

minds will examine the impact of the Covid-19 

pandemic on the global travel industry and offer 

qualified and practical advice for a recovery. 

In addition, over the four days of events at the 

global travel industry’s leading think tank, the 

programme includes topics such as sustainable 

travel, destination marketing and the changing 

MICE and business travel market. More than 280 

top-class speakers representing airlines, the hotel, 

cruise and package tour industries will share their 

views on future developments and trends in their 

respective sectors. 

REASONS TO HOLIDAY 

CLOSE TO HOME 

Last year, many Germans rediscovered holidaying 

at home. As the first Official Culture Destination at 

ITB Berlin NOW 2021, the federal state of Saxony 

is promoting itself as an outstanding destination 

for cultural and city tourism as well as offering a 

unique nature experiences. Next year it will be the 

host country of the World’s Largest Travel Trade 

Show. 

This year, at the start of a multi-year partnership, 

the spotlight is also on Georgia, the first Digital 

Adventure and Sustainability Partner. In 2022, it 

will be the trade show’s official cultural destination, 

before becoming the official host country in 2023 



I NEWS I 

Greece's tourism minister 

optimistic for 2021 season 

Greece is eying the 2021 season 

with confidence. "We are more than 

optimistic. We are ready to welcome 

international travellers," Greece's 

Minister of Tourism, Harry Theoharis 

said in a press conference at ITB Berlin 

NOW yesterday. 

The minister explained why Greece is confident 

about the summer season. "Our ambition is to 

be sure that Greece does all it can to guarantee 

health safety. Greece will not stop people from 

coming. They will just need to test negative to 

covid, even if not vaccinated," said the Minister. 

New national health protocols are being tested 

in April and will be implemented from May. 

They should be accompanied by the lifting of 

travel restrictions as the vaccination continues 

to roll out. "We see the end of this dark time," 

promised Harry Theoharis. 

Asked about which markets should see a 

quickest rebound, the Minister is clear: "It 

will depend very much how a vaccination 

Tunisia: 

expecting a 

great year for 

tourism again 

in 2022 

Harry 

Theoharis 

Greece's Minister 

of Tourism 

campaign is rolled out. For example we see 

demand picking from the UK as vaccination 

gains strength." 

Greece will lure European travellers with a new 

ad campaign, "All you want is Greece", due to 

come out prior to the summer season 

VISIT 

BR AND CARD 

Habib 

Ammar 

Tunisia's Minister 

of Tourism and 

Handicrafts 

ABU DHABI, TO 

BE EXPLORED 

IN ALL SAFETY 

Abu Dhabi is ready to welcome tourists again. 

"Although 2020 was a challenging year, we 

have a strong long-term projection for 23 

million travellers in 2030 compared to 11.35 

million in 2019," said Husain Ali AlHashmi, 

Europe & America Regional Manager, Abu 

Dhabi Department of Culture and Tourism, 

at a press conference on Tuesday. From this 

total, 42% of all travellers were from Europe, 

followed by Asia with 23% and the Middle- 

East with 13%. 

This year, Abu Dhabi is placing its hopes in a 

quick return of travellers from Russia as well 

as an emergence of Jewish tourism, thanks to 

the normalisation of relations with Israel. The 

Dubai Expo will also be an attractive element 

for Abu Dhabi, said AlHashmi. 

The country has already established a "Green 

List" comprising 13 countries exempted of 

compulsory quarantine. "The goal is to 

protect everyone. 50% of the population is 

already vaccinated, a number reaching 80% 

for workers in tourism. We also certify hotels 

of hygiene standards. 95% have already 

received a certification," said AlHashmi. 

Abu Dhabi international Airport's procedures 

for arriving visitors has been totally 

reimagined with additional safety protection. 

And after hotels, the Go Safe Certification 

programme has been expanded to include 

malls, museums, amusement parks and 

restaurants 

Tunisia's Minister of Tourism and 

Handicrafts, Habib Ammar, talked 

about the evolution of the tourism 

sector in his country during a live press 

conference at ITB Berlin NOW. 

According to the minister, Tunisia has been very 

successful in its fight against the pandemic 

and the implementation of health safety 

measures. According to the minister, despite 

a reopening of the country over the summer 

months, activity remained below expectation. 

A new focus is being placed on the strengthening 

of the domestic tourism sector. It will remain a 

priority this year with a national strategy being 

implemented to see more domestic travellers. 

"Tourism in the Sahara will be one of our strategic 

goals for 2021". 

Internationally, the Minister forecasts more 

travellers looking for sustainable activities. 

"Seaside tourism made the reputation of our 

country. It will remain the bulk of it in the future 

but we need to focus more on sustainable 

products. This will make Tunisia a year-round 

destination," said Ammar 

VISIT 

BR AND CARD 

VISIT 

BR AND CARD 


I NEWS I 

Empowering the 

"restart and reset" 

for travel industry 

growth 

Global B2B air-ticket solution provider Unififi says 

that while the Covid-19 pandemic stranded the world 

at home, it accelerated consumers' usage of online 

tools and platforms and saw a number of new digital 

providers come into the travel industry. 

Keeping Child 

Protection in Focus 

Dong Liu, the Founder of 

Unififi, says: "When we discuss 

the recovery with our new 

clients, we always talk about 

the mandate that every travel 

business should have – coming 

back more efficiently by 

capitalising on digitalisation." 

Among B2B flight distribution 

providers, Unififi says it has 

demonstrated the digitalised 

supply chain's value with 

strong resilience through the 

past year. 

Serving globally with IATA 

agent accreditation in four 

continents and the NDC tech 

license, it backs up its merchant 

partners with an all-in-one 

approach, covering content, 

technology, operations and 

customer service. 

"More than 60% of Unififi's 

aggregated supplies are 

competitive airfares, and 

there is a less than five 

seconds average search 

server response time, with a 

ticketing automation success 

rate of 96%, and customer 

satisfaction supported by 

the system's flight status 

monitoring. Either through API 

or web-based platforms, Unififi 

Cloud is empowering the travel 

business to gain a number of 

capabilities," adds Mr Liu. It 

offers: 

• Access to competitive fares 

aggregated from major GDSs, 

and direct connections to 

FSC and LCC airlines with 

NDC/API; 

• Fully automated self-service 

efficiency from search, 

ticketing, post-booking 

management, order, and 

financial related management 

processes; and 

• Attentive 24/7/365 English/ 

Chinese service, including 

thorough flight status 

monitoring 

VISIT 

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ECPAT and The Code urge the travel and tourism industry to keep 

child protection on their recovery agenda. 

The past year with the global Covid-19 

pandemic has had various impacts 

on people throughout the world. 

Economies are affected and many 

businesses are struggling for their own 

survival. Families relying on work in the 

tourism industry face unprecedented 

challenges. Without job opportunities, 

people in many countries are falling 

into poverty, which makes families 

and children more vulnerable to all 

forms of sexual exploitation, including 

trafficking. Offenders gain the trust of 

families and groom children, to exploit 

them for the production of online child 

abuse material or live-streaming. And 

offenders in the virtual environment 

are likely to follow up with direct travel 

to destinations once the restrictions 

are eased - to exploit children in 

person. 

Tuesday, 9 March 

10:30 – 11:00 

BREAKFAST BRIEFING 

New Trends and Challenges for 

Child Protection 

In the view of the restart of tourism, it is 

essential to ensure that child protection 

is prioritised by governments and the 

private sector. ECPAT and several 

organisations have already published 

a “Call for restarting travel & tourism 

with child protection in focus” on the 

occasion of World Tourism Day 2020. 

They are reiterating the Call for Action 

and discussing recommendations on 

how to make tourism fully responsible 

and sustainable, through the focus on 

child protection: 

Tuesday, 9 March 

13:00 – 13:30 

COFFEE BRIEFING 

Child Protection during 

Post-Covid Travel 

Wednesday, 10 March 

12:30 – 13:00 

LUNCH BRIEFING 

New Trends and Challenges for 

Child Protection 

Thursday, 11 March 

10:00 – 10: 

BREAKFAST BRIEFING 

Child Protection during Post- 

Covid Travel 

Learn more by visiting 

the BrandCards 

VISIT 

BR AND CARD 

VISIT 

BR AND CARD 

ECPAT Germany 

The Code 



ADVERTORIAL 

I NEWS I 

Redang Island, Terengganu 

Where is social 

distancing easy? 

On the islands and beaches 

of Malaysia, of course... 

As travellers yearn to get away from it all, it has been 

confirmed that one of the key criteria for the immediate post- 

Covid era will be "space". Thankfully, Malaysia's paradiselike 

islands and beaches abound in space, with the added 

advantage of being adorned with rich local cultures and 

food that is renowned worldwide. 

PULAU REDANG 

Dedicated to visitors who are 

looking for a tropical island 

getaway to release all their stress, 

Redang Island is the place to 

be. With dazzling white sands 

stretching along its beaches 

starkly contrasting against 

emerald forests, and pristine water 

glistening under the sun, Redang 

Island is truly a feast for the eyes, 

body, and soul. 

The island is located approximately 

45km off the coast of Kuala 

Terengganu on the northeastern 

side of the Malaysian peninsula. 

Designated as a marine park, 

Redang Island is a popular nesting 

ground for sea turtles and is 

known for the astonishing beauty 

of its preserved aquatic life. On 

Redang, there are many luxurious 

resorts and budget-friendly hotels 

to choose from. 

Pulau Redang also houses a huge 

mangrove forest, brimming with 

numerous species of flora and 

fauna; such as macaque monkeys 

and mouse deer. Visitors can also 

find wild orchids and white-bellied 

sea eagles on the island. 

LANGKAWI 

Langkawi is not called The Jewel 

of Kedah for nothing. Turquoise 

waters and glimmering powdery 

sands making this spectacular 

archipelago one of Malaysia's top 

holiday destinations. 

It is said that nature can heal the 

exhausted soul. A tour of Kilim 

Karst Geoforest Park offers some 

healing experiences with its 

spectacular collection of geo-sites. 

With just a short boat ride, visitors 

can appreciate the beauty of flora 

and fauna in the mangrove forests. 

On some lucky days, visitors can 

spot an otter or a dolphin in this 

emerald river! 

A ride on the Panorama SkyCab 

takes the visitor 650 metres from 

the land to get their adrenaline 

pumping while enjoying a 

panoramic view of the lush green 

forests and waterfalls. On the now 

world renowned SkyBridge, they 

walk along a 125-metre suspended 

bridge, 100 metres above ground, 

and stand in awe of the beautiful, 

breathtaking views. 

Langkawi also has duty-free 

status, making it the ultimate 

shopping haven. 

SIPADAN ISLAND 

Located in the Celebes Sea off 

Sabah in Malaysian Borneo, 

Sipadan Island is unlike any other 

in the world. 

Rated as one of the top diving sites 

in the world, Sipadan is dedicated 

to limited numbers of passionate 

scuba divers to observe the highly 

diverse tropical marine life there. 

It is renowned for its crystal-clear 

waters and vibrant blue hues 

from the skies, accompanied with 

the blessing of refreshing ocean 

scents. 

The island is inhabited by 

thousands of turtles, surrounded 

by colourful coral reefs, inhabited 

by an abundance of species. A 

breath-taking 500-metre drop-off 

awaits underwater enthusiasts 

from around the world 

VISIT 

BR AND CARD 

EAGLES FLYING 

OVER LANGKAWI 

GEOPARK 

EXPLORING THE 

MANGROVES ON 

LANGKAWI 

SIPADAN ISLAND, 

SABAH 


Dr Anna 

Bialk-Wolf 

Institute of Research 

& Development of Medical 

Tourism 

Marek 

Andryszak 

CEO, TUI Deutschland 

A new approach 

to medical 

tourism 

Will package 

tours ever be 

the same again? 

In an ITB Berlin NOW keynote today, Dr Anna Bialk-Wolf, 

of the Institute of Research and Development of Medical 

Tourism, will discuss “A new approach to Medical Tourism”. 

We asked her to tell us a little more. 

Marek Andryszak CEO - TUI Deutschland will be speaking 

today at the ITB Berlin NOW Convention in a panel discussion 

on “Package travel in transition: what remains after Corona?” 

We asked him to give us a little foretaste of what we will hear. 

Initially, the concept of medical 

tourism included only traveling 

abroad with the intent to receive 

medical treatment. Other activities 

such as sightseeing, a programme 

for the accompanying traveller or 

recovering in a spa could also be 

seen a part of a medical tourism 

trip. The concept of medical 

tourism today concerns additional 

issues. The first major factor we 

can consider as an external one, 

underlines the conjunction of 

medical tourism with other types of 

tourism. In pre-Covid times, medical 

tourism was only a small niche with 

a few tourism stakeholders and a 

few medical clinics involved in the 

process. Currently, health matters 

have achieved a very high rank in 

developing the image of the tourism 

destination and the importance of 

it goes far beyond medical tourism. 

A second major issue is connected 

with increasing popularity of new 

forms of doctor-patient interaction 

generated mostly by technology. 

There is no longer the necessity 

of personal presence during the 

process of treatment, because 

even more can be done using 

telemedicine. 

What are your thoughts about this 

year’s ITB Berlin NOW? 

Regarding the exceptional situation, 

it is important to get the feeling 

of community and continuity. ITB 

NOW constitutes an important 

platform to fulfil these needs. On 

the other hand, I think that we have 

to handle more responsibility, and 

redefine our attitude to priorities 

and habits. But it is far beyond 

the scope of the medical tourism 

problem. The struggle between 

old and new will continue to shape 

our future, as always in a time of 

breakthrough 

We expect the package holidays 

to international destinations to 

rebound faster than individually 

booked vacations. Prospects 

for tourism are good, with 

holidaymakers spending more 

on their trips and booking higher 

quality. Many have extra room to 

manoeuvre in their budget, then 

choose a 5-star hotel over a 4-star 

hotel. Some also hold vouchers 

from 2020 because they had given 

up holidays in 2020 due to the 

Covid 19 crisis. 

How bright is the future of package 

tours? 

Generally speaking, the pandemic 

has spawned the come-back of 

package holidays. Guests can rely 

on the fact that they can cancel 

their booking in case of a travel 

warnings and will be repatriated – a 

big advantage over an individually 

booked trip. 

Where will the “sweet spots” be 

in 2021? 

The main destinations in the 

summer will be the classics: 

Spain, Greece, Turkey, Cyprus and 

Portugal - that is, Mediterranean 

first. We also expect high demand 

for land destinations, especially for 

Germany, Austria, Italy and Croatia. 

What are your thoughts about the 

format of this year’s ITB Berlin 

NOW? 

ITB was the global one-spot 

meeting point for the travel industry. 

In Berlin, you could meet many 

business partners and experience 

the best travel destinations. Of 

course, we have learned that this 

is also possible digitally, but it can’t 

replace the personal interaction. 

For 2021 ITB Berlin NOW is a good 

solution and I am optimistic that we 

will reconvene next year in Berlin, 

again 

Wednesday, 

10 March 2021 

15:25 - 15:35 

ITB KEYNOTE 

A new approach to Medical Tourism 

ITB Berlin NOW Convention Stage 2 

Wednesday, 


12:25 - 12:55 


Pauschalreise im Umbruch: Umtauschrechte, 

Flextarife, neue Anzahlungsregeln – was 

bleibt nach Corona? 




I TRADE TALK I 

The future 

of Asian travel 

distribution 

Deep Kalra 

CEO, MakeMytrip 

In an today's ITB Berlin NOW CEO Interview, Deep Kalra, 

CEO of MakeMytrip will be talking about "The Future of 

Asian Travel Distribution”. As a foretaste of presentation, 

we asked him how his organisation has been faring in these 

times, and how it has been adapting. 

The Covid-19 pandemic has been 

a black swan event for the global 

travel & tourism industry and 

has had a far-reaching impact, 

which we will perhaps continue 

to see for years to come. It’s 

also in times of adversity that 

the endurance and resilience 

of the industry, ecosystem and 

businesses gets truly known. 

From rewiring our strategy to 

focus on survival during the zerotravel 

phase, to readapting our 

offerings and innovating to offer 

safe, seamless and contactless 

travelling experience - we 

continued to reinvent ourselves 

for recovery and growth. All along 

we worked even more closely 

with the ecosystem to help bring 

back the industry on its feet faster. 

As the pandemic appears to be 

on the wane in India, we have 

successfully moved the needle to 

springing back a 169% quarteron-quarter 

growth, during the 

third quarter FY’21. 

What are some of the new 

strategic directions being taken? 

In the near-term, our primary 

focus remains on propelling the 

domestic travel demand. This is 

the segment that will continue 

to spearhead recovery and we 

are going after the opportunity 

through our new localised travel 

offerings and initiatives that 

have been designed with an aim 

to encourage Indians to explore 

more locally. We are also bullish on 

solving the need-gap for private 

or alternative accommodations – 

a trend that has emerged strong 

following the pandemic with 

travellers now actively considering 

both, hotels and non-hotels. 

Another trend that has found new 

force is the acceleration of online 

adoption across sectors including 

travel and we believe that it is 

only a matter of time before we 

start to accrue the benefits from 

the offline to online shift in travel 

booking behaviour. 

What advice can you give in 

terms of “next steps”? No doubt 

you will be expanding on these in 

your talk. 

In future, as cross-border leisure 

and business travel resumes, a 

smooth international travel market 

recovery will demand deeper and 

wider collaboration between 

countries and the larger travel 

ecosystem to introduce initiatives 

that promise greater safety and 

hygiene assurance to travellers. 

Ubiquitous safety protocols 

such as immunity certifications 

and vaccination passports will 

certainly hold key to boosting 

confidence amongst travellers 

and this to me will become the 

new travel norm 

Wednesday, 


16:40 - 16:55 

Make MyTrip/ 

IT’S ALL ABOUT 

TRAVEL 

Nurtured from the seed of a 

single great idea - to empower 

the traveller - MakeMyTrip 

is a pioneer in India’s online 

travel industry. Founded in 

the year 2000 by Deep Kalra, 

MakeMyTrip came to life to 

empower the Indian traveller 

with instant bookings and 

comprehensive choices. 

MakeMyTrip has stayed ahead 

of the curve by continually 

evolving its technology to meet 

the ever-changing demands 

of the rapidly developing 

global travel market, steadily 

establishing itself as India’s 

leading online travel company 

ITB CEO INTERVIEW 

The Future of Asian Travel 

Distribution 



I EXCLUSIVE INTERVIEW I 

Innovation, 

collaboration 

and adaptation 

- Indonesia's 

recipe for tourism 

recovery 

Exclusive Interview: 

Minister of Tourism and 

Creative Economy of the 

Republic of Indonesia, 

Sandiaga S. Uno 

INDONESIA @ ITB BERLIN NOW 

There are more than 

100 Indonesian tourism 

industry players 

participating in the first 

fully digital edition of 

ITB Berlin. 

Indonesia will run four 

exhibitor presentations: 

Tuesday, 


10:00 - 10:30 


INDONESIA – Travel Update and 

current measurements in Indonesia 

ITB Berlin NOW Convention 

Stage 2 

Wednesday, 


01:00 - 01:30 


INDONESIA HERITAGE: Explore 

Ecotourism and Community Based 

Tourism Activity (Sumatra, Java and Bali) 


All times are in CET 




Sandiaga S. Uno was recently appointed 

as Indonesia's Minister of Tourism and 

Creative Economy. We began by asking 

him what he will be doing differently to 

his predecessor. 

Our President, Joko Widodo, has entrusted me 

with a responsibility to develop Indonesian 

tourism, upon which more than 30-million people 

depend for their livelihoods in our country. Thus, 

rather than doing things differently, I prefer to 

continue the efforts and programmes of my 

predecessors to develop the tourism and creative 

economy of Indonesia. We will 

continue to focus on developing 

tourism and creative economy in 

the five Super Priority Destinations 

(DSP), under President Joko 

Widodo’s direction, namely Lake 

Toba I North Sumatra, Borobudur 

– Central Java, Mandalika – West 

Nusa Tenggara, Likupang – North 

Sulawesi, and Labuan Bajo – East 

Nusa Tenggara; and the backbone 

destinations, namely Bali, Jakarta, 

and Riau Islands. 

I must say that it is quite a 

challenge to develop tourism 

during this pandemic. However, 

since the President has not given 

us much time, we will carry out our programmes 

by working quickly and working together. We 

will also implement the MOTCE’s three pillars: 

namely innovation, collaboration, and adaptation, 

in order to obtain satisfying results. 

It is evident that the Covid crisis has had a 

massive impact on your economy. What is your 

plan moving forward? 

This pandemic has hit us all hard; not only in 

Indonesia, but also in the whole world. However, 

we cannot just stand-by waiting for situation 

to get better. We must manage to survive and 

strive in this pandemic situation. The Indonesia’s 

statistical organisation, in its latest report, noted 

that the national economy in 2020 experienced a 

contraction of 2.07%. Bali, one of the backbones of 

Indonesia tourism was minus 9.3% cumulatively 

in 2020, which is the deepest contraction for Bali 

Province. 

Cutting the transmission of Covid-19 is surely 

the key in reviving the tourism and creative 

economy sector. In addition, we must put our 

efforts into fostering confidence among tourists 

in order for them to travel back to Indonesia. Our 

"WE WILL 

CONTINUE TO 

FOCUS ON 

DEVELOPING 

TOURISM AND 

CREATIVE 

ECONOMY IN 

THE FIVE SUPER 

PRIORITY 

DESTINATIONS 

(DSP)..." 

current focus is on encouraging 

domestic tourists to travel 

within the country, in order to 

move the economic wheel, by 

campaigning #DiIndonesiaAja 

(Travel in Indonesia) and 

#BanggaBerwisatadiIndonesia 

(Proud of Traveling in Indonesia). 

The need to guarantee the 

safety and health of tourism 

service providers and visitors 

is our driving force to promote 

the programme of CHSE 

(Cleanliness, 

H e a l t h , 

Safety, and Environmental 

Sustainability). The aim of 

the programme is to ensure 

that the tourism products 

and destinations in Indonesia 

fulfil all health protocols and 

standards. This year, MoTCE 

targeted about 65,000 tourism 

industries to be CHSE- certified. 

The MOTCE also proposes 

that all workers in tourism 

and the creative economy are 

prioritised in the second phase 

of COVID-19 vaccinations. 

What are your thoughts about the current 

format of ITB Berlin NOW, and how important 

is this opportunity in helping you achieve your 

communication goals? 

In this pandemic situation, we must be able to 

adapt to the situation. The pandemic has made it 

impossible for us to have on-site exhibitions. Thus, 

adopting a digital format is highly compatible 

with the current situation. This has enabled us 

and our tourism and creative economy industry 

to continue promoting our tourism potential and 

tourism destinations, despite the pandemic. 

This is also in line with our strategy to adopt 

technology in the tourism and creative economy 

sectors. We have previously encouraged our 

tourism and creative economy 

actors to make use of digital 

technology in promoting 

their products. I believe 

that by using this digital 

format, we can still 

manage to undertake 

‘normal’ exhibition 

activities and to achieve 

our goals 

VISIT 

BRAND CAR D 

INDONESIA'S "QUICK 

WIN" STRATEGIES 

In order to recover tourism and creative 

industries amid the pandemic, as well as 

lowering the risk of surging cases, the 

Ministry of Tourism and Creative Economy/ 

Tourism and Creative Economy Agency 

(MoTCE/TCEA) has come up with “Quick 

Win” strategies during 2021, namely: 

1/ Implementing Cleanliness, Healthy, Safety, 

and Environmental Sustainability (CHSE) 

protocols in all tourist destinations as the 

primary focus; 

2/ Accelerating CHSE certification in all 

tourist destinations; 

3/ Crowd Control or visitor management that 

utilises specific technology; 

4/ Creating new attractions, such as 

events (MICE, festivals, concerts, art 

performance, etc.), wellness tourism, 

culinary tourism, sports tourism, golf, 

running, swimming, diving, paragliding, 

edutourism, ecotourism, etc. 

5/ Marketing through Big Data: 

Targeted and segmented-based 

marketing; 

• InDOnesia Care or I Do Care campaign 

to recover tourists' sense of security and 

safety; 

• Encouraging people to travel within 

the country with the featured hashtag 

#DiIndonesiaAjad. Encouraging 

people to help tourism and creative 

business through loving and using 

home-grown products with hashtags 

#BanggaBuatanIndonesia and 

#BeliKreatifLokal 

Bali 

Thursday, 


11:00 - 11:30 


INDONESIA ADVENTURE & RESPONSIBLE 

TOURISM: Experience the Colours of People, 

Culture & Nature (Java, Kalimantan, Sulawesi & Bali) 


Thursday, 


12:00 - 12:30 


INDONESIA SUSTAINABLE & LEISURE 

HOLIDAY: Visit the Paradise on the East: 

(Lombok, Komodo, Flores, Timor, Sumba, 

Papua and Bali) 


All times are in CET 



Italy eyes 

the future 


Maria Elena Rossi, director 

of Marketing and Promotion, 

ENIT – Italian National Tourist 

Board 




While the past year has been more than difficult for the 

global tourism industry, with Italy one of the first to be hit 

hard, all eyes are now pointed to the future. We spoke to 

Maria Elena Rossi, director of Marketing and Promotion, 

ENIT – Italian National Tourist Board, and asked her firstly 

to give us an overview of how her organisation has been 

dealing with the current situation. 

Media relations are crucial in 

times of crisis management, 

together with monitoring the 

sentiment and the news on all 

media and conversations, online 

and offline. Providing reliable 

information concerning the 

development of the pandemic, 

the safety measures of the Italian 

destinations and the tourism 

industry has been a priority for 

the restart of travel in summer 

2020, in particular for Italy 

as one of the world's leading 

destinations. Trust, accountability 

and reliability are more than 

ever crucial in re-establishing 

consumer confidence. When 

the borders were opened on 

June 3rd, 2020, as the first 

European country, we started a 

global cross-media campaign, 

"Travel to Italy", focusing on safe 

experiences in our country, with 

a diversified approach in three 

catchment areas: domestic, 

European and long-haul. On the 

domestic market, we focused 

the message on key values 

such as sustainability and 

responsibility, as most Italian 

regions have invested in tourism 

communication on the domestic 

market. On the European market, 

the call to action was focused on 

safe Italian summer experiences. 

For the long-haul markets, the 

message was inspirational. With 

our digital campaigns, we have 

reached over 1.2bn views. Finally, 

we developed a branded content 

campaign in major international 

magazines dedicated to Italian 

art cities, aiming at the highend 

contemporary traveller, to 

reposition Rome, Milan, Venice 

and Florence, together with cities 

such as Genoa, Turin, Parma, 

Bologna, Palermo, Bari, Naples, 

to mention a few. 

How are you communicating on 

a global level now and what will 

your strategy be in the short to 

mid-term? 

Our short-term strategy is in line 

with our 2020 approach, very 

flexible and alert, on the basis of 

the development of safety and 

sanitary management and of 

the opportunities of opening of 

markets in coming months. We 

have an “always on” cross-media 

communication activity, based on 

the 3 catchment areas we have 

identified. The message is both 

reassuring and inspiring and will 

be increasingly strong as the 

bookings for the summer holidays 

will start in different markets. We 

WE ARE PARTNERING WITH THE 

MAJOR TRAVEL COMPANIES AND 

ASSOCIATIONS IN THE MAIN LONG- 

HAUL SOURCE MARKETS FOR A 2022 

RESTART 

are mostly expecting travellers 

from Europe, UK and Ireland. In 

the mid-term, we are supporting 

the restart of air traffic and we 

will be hosting World Routes in 

Milan in Q3. We are partnering 

with the major travel companies 

and associations in the main 

long-haul source markets for a 

2022 restart. 

What do you think will be the 

first external markets to start 

opening back up to Italy? 

The German speaking, the 

Benelux, the Nordics, France, 

UK, Ireland and Spain are the 

main source markets for Italy and 

we expect a prompt restart for 

the summer. Sanitary passes and 

corridors, presently discussed by 

the international tourism industry 

and IATA are very promising. Italy 

has proved to be reliable and 

ready to restart with all safety 

measures set up by destinations 

and the tourism industry as a 

whole. 

Will the Covid crisis bring about 

any permanent change in your 

activities? If so, what? 

Hybrid events, artificial 

intelligence for visitor 

management and touchless 

technologies for safe and 

seamless travel are innovations 

that will stay after the Covid 

crisis. Also, multi-generational 

travellers, smaller groups, 

outdoor and more customised 

experiences and a sustainable 

approach to mobility and travel 

behaviour are trends that have 

been accelerated and will be 

further developed in coming 

years. Finally, the travel stop has 

raised awareness of the crucial 

role of the tourism industry for 

communities and economic 

development in many countries 

and the importance to balance 

growth with sustainability. 

What can people see in your 

virtual offering at ITB NOW? 

Almost 400 sellers from the 

Italian tourism industry, together 

with 11 regions and several 

local authorities from cities and 

destinations are participating 

in the marketplace. We are 

very proud to be coordinating 

such a large, professional and 

reliable tourism community, 

looking towards the future with 

optimism 

Thursday, 


13:00 

ENIT – OFFICIAL 

REPRESENTATIVE 

OF ITALY’S 

REGIONS 

ENIT promotes Italy as a global tourist 

destination both by marketing the 

different Regions and destinations 

and by developing a sustainable and 

balanced distribution throughout 

the year. Their strategy is focused on 

value growth, which implies market 

segmentation, investments both in 

leisure and the meeting industry, 

and stronger support for areas with 

potential. Special interests such as 

cycling, hiking, golfing and, in general, 

active holidays are growing fast and 

are consistent with the sustainable 

development and value growth of Italian 

tourism in the Alps, the Apennines and 

the Italian Islands. 

ITALY’S KEY 

SOURCE MARKETS 

Italy is traditionally the first tourist 

destination in Europe for travellers from 

extra-European countries, growing at a 

higher rate compared to its competitors. 

In these markets, efforts are generally 

being concentrated on the luxury 

segment, on Millennials and Gen Z. 

Germany is Italy’s #1 market with a 

value of more than €7bn in 2019. Italy’s 

promotional strategy has evolved 

in the last few years, focussing on 

segmentation and innovation. 

VISIT 

BRAND CAR D 

ITB SESSION 

Exhibitor presentation Italian 

National Tousim Board 

EXPO - Stage 2 



The new face 

of Malaysian 

tourism 


YB Dato’ Sri Hajah Nancy 

Shukri – Minister of Tourism, 

Arts and Culture, Malaysia 

COHESION 

IS WHAT 

THE 

INDUSTRY 

NEEDS 

MORE THAN 

EVER RIGHT 

NOW 

Since March 2020, YB Dato’ Sri Hajah Nancy binti Shukri 

has held the role of Minister of Tourism, Arts and Culture in 

Malaysia. We asked her what she expects from this year’s 

ITB Berlin NOW. 

ITB is one of the most important 

annual events in the tourism sector. 

During the past few years, several 

initiatives such as partnerships 

with major international airlines 

and the European Travel Agents 

& Tour Operators Association 

(ECTAA), tactical campaigns with 

tour operators and online travel 

agencies (OTAs), workshops, 

familiarisation and media trips 

as well as diverse collaborations 

with media had been established 

in Berlin during ITB. 

Through the current Covid-19 

pandemic, we continue with 

our aim to expand our network, 

strengthen partnerships and 

open ways for the coming years 

through the virtual ITB. The new 

format, ITB Berlin NOW, is indeed 

completely new for everyone. 

However, we are confident that 

it will serve as a great experience 

for trade exhibitors, buyers and 

media. Cohesion is what the 

industry needs more than ever 

right now. 

How important is tourism for the 

Malaysian economy? 

Tourism has always been, and 

will continue to be, a crucial 

industry for the country in 

stimulating businesses, trade 

and capital investments; creating 

jobs and entrepreneurialism; and 

protecting heritage and cultural 

values. This is the generally 

accepted view of tourism by other 

countries as well. 

Over the years, the tourism 

industry in Malaysia has grown 

significantly, both in terms of 

tourist arrivals as well as economic 

contribution. From a mere 5.5 

million tourist arrivals in 1998, 

contributing some RM8.5 billion 




in tourism receipts, Malaysia was 

expected to attract 30 million 

tourists in 2020, generating RM160 

billion in tourist receipts. 

Tourism encompasses 15.9% of 

Malaysia’s total GDP. Out of a total 

of 15.1 million people employed 

in the Malaysian workforce, 3.6 

million or 23.6% are employed in 

the tourism industry. 

What do plans look like in the 

near to mid-term when it comes 

to opening borders? 

The Ministry of Tourism, Arts 

and Culture (MOTAC) has held 

discussions with the Health, 

Home Affairs and Foreign Affairs 

Ministries to explore opportunities 

for the creation of travel bubble 

arrangements with neighbouring 

countries amid the Covid-19 

situation. 

Among the identified countries 

were Brunei, Singapore and 

Thailand, as well as other ASEAN 

countries and the Asia-Pacific 

countries such as Japan, South 

Korea, Australia and New Zealand 

as these places were identified 

as safe by the World Health 

Organisation. 

This implementation is subject 

to bilateral discussions and 

considerations on health, 

immigration, data-tracking, and 

ongoing monitoring by the relevant 

agencies for both countries. 

Our Prime Minister Tan Sri 

Muhyiddin Yassin, in his recent 

meeting with Indonesian 

President Joko Widodo has 

secured an agreement on the 

Reciprocal Green Lane/ Travel 

Corridor Arrangement (RGL/ 

TCA) between both countries, 

aiming to revitalise tourism thanks 

to business travellers. 

How is your external 

communication changing “post 

Covid”? 

In addition to the advertisements 

through printed and electronic 

media, we are actively utilising 

and increasing our promotions 

via social media in the effort to 

boost our online presence and 

advance the “Malaysia Truly Asia” 

campaign. 

THE 

MALAYSIAN 

GOVERNMENT 

LAUNCHED 

THE NATIONAL 

TOURISM 

POLICY (DPN) 

2020-2030 ON 

23 DECEMBER 

2020... 

Through our various social media 

platforms, we disseminate the 

latest information on Malaysia’s 

current situation pertaining to 

Covid-19, tourism products in the 

Covid-19 recovery era as well as the 

initiatives that are implemented 

by our industry players to ensure 

that Malaysia is clean and safe to 

travel. 

Tourism Malaysia’s overseas 

offices have also gone “virtual” 

with their respective stakeholders 

and industry players, with 

educational webinars, live 

sessions on product updates, and 

online training academies. 

What are the main factors that will 

enable Malaysia to grow tourism 

income in the future? 

The Malaysian Government 

launched the National Tourism 

Policy (DPN) 2020-2030 on 

23 December 2020, aimed at 

ensuring the continuity of the 

country’s tourism industry as well 

as bringing back Malaysia as the 

preferred tourism destination at 

the global level. 

This will be achieved by 

strengthening competitiveness, 

encouraging sustainable 

and inclusive tourism sector 

development, as well as 

establishing plans to counter 

potential future crisis situations. 

The policy will be implemented 

through six main strategic thrusts: 

1. transformation of governance; 

2. creation of Special Tourism 

Investment Zones; 3. intensifying 

digitalisation of tourism sector; 

4. enriching tourists experience 

and satisfaction; 5. strengthening 

commitment to sustainable 

tourism; and 6. increasing human 

capital capacity in all tourism subsectors. 

The Special Tourism Investment 

Zones for tourism projects 

will boost public-private 

cooperation and lure more local 

and international investors. The 

effort is in line with Malaysia’s 

commitment to Agenda 2030 

and 17 Sustainable Development 

Goals adopted by United Nations 

Member States 

VISIT 

BR AND CARD 

MEET THE NEW 

MINISTER... 

YB Dato’ Sri Hajah Nancy binti 

Shukri is a Malaysian politician from 

the Parti Pesaka Bumiputera 

Bersatu (PBB), a component party of 

the Gabungan Parti Sarawak (GPS). 

She has served as the Minister 

of Tourism, Arts and Culture in 

the Perikatan Nasional (PN) 

administration led by Prime 

Minister Muhyiddin Yassin since 

March 2020 and Member of 

Parliament (MP) for Batang 

Sadong since March 2008. 

Previously, she had served as 

the Minister in the Prime Minister's 

Department and Minister 

of Plantation Industries and 

Commodities in the Barisan 

Nasional (BN) administration led 

by former Prime Minister Najib 

Razak from May 2013 until May 2018 

TOURISM 

MALAYSIA AT 


Meet the Malaysian travel experts at 

the ITB TTA FORUM Café to get all 

the first-hand information you need. 

MALAYSIA TRULY 

ASIA CAFÉ CORNER 

Daily schedule: 

March 9 

Discover Malay Borneo 

March 10 

Highlights of the west coast 

March 11 

Experience the cradle of Malay 

culture or relax on the islands of 

the east coast 

March 12 

Active Malaysia 

FLOATING 

FISH-FARM 

RESTAURANT 

IN LANGKAWI, 

MALAYSIA 

PERHENTIAN 

ISLAND, 

MALAYSIA - 

A LARGELY 

UNDISCOVERED 

PARADISE 


I REGION I ASIA I 

UNESCO WORLD HERITAGE 

SITE OF SUKHOTHAI IN 

THAILAND REMAINED 

EMPTY OF INTERNATIONAL 

TRAVELLERS IN 2020- LIKE 

MOST OF ASIA 

ASIA 

ARMENIA 

AZERBAIJAN 

BANGLADESH 

BHUTAN 

CAMBODIA 

CHINA 

GEORGIA 

HONG KONG 

INDIA 

INDONESIA 

JAPAN 

KOREA 

(REPUBLIC OF KOREA) 

LAOS 

MACAO 

MALAYSIA 

MALDIVES 

MONGOLIA 

MYANMAR 

NEPAL 

PHILIPPINES 

SINGAPORE 

SRI LANKA 

TAIWAN 

TAJIKISTAN 

THAILAND 

UZBEKISTAN 

VIETNAM 

Asia set to bounce back 

from 2022 

While the continent registered the highest drop in tourist 

arrivals in 2020, provisional UNWTO figures indicate 

recovery should begin in the next year 

NEWS 

Domestic tourism helped some Asian 

countries to survive last year. For example, 

hotels in Indian leisure destinations 

recorded average occupancy of 65% to 

70% in destinations such as Kerala, Goa or 

Rajasthan. City hotels suffered more with 

occupancy hanging around 30% to 35% due 

to a weak business travel market, according 

to the Federation of Associations of Indian 

Tourism and Hospitality. 

Of all the continents in the world, Asia reacted to 

the Covid crisis in 2020 by adopting the most radical 

measures, with many countries shutting down their 

borders to all foreign movements. 

For a year now, few if no visitors 

have been allowed in most 

countries of the continent. 

According to UNWTO figures, 

total arrivals reached last year 

53.6 million arrivals compared to 

342.9 million a year earlier. This 

represented a drop of 84.3%. 

Tourism in countries such as 

China, India, Indonesia, Japan, 

Singapore, South Korea or 

Vietnam only survived from 

domestic movements. Only 

a handful of Asian countries 

continued to welcome foreign 

travellers. Cambodia and 

Thailand allowed some travellers 

under certain conditions 

assorted with a compulsory 

two-week quarantine. The 

Maldives reopened already last 

July; Nepal did the same at the 

end of last year, and Sri Lanka 

opened in January. The Maldives 

consequently managed to keep 

the drop in tourist arrivals to 

67.5%. 

NORTHEAST ASIA 

RELIED ONLY ON 

DOMESTIC TOURISM 

Last year, all countries in 

Northeast Asia restricted 

access to foreign travellers by 

limiting international flights. 

China closed all its borders to 

foreign travellers and relied 

only on the generally huge 

volume of domestic travellers. 

Other countries or regions such 

as Japan, South Korea or Taiwan 

adopted similar policies. 

In Southeast Asia, flagship 

countries in international tourism 

such as Vietnam, Indonesia, 

Singapore or Malaysia have 

not been open to foreign 

travellers since April 2020. 

Others such as Thailand and 

Cambodia tried to reopen to 

wealthier travellers. However, 

the situation is due to improve 

this year. Thailand is looking 

at ways to ease restrictions 

on quarantine conditions and 

potentially prepare itself to 

reopen for travellers who have 

been vaccinated. Bali looks like 

reopening to certain countries 

under a "green corridor" 

agreement. Singapore is mulling 

over similar solutions. 

Southern Asia recorded a slightly 

better performance according to 

UNWTO, with total international 

arrivals in 2020 representing 

23.5% of the numbers recorded 

in 2019. While India completely 

closed its borders to international 

travellers, the tourism sector 

relied on the huge number of 

domestic travellers. However, in 

February, the government spoke 

of a “calibrated resumption 

of tourist visas on a countryspecific 

basis following strict 

protocols for those able to enter 

the country" 

PATA earlier this year published forecasts for 

2021 and 2022 under three scenarios: mild, 

medium and severe. In 2021, the association 

estimates that total international visitor 

arrivals could represent between 3% and 

20% of 2019 volume. 2022 should see a 

sharp bounce back, with numbers between 

23% and 56.4%. 

China recorded a total volume of 2.88 billion 

domestic trips made by tourists in 2020, 

representing a slump of 52.1% year on year, 

according to the Ministry of Culture and 

Tourism. The situation improved during 

the year as the pandemic in the country 

receded. While the first quarter recorded 

only 295 million trips, total trips reached 946 

million in the fourth quarter 

SRI LANKA DECIDED TO 

REOPEN THE COUNTRY 

TO INTERNATIONAL 

TOURISM THIS JANUARY 




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Holiday Island 

Sentosa Island has consistently rolled out limited-time novel 

experiences to attract locals back to the island, adding a 

new spin to the current island offerings. 

One of these experiences is the Fort Siloso Rediscovery Tour (Battle of 

Singapore Edition), which allows tour participants to explore the grounds 

of Fort Siloso, Singapore’s only preserved coastal fort, alongside history 

experts to journey through Singapore’s wartime past. Participants are 

given the opportunity to visit areas that are not otherwise accessible to 

the public, such as Siloso Pier, a coastal mine defence casement and the 

Coastal Search Light station. 

Appeal to foodies and adventurous couples, Gourmet Island Escapade 

was launched on 30 December 2020, which entitles participants to enjoy 

an intimate island tour as they indulge in a four-course gourmet menu 

savoured across four amazing scenic locations – Trapizza, Fort Siloso, 

Sentosa Golf Club and Arbora – from an idyllic beach to a panoramic fort, 

a sprawling golf course to a towering hill. 

Sentosa is home to an exciting array of themed attractions, award-winning 

spa retreats and resort accommodation, alongside lush greenery, golden 

sandy beaches, world-renowned championship golf courses and even a 

deep-water yachting marina and luxury residences - making it the perfect 

island-in-the-city for holiday makers and business travelers. Sentosa has 

been certified with the SG Clean quality mark, a nation-wide campaign to 

raise standards of cleanliness and public hygiene in Singapore. Thorough 

health and safety measures are in place to ensure your time on the island 

is both safe and enjoyable 

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ASIANA AIRLINES 

THE FIVE-STAR SKYWAY 

TO SOUTH KOREA 

Founded in South Korea in 1988, Asiana Airlines has, for 

years, been a synonym of service and quality. Awarded 

a 5-star airline ranking, Asiana Airlines has also been 

nominated as the world's best airline. 

The airline's route network 

includes 21 countries and 64 

cities worldwide. The fleet 

currently consists of 83 aircraft, 

six of which are A380s. Asiana 

Airlines currently connects 

Germany and Korea several 

times a week with the ultramodern 

Airbus A350. The airline 

has been a member of the Star 

Alliance since 2003, the world's 

largest aviation group. Members 

of the frequent flyer program 

“Asiana Club” can thus collect 

miles not only on Asiana Airlines 

flights but with all Star Alliance 

members. 

Travellers are able to book a real 

5-star flight experience to explore 

Asia, for example with an offer 

to South Korea's most famed 

island. Jeju is in fact Korea's 

biggest island with subtropical 

nature and the highest mountain 

in the country. It has UNESCO 

World Heritage Sites, exciting 

hiking tours and festivals, as well 

as the world renowned tasty Jeju 

cuisine. The addition of all these 

experiences turns a stay on Jeju 

island into something unique 

and memorable. Korea, the 

"Country of the Morning Calm" 

is rich in culture and the perfect 

blend of traditional and modern. 

For a long time Asia's best keptsecret, 

Korea has turned over 

years into one of the hottest 

holiday destinations worldwide. 

Find out more about Jeju and 

many other sights in Korea at 

STOPOVERKOREA: https:// 

stopover-korea.com/jeju 

Book your flight on: https:// 

flyasiana.com/C/DE/EN/event/ 

detail/CM202102100001331745. 

Early bird ticket holders will be 

given the opportunity to receive 

a special K-Box as a gift. More 

details will be released soon. 

(The offer is however reserved 

for German-speaking markets 

only) 

* 5-Star status continuously 

awarded since 2007 by Skytrax 

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VISIT 

Selangor: 

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what strategy post Covid? 

Malaysia’s "most developed state" claims to lead the way 

with post-Covid tourism strategy 

The Honourable 

Hee Loy Sian 

Chairman of Standing 

Committees of Tourism, 

Environment, Green Technology 

and Orang Asli Affairs of Selangor 

State, Malaysia 

The Malaysian state of Selangor has a number of wonderful attractions 

for visitors. But how has the state’s strategy changed in light of 

the Covid-19 crisis? We put the question to the Honourable Hee 

Loy Sian, Chairman of the Standing Committees of Tourism, 

Environment and Green Technology of Selangor State, and 

Azrul Shah Bin Mohamad, General Manager of Tourism 

Selangor. 

Hee Loy Sian: Selangor’s 

position as the mostdeveloped 

State in 

Malaysia puts us in a 

special position. This 

is especially so when 

it comes to strategies 

for building future 

economic stimulus 

packages, especially 

related to tourism, 

in order to further 

support the industry 

and its players in 

2021. Tourism Selangor 

recently introduced 

a domestic tourism 

promotional campaigns: 

“Eager to Travel? Pusing 

Selangor Dulu!” and “Round 

Selangor First!” At the same 

time, targeting international 

audiences, the “Splendid 

Selangor, Take Me Anywhere” 

campaign is geared towards 

further-positioning Selangor on 

the global map. We have been 

running this international campaign 

on digital platforms and across all 

of Tourism Selangor’s social media 

accounts. All the campaigns direct 

online users to Tourism Selangor’s 

official and revamped website, Selangor. 

Travel, the preferred online directory for 

Selangor tourism. 

What new initiatives are being 

launched? 

Azrul Shah Bin Mohamad: 

Acknowledging the power of digital 

content, Tourism Selangor will engage 

in an influencer marketing campaign 

with Malaysian key opinion leaders 

later in Q2, 2021. With overwhelming 

responses received from the first 

initiative in January, Tourism Selangor 

is looking into future opportunities to 

collaborate with more e-commerce 

and booking engine platforms in 2021, 

with a focus on boosting tourism in 

the State and rebuilding the industry. 

Tourism Selangor is also committed to 

offering new experiences to travellers, 

including its latest Selangor’s Virtual 

Reality Travel Experience. VR videos will 

feature all of Selangor’s nine Districts, 

providing extra edge and allowing 

future travellers to virtually experience 

Selangor ahead of their travel to the 

State. We are working on strengthening 

Selangor’s tourism branding, which in 

return encourages State development, 

as well as enhancing infrastructure and 

tourism facilities 

Mr Azrul Shah 

Bin Mohamad 

General Manager, 

Tourism Selangor, Malaysia 

THE EVOLUTION OF 

SELANGOR’S SOURCE MARKETS 

Selangor’s main travel market 

in Quarter 1, 2021 was of course 

the domestic market. However, 

Malaysia is planning to expand its 

tourism capacity post-Covid by 

seriously considering the “travel 

bubble” notion. With recent positive 

developments concerning Covid-19 

vaccines, borders will hopefully 

open soon - first to Southeast 

Asian countries, before gradually 

expanding to other countries with 

low numbers of Covid-19 cases. 

This creates an opportunity for 

Tourism Selangor to keep pace with 

evolving travel demand and paves 

the way for the DMO in planning its 

marketing strategy based on current 

developments in tourism. During the 

recovery phase, Tourism Selangor 

is leveraging all possibilities and 

opportunities, focusing on ensuring 

the sustainably of Selangor’s tourism 

industry players in these tough times 

TOURISM SELANGOR 

@ ITB BERLIN NOW 

Tourism Selangor is leveraging ITB Berlin NOW 

2021 as a platform to virtually meet potential 

VISIT 

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clients for whom Malaysia is a preferred travel destination, or 

those merely wishing to find more information on Selangor’s 

tourism products. 

Selangor is also open to collaborating with European media and 

travel agencies on future Fam Tour plans to Selangor when travel 

bans have been lifted. The DMO’s participation in ITB Berlin 

NOW 2021 is a way of giving global exposure to Selangor’s 

tourism products providing opportunities to the State’s tourism 

industry players to market their products and travel packages to 

the international travel sector 




Noredah Othman 

General Manager 

Sabah Tourism Board 

The spectacular 

Borneo Convention 

Centre Kuching has 

been carrying out 

major upgrades, 

introducing state of 

the art audio-visual 

technology to its 

repertoire 

Sarawak - the ultimate 

"bleisure" destination 

in SE Asia 

Community-based 

tourism drives new 

interest in Sabah 

The Malaysian state of Sabah is back under the spotlight, as 

wild, untouched places increasingly appeal to travellers. We 

asked Noredah Othman, General Manager, Sabah Tourism 

Board, to give us an update on the destination. 

Sabah’s Community Based 

Tourism (CBT) has been growing. 

This is timely, as Sabah receives 

a large number of return visitors, 

so it is necessary for the state to 

provide new options to explore 

Sabah beyond the commercial 

and well-developed tourism sites. 

CBT has, in essence, broughtin 

something new for visitors in 

addition to providing economic 

growth in the state’s interior 

areas. Meanwhile, for the Business 

Events segment, the Sabah 

International Convention Centre 

opened its doors in February 

2020. The facility, located within 

the perimeter of the Kota Kinabalu 

city centre can host up to 5,000 

delegates. 

The Covid crisis has made people 

more aware of the environment 

and sustainable tourism. Will this 

be an advantage for Sabah in 

Post-Covid times? 

Environmental awareness and 

sustainability have been pivotal 

subjects even prior to Covid. For 

example, the world-renowned 

diving site, Sipadan, is to be 

closed for one month every 

December in order to allow time 

for restoration. The number of 

climbers allowed on Mt Kinabalu 

has also been reduced. And along 

the Kinabatangan river, where 

the forest has been fragmented, 

the Sabah State Government has 

begun the process of reclaiming 

the land and creating an improved 

corridor for the migration of wildlife 

as they move along the riverbank. 

Your message to the world? 

Sabahan Hospitality is undeniably 

apparent to most visitors, with 

residents taking increasing pride 

in preserving their culture through 

the initiatives of Community Based 

Tourism and homestays, or by 

showcasing their handicrafts. We 

are eagerly waiting for our borders 

to reopen so we can once again 

welcome visitors to experience our 

Enchanting Sabah 

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While Sarawak’s key internal destinations such as state 

capital Kuching, or Gunung Mulu National Park, are generally 

well known among travel professionals, this year at ITB 

Berlin NOW, one can discover the fascination region of Sibu. 

Sibu is the best place from which 

to explore Sarawak’s central 

region, to experience the unique 

culture, adventure, nature, food 

and festivals (the five main themes 

promoted state-wide by Sarawak 

Tourism) in store for visitors. 

especially the first timer through 

the four-day “Sibu Swan City Tour”. 

Sibu is a must-go place for 

foodies. And those looking for a 

little more excitement can take 

a ride in fast passenger boats to 

remote areas of the Rajang river - 

the longest in Malaysia, and home 

to the locals living right next to the 

jungle inhabited by exotic animals. 

The Rajang is a source of constant 

activity, with oceangoing vessels 

manoeuvring delicately between 

speeding express boats, battered 

river launches and tiny sampans. 

It is best to book a room with a 

river view, to take-in the sights and 

sounds of the bustling waterfront, 

and the Rajang sunset can be truly 

spectacular. 

SARAWAK LAUNCHES 

SMARTGUIDE 

As a valuable resource for travel 

professionals around the world, Sarawak 

Tourism Board has commissioned a 

comprehensive SMARTguide: A veritable 

"decision-making tool" for the travel 

professional, delivering important 

destination news and new ideas when it 

comes to planning travel to this place. 

Click on the image to read this SMARTguide, 

or find it at the end of this e-magazine! 

BUSINESS EVENTS 

SARAWAK 

One of Sarawak’s unique selling 

points is the fusion of business with 

the promise of culture, adventure, 

nature, food and festivals. Theme 

parties are a favourite among 

corporate meetings & incentive 

groups such as the Rainforest 

Music Festival and Kuching 

Waterfront Jazz Festival. 

Business Events Sarawak 

is a destination marketing 

organisation that focuses on 

bringing corporate incentives 

& meetings, conventions and 

exhibitions to Sarawak. A nonprofit 

organisation funded by the 

Sarawak Government, it acts as a 

one stop shop advising on hosting 

and organising national and 

international business events 

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TOKYO STEPS OUT 

IN 2021 

Tokyo Convention and Visitors Bureau has 

painted a dynamic (but very safe) image of 

Tokyo in the “new normal”, in an ITB Berlin 

NOW press conference. 

A spokesperson for the convention bureau gave a 

virtual tour, outlining current hotel conditions, outdoor 

entertainment, nature, rich islands and the Tama area, 

to the west of Tokyo. From sushi to Japanese bars and 

fusion cuisine, Tokyo is now globally renowned as a 

foodie city, with a culture melding the ancient traditions 

and modern style. 

As Tokyo prepares for the delayed summer Olympics, 

health and safety at events is a top priority: “We will 

introduce new facilities for the event, outline of the rules 

that will allow each and every one of us to contribute 

to safe and successful events,” 

said the spokesperson, while also 

presenting the new-look Shibuya 

metro station – set to be a new icon 

of Tokyo. 

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Ms Kimarli 

Fernando 

Chairperson, 

Sri Lanka Tourism 

© Heshan Perera / Unsplash 

Staying safe in Tokyo 

style - in Shibuya 

Sri Lanka introduces 

the “bio bubble” 

While all destinations puzzle over 

how to weigh-up whether to keep 

borders closed, quarantine, or 

open up to limited visits, Sri Lanka 

has come up with an alternative 

solution. 

According to Kimarli Fernando - 

Chairperson of Sri Lanka Tourism, German 

tourists are keen to return to the island 

state: “12% of the arrivals since 21st 

January to date has been recorded from 

Germany and we have seen a special 

interest towards wellness and Ayurveda” 

This novel concept, launched on 21 January, 

allows tourists to travel the country in “bio 

bubbles,” or roving semi-isolated groups 

that let travellers sightsee without mixing 

with the local population. And after two 

weeks, the visitors are free to roam at will. 

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I REGION I BAVARIA I 

REGENSBURG WILL PLAY 

HOST TO THE BAVARIAN 

STATE EXHIBITION 2021 

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Bayern Tourismus Marketing 

takes on management role 

Over the past year, Bayern Tourismus Marketing GmbH 

(BayTM) has evolved from a state-wide marketing organisation 

into a management organisation. 

Bavaria Tourism celebrated its 20th 

anniversary in 2020. It was formed in 

2000 as an initiative of the Bavarian 

Ministry of Economic Affairs in 

response to growing national and 

international competition in tourism. 

Since then has been marketing the 

entire tourism and leisure industry 

both at home and abroad. It is 

supported by 28 partners from all 

areas of tourism in Bavaria. 

The creation of BayTM helped 

to develop the strong umbrella 

brand “Bayern” (Bavaria), Over 

the years, theme and niche quality 

brands have been added such as 

Kinderland and Sightsleeping. 

More recently, BayTM also worked 

with the Bavarian Spa Association 

to set new standards in medical 

health tourism under the Gesundes 

Bayern (Healthy Bavaria) brand. 

“Bavaria is an amalgam of vibrant 

cities and exceptional natural 

landscapes, deeply rooted customs 

and modern interpretations of 

ancient traditions,” says Barbara 

Radomski, Managing Director 

of BayTM, adding, “Just as 

Bavaria combines these apparent 

contradictions to create a unique 

experience, we at Bayern Tourismus 

Marketing GmbH also bring together 

major players in the Bavarian and 

international travel industry, who 

may not otherwise have crossed 

paths. With our final evolution last 

year from a state-wide marketing 

organisation to a state-wide 

management organisation, we gave 

networking an even higher priority”, 

adds Radomski. 

“Our new department of Networking 

and Partner Management provides 

targeted support to our business 

partners - at a regional, national and 

international level - to help them 

build up contacts and cooperations 

with the Bavarian tourist industry. 

We have a clear conviction: 

networks thrive on members who 

seek interaction. And that also 

makes them successful in the long 

term.” 

PLUNGE INTO 

THE "TWILIGHT OF 

THE GODS II - THE LAST 

MONARCHS", BAVARIAN 

STATE EXHIBITION 

The Bavarian State Exhibition 

2021 "Twilight of the Gods II 

- The Last Monarchs" will be 

hosted in the World Heritage 

City of Regensburg. It follows 

the 2011 exhibition "Twilight of 

the Gods: King Ludwig II" in 

Herrenchiemsee. The exhibition 

takes place in the House of 

Bavaria History from June 23, 

2021 to January 16, 2022. It 

explores, through eight sections, 

the destinies of the last European 

monarchs - Empress Elisabeth 

of Austria, Bavaria's King Ludwig 

III, Emperor Wilhelm II and 

the Russian Czar - before the 

revolution of 1918. 

ADVERTORIAL 

TAUBER VALLEY: 

ENJOY THE CULTURE 

AND CULINARY 

DELIGHTS 

The Tauber Valley region offers a lot, from hiking 

paths to vineyards, from local cuisine to culture and 

medieval history; but cycling is a de facto strong 

point with some 2,200km of trails. 

One of Germany's most beautiful cycling routes 

is “Lovely Tauber Valley”: the Tauber Valley cycle 

path between Rothenburg ob der Tauber and 

Wertheim on the River Main. Here, e-bikes can be 

hired with the possibility to re-charge them at over 

85 stations. 

The stages of this 100-kilometre long path are 

between 30 and 40 kilometres long, and largely 

flat, meaning that hobby cyclists 

and families can also enjoy 

themselves 

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© Peter Frischmuth/ argus 


I SPECIAL FEATURE I NATURE TOURISM I 

© photography Sergej Zabijako, © NTO – Montenegro, 2017 

© CWS 

Dr Harald 

Marencic 

Deputy Executive 

Secretary, Wadden Sea 

World Heritage 

NTO Montenegro 

launches new 

global campaign 

"Nature & Me" puts the natural 

environment first in a digital world 

The National Tourism Organisation of Montenegro (NTO 

Montenegro) has launched a new global campaign to 

showcase the natural environment of the country, bringing 

to life the relationship between nature and people and 

showcasing its importance in a restrictive digital world. 

Inspiring travel to Montenegro, when possible, "Nature & 

Me" focuses on the need for people to embrace nature as a 

break from the virtual world we have been forced to live in 

before and during the pandemic. 

“The months behind us were 

a challenge, but also a lesson. 

Maybe it’s time to look with fresh 

eyes at the world around us. 

Maybe it’s time to disconnect from 

some old digital habits and remind 

ourselves that man and nature are 

inextricably linked. The freedom 

provided by the pristine natural 

beauty of Montenegro is a must for 

any traveller and we welcome you 

to be in the company of nature.” 

Located on the Balkan Peninsula, 

this is a country that has long been a 

melting pot of cultures, civilisations 

and religions. Surrounded by 

natural beauty, Montenegro offers 

big experiences in a small and 

accessible environment. From the 

Montenegrin hills to the beauty of 

the Adriatic Coast, nature reserves 

and national parks, caves and 

canyons, to 117 beaches along a 

coastline over 180 miles long, all 

are embraced by the caring faces 

of locals and traditional hospitality. 

Tourism accounted for 32% of 

GDP in 2019 when Montenegro 

welcomed 2.5 mil. travellers to the 

country, an increase of 20% year 

on year 

VISIT 

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Lake Skadar 

Wadden Sea - 

UNESCO World 

Heritage on 

our doorstep 

The Wadden Sea is the largest tidal flats system in the world, 

where natural processes proceed largely undisturbed. 

It extends along the coasts of Denmark, Germany and 

the Netherlands. We asked Dr Harald Marencic, Deputy 

Executive Secretary, Wadden Sea World Heritage, to tell us 

why this place is so special. 

For its globally unique geological 

and ecological values, the 

Wadden Sea is inscribed on 

the UNESCO “World Heritage” 

list. Nowhere else in the world can 

one find such a coherent unbroken 

sand- and mudflat system. It 

is a dynamic landscape with a 

multitude of habitats, shaped by 

wind and tides. Global biodiversity 

is reliant on the Wadden Sea, most 

obvious for birds, and species 

living there must adapt to everchanging 

weather conditions. 

How is it possible to combine 

environment protection and 

tourism growth? How do you work 

to reach a balance between both? 

It seems contradictory, but we 

try to show that it is possible to 

protect natural resources and 

develop sustainable tourism. 

Growth must be sustainable, 

which means we strive for quality 

and not for quantity. Wadden Sea 

nature is extremely fragile, and we 

work hard for the protection of the 

area. The Wadden Sea generates 

55 million overnights per year with 

the summer being a real challenge 

as capacities are full. We are 

now pushing to attract visitors 

in spring and autumn, at a time 

where migratory birds settle. This 

provides an opportunity to create 

educational packages around 

winged migrations. 

Could you tell more about the 

Prowad PROWAD Link Project? 

What is the time frame? Which 

countries are involved, and how 

does cooperation work? 

The PROWAD Link Interreg Project 

aims to unlock the potential of 

natural areas as a driver for jobs 

and sustainable development. 

We particularly work with small 

and medium sized enterprises 

to enable them to integrate 

the Wadden Sea brand in their 

business model creating benefits 

for both SMEs and the nature. 

Partners in Denmark, Germany, 

the Netherlands, Norway and 

the United Kingdom work with 

selected SMEs around a “naturebusiness-benefit-cycle” 

concept. 

The programme officially ends 

next year, but we are already 

working on a structure to take over 

the task 

Read more 

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I SPECIAL FEATURE I GASTRONOMY & WINE TOURISM I 

Slovenia to promote 

“green gastronomy” in 2021 

ADVERTORIAL 

© Povrce NTOS 

With Slovenia named “European Region 

of Gastronomy” 2021, the country’s 

tourism board is promoting the unique 

selling points of its regional cuisine. 

Slovenia combines a rich natural larder and 

historic food traditions with influences spanning 

Italy in the west, Austria in the north and Hungary 

and Croatia to the east. Pair this with worldclass 

chefs, a new Michelin guide and world 

leading wines, and you begin to understand why 

Slovenia is one of Europe’s most exciting new 

culinary capitals. 

The unique advantage of Slovenian chefs is 

their privileged access to local ingredients. 

Their culinary philosophy is based on the 

principle from the “garden to table” and this is 

a philosophy reflected in the close relationships 

between chefs and local producers, as well 

as the deep connections between Slovenian 

landscapes and traditional culinary experiences. 

NEW SLOVENIAN GREEN CUISINE 

LABEL ANNOUNCED 

To further underpin Slovenia’s dedication to 

green gastronomy at all levels, the Slovenian 

Tourist Board are announcing a new ‘Slovenian 

Green Cuisine’ label which will become part 

of the Green Scheme of Slovenian Tourism. It 

is a certification programme that celebrates 

the destinations and service providers placing 

sustainability at the core of their activities 

Read more 

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Gastronomy is another motivation to discover the various regions of Serbia 

SERBIA 

HIGHLIGHTS ITS 

DIVERSITY AS 

AN "EPICUREAN" 

DESTINATION AT 


Serbia is hot... or in any case, its 

cuisine is! The nation is stepping 

out at ITB Berlin NOW as a veritable 

paradise for food-lovers. 

An eruption 

of flavour 

Serbian cuisine is rich and diverse due to its 

multicultural history. Serbian flavours are very 

specific and influenced by the way dishes 

are prepared. Authentic dishes vary from 

one region to another, meaning gastronomy 

plays an important role in highlighting lesserknown 

internal destinations to travellers. 

Favourite foods in the north are mainly 

dough-based, like bread and noodles; in 

central Serbia, people crave for pies and 

roast pork; the west prefers cured meats 

and lamb dishes, while Eastern Serbia 

enjoys, lamb boiled in milk, polenta and dry 

shepherds’ pies. 

For travellers looking for something 

completely different when it comes 

to wine tourism, nothing can beat 

Lanzarote, Spain. 

Vine-growing on the island is an impressive 

example of sustainability and adaptation to 

the natural conditions. The vineyards grown 

on volcanic sands constitute a startling and 

fascinating scene: a beautiful landscape which 

would become a work of art in 1964 in the 

exhibition of photographs “Architecture without 

Architects” at MoMA New York. 

A visit to any of the Lanzarote's wineries brings 

up many other curiosities about wine production 

on the island. For example, all the work has to be 

done by hand, because the planting system does 

not allow for mechanisation and irrigation. And 

there are two forms of cultivation, in pits and in 

trenches, which are both equally ingenious and 

original. 

The visit also gives the opportunity to enjoy 

the different wine varieties made on Lanzarote. 

Malvasía wines are traditional, mainly white, 

although there are some reds and rosés 

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In the south, dining tables are laden with 

roasted meats served with typical vegetables 

of the region, while people of Kosovo and 

Metohija have a taste for bungur, pirjanice 

and succulent lamb and mutton dishes. Not 

to forget the sarma, stuffed cabbage rolls 

eaten all across Serbia during festivities. 

Today, wine growing in Serbia is experiencing 

a renaissance, as old vineyards are replanted 

and new ones are emerging, while 

small family-run wineries have protected 

designated origins. The production remains 

limited, in only eight regions, but with dozens 

of different grape varieties. 

Last but not least, it is difficult not 

to start or finish a meal without 

tasting the rakija, a brandy 

that tourists can even learn to 

produce themselves 

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ADVERTORIAL 

@VisitSanMarino 

ITALY 

The land 

of countless 

flavours 

Italy’s fabulous cuisine is one 

of the main reasons to visit 

Travelling around Italy is a mindboggling 

culinary journey. It might 

suffice to remember the film “Eat, 

Pray, Love”, the real-life story of Liz 

Gilbert (played by Julia Roberts) and 

her journey to self-fulfilment, where 

her indulgence in Italian cuisine had an 

incredible curative effect. Each region’s 

culinary specialties are part of their soul, 

and essential to the experience of any 

traveller, proven by the fact that tourists 

on holiday in Italy spend a third of their 

budget on food and typical products, for 

a total of 26 billion euros. Here are just a 

few highlights. 

ABRUZZO 

FROM AGRO-PASTORAL 

DELICACIES TO SEAFOOD 

SPECIALTIES 

With Mediterranean ingredients and aromas, 

characterised by the flavours of the earth and 

the mountains, Abruzzo cuisine stands out for 

its ability to be both poor and noble, magnificent 

in its simplicity. Flavours here are the expression 

of a land rich in biodiversity, between vineyards 

and olive groves as far as the eye can see, 

producing quality wines and olive oil. One of 

the most famous and best-loved specialities 

of the region is the Abruzzese arrosticini, lamb 

skewers typical of the Apennines. Delectable 

cheeses, such as caciotta and mozzarella are 

produced in Abruzzo. All this, along with the 

region’s renowned wines, olive oils and of course 

the local saffron, make it a food lover’s paradise. 

EMILIA ROMAGNA 

WHERE VISITORS CAN LEARN THE 

CHEF’S SECRETS 

Emilia Romagna is home to a number of cooking 

schools, offering guests the opportunity to 

hand-make and fill pasta, and learn all about 

the DOP products of the region. Many cooking 

schools are located in the picturesque hills 

and plains surrounding the major towns of the 

region and guests can sleep overnight in the 

farms, following the hearty dinner that they have 

created. Guests can embark on a trip through 



ADVERTORIAL 


the picturesque countryside and art 

cities of the region, along the ancient 

Roman Road, known as the Via Emilia, 

to sample every culinary delight from 

the bubbly Lambrusco and Traditional 

Balsamic Vinegar in Modena to the 

nutty Parmigiano Reggiano cheese 

in Reggio Emilia and the sweet 

prosciutto ham in Parma. 

PUGLIA 

A STORY OF SEASONS, 

BIODIVERSITY, AND TOP- 

QUALITY INGREDIENTS 

It’s all about originality. Polignano a 

Mare, the area between Fasano and 

Bari, boasts the world’s highest rate 

of consumption of raw fish. This dish 

is revisited in a unique Japanese/ 

Apulian version. So begins the 

culinary revolution of the new Puglia 

– a revolution enjoyed elsewhere in 

the world, where the panzerotto, the 

typical fried dough filled with tomato 

sauce and mozzarella, has become a 

street-food must. 

Food is a serious thing in Puglia, as 

shown by the long series of gourmet 

events throughout the year. Some are 

original, like Libando, in May, a major 

national event dedicated to quality 

street food in the heart of Foggia; 

others are historical, like the “open 

wine cellars” in late May. 

PIEDMONT 

WHERE TRADITION MEETS 

CREATIVITY 

From traditional trattorias to 

historic cafes and 46 Michelinstar 

restaurants, Piemonte is the 

birthplace of “Slow Food”, the 

international organization founded in 

Bra, province of Cuneo in 1986 to 

promote and protect “good, clean and 

fair” food. The quality of the produce is 

exceptional: chocolate and hazelnut, 

rice cultivated in the vastest rice fields 

of Europe, exquisite artisan cheeses, 

including the alpine Toma and 

Bettelmatt, as well as Castelmagno, 

Robiola di Murazzano, Bra, Ossolano 

and the famous Gorgonzola. In the 

region where vermouth was born, 

there are 18,000 wine cellars, with 

a treasure of 18 DOCG and 41 DOC 

wines (many of which produced in 

the "Vineyard Landscapes of Langhe 

Roero and Monferrato" UNESCO). 

SAN MARINO 

A LAND OF FINE TASTES 

Over the years, the Republic of San 

Marino has preserved a rich and 

varied gastronomic tradition highly 

appreciated all over the world. Among 

the products of the Consorzio Terra 

di San Marino, which safeguards the 

smaller agricultural producers in San 

Marino, there are wines, meat, extra 

virgin olive oil, cheese, honey and 

the delicious Tre Monti and Titano 

cakes, handmade in San Marino since 

1942. Fresh pasta is one of the most 

authentically traditional dishes of 

San Marino. Tagliatelle, pappardelle, 

stringhetti and tagliolini were and 

continue to be served with meat 

sauce, sausage, peas, sea campion 

(plants collected from the fields), 

beans and game. 

TUSCANY 

KEEPING IT SIMPLE 

Tuscan cooking is characterised 

by simple food, without heavy 

sauces. Cooking is done with olive 

oil, which is also used as a salad 

dressing, poured over bread, or 

added to soups and stews. Beans are 

a staple. Sage, rosemary and basil 

are popular spices. To exalt tastes, 

on Tuscan tables, extra virgin olive oil 

is always present. Here, visitors will 

find the beans of sorana, ricciarelli of 

siena, lardo of colonnata, chestnuts 

from the mountains around Pistoia; 

not forgetting cheese, honey and cold 

cuts, or the boar of maremma, the 

beef of chianina, calvana or mucco 

pisano cattle and the certified organic 

products. Bistecca alla Fiorentina – 

an Italian veal or heifer steak – is one 

of the most popular dishes of Tuscan 

cuisine. 

TRENTINO 

A VINEYARD WITH A VIEW 

Trentino has the perfect proposal 

for autumn weekends: a chance to 

experience the rituals of the grape 

harvest up close and learn about 

the stories, traditions and culture of 

winemaking in the mountains. The 

wineries of Trentino are special places 

where visitors can discover the stories 

of the region's winemakers and taste 

great tipples. In Trentino, agriculture 

has forged a strong bond between 

mankind and the environment, 

creating a virtuous relationship that 

has given rise to a diverse ecosystem 

of carefully tended landscapes dotted 

with small vineyard plots. There is 

a selection of wineries in Trentino, 

famous for Trentodoc or Teroldego 

Rotaliano spumante, that are open 

to visitors, but some also offer the 

unique experience to stay overnight. 

BASILICATA 

A BEAUTIFUL DISCOVERY 

FOR FOOD LOVERS 

The cuisine of this region is a delightful 

explosion of genuine flavours, spicy 

scents and vibrant colours; traditional 

Lucanian dishes are increasingly 

appreciated in the food and wine 

industry and can be found not only 

in Italy, but also all around the world. 

From traditional hand-made pasta to 

meats - mostly lamb, goat, pork and 

veal - from flavoursome vegetables, 

used in many recipes, to colourful and 

scented fruits, the other great regional 

speciality flourishing in the immense 

citrus groves found throughout the 

region. 

Another typical dish of Lucanian 

gastronomy is baccalà, dried saltcured 

fish used in different recipes 

and best enjoyed with the famous 

crusco peppers of Senise, which bear 

the protected geographical indication 

label (IGP). 

CAMPANIA 

WHERE CUISINE REFLECTS 

AN EVENTFUL HISTORY 

Campania has a long and eventful 

history. Here, several civilisations 

and cultures came and went, each 

leaving traces on the region’s art, 

architecture and culture, but also 

its cuisine. The Campania Region 

is the first in Southern Italy for 

traditional certified food and wine 

production. This is the homeland of 

pizza, mozzarella, espresso coffee, 

white Falanghina wine, red Aglianico 

wine and Limoncello, just to mention 

a few. The Mediterranean Diet was 

conceived in the Cilento area, and the 

“Art of the Neapolitan Pizzaiolo” is on 

the Unesco World Heritage list. 

Flavours and colours of raw 

ingredients here have for thousands 

of years been equated with the 

Campanian sunshine. Wine Trails 

have been established throughout the 

region: these lead to wineries open 

to the public, vineyards, traditional 

restaurants and handicraft shops 

and allow visitors to sample typical 

products both in historic towns and 

amidst the beauty of the natural 

environment 

VISIT 

BRAND CAR D 

1. Abruzzo's saffron is 

grown in a unique soil 

and climate which can be 

tasted in the spice 

2. White Alba Truffle and 

Black truffle: don't miss 

it when you come to 

Piemonte 

3. Grottaglie - nonna 

Chiarina preparing 

orecchiette 

4. Parmigiano Reggiano 

cheese 

1. 

2. 

3. 

4. 

© Giorgio Perottino/Getty Images 

© Emilia Romagna Turismo © Carlos Solito 

© G. Perottino - VisitPiemonte - GettyImages 


I SPECIAL FEATURE I CRUISES I 

Cruise industry 

© Geiranger, Norway - by Damir Spanic / Unsplash 

trends 

Riding a new wave 

towards success 

NORWAY'S FJORDS WILL SOON 

ONLY BE OPEN TO "ZERO 

CARBON" SHIPS 



I SPECIAL FEATURE I CRUISES I 

For years, the cruise industry went full speed ahead—until the pandemic 

caused a sudden stand-still on all the world’s oceans. With the help 

of innovative concepts and new boats, cruise operators now want to 

steer out of the crisis and safely circumnavigate future hurdles. Cruise 

expert Jörg Bertram traces these new trends. 

Already in the 1950s, the cruising world 

was in crisis. But it wasn’t due to a 

global pandemic. Instead, it was the 

advent of large passenger airplanes that 

connected continents in a matter of hours 

and doomed the ocean liners. But even 

that crisis harboured an opportunity, 

giving rise to the modern cruise industry. 

Today, a strong wind is blowing again, 

with necessary course corrections in its 

wake so that the industry can steer a 

clear path towards success. 

THE FUTURE OF CRUISING - FIVE TRENDS AND 

DEVELOPMENTS POINTING THE WAY AHEAD 

CRUISING IS BECOMING 

MORE SUSTAINABLE 

From the outlawed plastic straw at the 

bar on the highest deck to the heavy 

oil free hybrid propulsion system deep 

down in the belly of the ship: the topic 

of sustainability will play an increasingly 

prominent role in the coming years. On 

the one hand, this is because it is only a 

small step from the already widespread 

“flight shaming” to the still rather exotic 

“cruise shaming.” On the other hand, it 

is also due to the increasingly stringent 

requirements of the environmental 

authorities. For example, only fuels with 

a maximum sulphur content of 0.1% may 

be burned in all ports in the European 

Union and in all protected areas 

declared as “Emission Control Areas” 

(ECA). One of the pioneers in green 

cruising is the Norwegian expedition 

and mail ship operator Hurtigruten. 

They not only launched the world’s first 

hybrid expedition ships, but also banned 

all single-use plastic products from the 

ship, reduced food waste by more than 

20%, and have involved crew and guests 

in collecting waste during landings. 

These efforts are matched by another 

commitment from the far north: Starting 

in 2026, Norway will allow only electricity 

or hydrogen-powered ships into its 

fjords. Operators who do not achieve 

zero emissions will have to stay outside 

the fjords—and will probably have to 

cross off the extremely profitable route 

to the North Cape from their itinerary. 

RIVERS ARE THE NEW 

OCEANS 

Aficionados of small, well-designed 

boats have a choice between majestic 

rivers such as the Rhine, the Danube, 

the Douro, the Volga, and the Mekong. 

While river cruises had a reputation for 

mainly attracting senior citizens until a 

few years ago, they have now become 

the biggest growth market on the water. 

New ships with spacious spa areas, onboard 

bikes for shore excursions, and 

special offers for families, golfers, and 

gourmets are now drawing younger 

clients. They have become an emblem of 

the current zeitgeist and are attracting 

new target groups on city-country-river 

routes. 

LUXURY EXPEDITIONS 

TO THE END OF THE WORLD 

No fewer than 52 new expedition cruise 

ships were under construction at the end 

of 2019. Upon completion—and after the 

pandemic—most of them will be taking 

their maiden voyage to Antarctica, 

the Arctic Circle, the Amazon, and the 

Andaman Sea. What else do they have 

in common? The highest possible ice 

class, environmentally friendly high-tech 

engines and, in many cases, a pronounced 

penchant for luxury. They may feature 

helicopters for expeditions on land or 

submarines for diving adventures as well 

as suites that measure up to 200 m2 and 

star-studded gourmet restaurants. With 

this kind of equipment and services, long 

expeditions will become more popular in 

the near future. 

CLOSED DUE TO 

OVERCROWDING: 

STRATEGIES AGAINST OVER- 

TOURISM 

In 2019, around 30 million cruise 

passengers travelled on all of the 

world’s seas, visiting hundreds of ports. 

About the same number of travellers 

also visited Venice in the same year. 

Surprisingly, only 5% of them were cruise 

ship passengers. It is therefore shortsighted 

to blame only the cruise industry 

for over-tourism in the lagoon city (and 

some other ports). Nevertheless, overtourism—and 

especially overcrowding— 

are problems that also affect the cruise 

industry and are in part caused by it. 

For this reason, contracts limiting the 

number of cruise operators permitted 

to call at certain ports are currently 

being discussed, as are extensions to 

the high seasons for particularly popular 

destinations that suffer from extreme 

visitor peaks, especially during a few 

weeks in summer. 

SIZE MATTERS: 

ALSO, FOR SHIPS 

Mega-liner or mini-cruiser? So far, the 

trend barometer has been swinging in 

both directions. On the one hand, ships 

were getting bigger and bigger, turning 

into floating cities for more than 6,000 

guests. On the other hand, demand for 

small to medium-sized ships and yachts 

for up to 200 passengers has been 

rising, especially in the luxury sector. 

The latter in particular are likely to be 

a winning strategy after the pandemic 

subsides, as Julian Pfitzner, the new CEO 

of the Hapag-Lloyd Cruises brand, has 

confirmed: “Small, exclusive ships with 

abundant personal space, exceptional 

travel experiences, and excellent tailormade 

services—that’s in our DNA. I am 

sure that these assets will become even 

more important in the future” 

LAND EXCURSION 

SEVERNAYA ZEMLYA - 

KOLA TRAVEL PLC 


I SPECIAL FEATURE I LUXURY ACCOMODATION & TRAVEL I 

ADVERTORIAL 

Italian style 

© ph Veneto region 

– it’s inimitable 

In today’s world, style takes on new 

meaning – and is more than ever a 

symbol of “luxury” 

Villa Arvedi 

Verona - Veneto region 

Nowhere in the world does “style” have the same meaning as in Italy. Here, style comes 

naturally, and becomes part of the visitor’s immersive experience, creating a true feeling of 

luxury in the real sense of the word. 

Coastal scenery - 

Campania 

CAMPANIA 

FAVOURED BY THE EMPERORS 

Favourite destination by Roman emperors, patricians 

and aristocrats, Campania with its villas, palaces, 

historic masterpieces and breath-taking views never 

ceases to enchant its visitors. Today the Amalfi Coast, 

Sorrento and the Tyrrhenian islands are among the most 

dreamed locations for exclusive and elegant holidays 

in perfect “Made in Italy” lifestyle. Not forgetting that 

Procida will be Italian Capital of Culture 2022. 

BASILICATA 

KEEP AN EYE OUT FOR COPPOLA 

“When you look at Basilicata you see fields, vineyards, 

beautiful scenery. You see the earth as it was supposed 

to be”, says Francis Ford Coppola. Coppola, one of 

the most famous film-makers in the world today, has 

origins in Basilicata: his grandfather- Agostino – was 

born in Bernalda near Matera, the European Capital 

of Culture 2019, and one of world's oldest cities. 

Coppola often comes to Basilicata, saying he just loves 



ADVERTORIAL 

I SPECIAL FEATURE I LUXURY ACCOMODATION & TRAVEL I 

it, as he can walk around or drink 

coffee in the local streets incognito. 

Many Hollywood producers chose 

Basilicata as the perfect setting for 

their films. From “The Passion of the 

Christ”, directed by Mel Gibson in 

2004 to “No Time to Die” – the 25th 

James Bond, more than 60 movies 

have been shot in the region. 

LOMBARDIA 

HOME TO THE WORLD 

CAPITAL OF STYLE 

Milan, Lombardia’s key city, is 

without doubt the world capital 

of “Made in Italy” style, a meeting 

point for millions of tourists every 

year, attracted by the glamour 

and exclusive names of the most 

important fashion designers. An area 

in the heart of Milan, bordered by 

Via Manzoni, Via della Spiga, Corso 

Venezia and Via Montenapoleone, 

is known worldwide as the Fashion 

District. Here one can see the latest 

prêt-à-porter collections and take 

a dive into the past thanks to the 

historic shops that are still located 

here. The Golden Quadrilateral is 

also home to many leading fashion 

events. Among the most important, 

Vogue Fashion's Night Out, held 

in September in conjunction with 

Fashion Week. 

PUGLIA 

FOR THE DISCERNING 

TRAVELLER 

Puglia combines a penchant for 

lavishness with an extraordinary 

historical heritage, delivering topnotch 

locations set in splendid 

settings, for the discerned traveller 

looking for exclusive services. 

Puglian accommodation satisfies 

every special need. The region 

boasts no less than 36 5-star 

or 5-star extra luxury hotels in 

exclusive historic buildings, luxury 

villas in the countryside, and old 

farms converted into charming 

residences. The region offers crystal 

clear waters and fine sandy bays, 

cliffs overlooking the sea, and a 

countryside dotted with vineyards, 

expanses of olive groves, towns with 

ancient traditions and UNESCO 

World Heritage sites, castles and 

cathedrals, dolmens and menhirs, 

historic villages, caves, manor 

houses, museums and icons of 

archaeology. The exceptional 

Puglian hospitality, the enviable food 

and wine tradition of the region and 

the Italian taste for elegance are the 

ingredients that create a memorable 

stay. 

TUSCANY 

BEHIND THE WHEEL OF A 

MAGNIFICENT MACHINE 

Lands and cars, cities and men, 

engineers and mechanics, towns and 

stories are told and frozen in time. 

Describing Tuscany as seen through 

the windows of a car, captured in the 

driving mirrors, lit by the headlights 

of a Spider means talking about the 

land where the spark-ignition engine 

was invented, where the pioneers of 

car racing were forged and where 

the great champions were born. 

True luxury, for many, lies in taking 

Beautiful reflections in a 

Milan shop window 

the wheel of a classic Italian car 

and following the traces of the Mille 

Miglia – the world’s “most beautiful 

race”. 

Since its relaunch as a classic car 

rally in 1977, the “Mille Miglia storica” 

has been held annually with special 

stages since its tragic end in 1957. 

Today, showcasing unique race cars 

means more than speed at one of 

the most important and beautiful 

stages in the history of motorsports. 

“La corsa più bella del mondo” – the 

most beautiful race in the world – 

takes place every year around mid- 

May and attracts celebrities as well 

as gear heads from all over the world. 

VENETO 

THE LAP OF LUXURY 

EXPERIENCES 

With experiences designed to 

encourage the international market 

to explore the vast array of diverse 

attractions from Venice to the 

Dolomites, from the river Brenta to the 

hills of Treviso, Padua, Vicenza and 

Verona up to the Lake Garda, visitors 

are able to explore the rich cultural 

legacy and history in exploring the 

Veneto region from an entirely new 

and different perspective. 

Historic buildings and gardens open 

to those who may even already be 

familiar with Veneto, but who may 

perhaps also like to experience it 

from a different angle through the 

splendour and pomp of the stately 

homes built with the foundation of 

the Most Serene Republic of Venice. 

The unique architectural and artistic 

offering showcases the Ville Venete 

many of which were built between the 

fifteenth and eighteenth centuries, 

when Venice shifted its attention and 

political and economic influence to 

its immediate hinterland. Among 

the leading figures of this era were 

architects of the calibre of Andrea 

Palladio, Vincenzo Scamozzi and 

Gerolamo Frigimelica. 

This extraordinary heritage 

features 24 Palladian villas, named 

UNESCO World Heritage Sites, and 

monumental buildings scattered 

throughout the Veneto region 

(approximately 3,400 of them), 140 

of which have joined a specific 

"Service Charter" to guarantee top 

quality facilities. The villas have 

been converted into charming hotels 

offering luxury accommodation for 

unique holidays and the perfect 

location for wedding and romantic 

events. 

Meanwhile, also known as “The city 

of Gold”, Vicenza is a worldwide gold 

capital, with an age-old tradition in 

© Olga Serjantu / Unsplash 

Driving in 

the Mille Miglia 

the gold and jewellery sector thanks 

to the sapient hands of its craftsmen 

and manufacturers and the 

refined and elegant design of their 

productions. Here, big fashion brand 

names producing casual wear, or 

specialised in luxury fashion as well 

as handbags, shoes, accessories, 

jewellery and fragrances all abound 

© Massimo Virgilio / Unsplash 

Why not charter a boat 

to sail along the Puglia 

coast? 

VISIT 

BRAND CAR D 


I SPECIAL FEATURE I GOLF TOURISM I 

Italy, the other home 

of golfers 

"Golfing along Italian gulfs": What sounds like a song 

is a fantastic idea for an Italian holiday with hundreds 

of courses waiting for golf fans. 

VISIT 

With its mild climate and all year-round playability, Italy is a great destination 

to pick for a golf holiday. The nation boasts a tremendous array of luxury 

accommodation options and a golfing experience as good as its European 

neighbours, but its fairways aren’t anywhere near as busy. Following are just 

some ideas for enthustiasts and amateurs alike. 

BRAND CAR D 

EMILIA ROMAGNA 

ONE UNIQUE GREEN FEE FOR 

25 GOLF COURSES 

Emilia Romagna is a year-round golf destination, thanks to 23 

magnificent championship courses - 13 of them with 18 holes, 

two with 27 holes- located close to one another and ready to 

welcome guests 365 days a year. 

It is not only the combination of sunny days, manicured greens 

combined with historical cities, pristine landscapes, the 

maritime romance of the Adriatic and exciting gastronomy. A 

very special experience is Antico Borgo di Tabiano Castello in 

Salsomaggiore Terme near Parma. Golfers can play within the 

sight of an authentic medieval castle. 

Emilia-Romagna offers a special incentive for golf players: 

visitors need only pay one green fee for all of 25 of its fantastic 

courses, just 20 minutes away from each other by car. This 

means that in a whole month of holiday, a golfer can technically 

experience the wonderful challenge of a new course every day. 

A true paradise for golf enthusiasts 

FRIULI VENEZIA GIULIA 

SEVEN GOLF COURSES IN 

EXCEPTIONAL SURROUNDINGS 

Friuli Venezia Giulia has seven 18-hole golf courses, located not 

far from one another. This unparalleled choice makes it possible to 

combine, in a small area, a wide range of landscapes and an array of 

technical features. 

Close to the sea one can find Lignano Golf Club which blends-in 

perfectly with surrounding coastal pine woods. A key aspect of 

Grado Golf Club is also water: in this case a lagoon. TriesteGolf Club 

has a spectacular setting, high up on the Karst plateau overlooking 

the city. Hole seventeen offers a stunning view of the enchanting Gulf 

of Trieste. The Golf & Country Club Castello di Spessa is surrounded 

by the hills and vineyards of the Collio area around Gorizia, at the 

foot of a 13th century castle. Udine Golf Club’s eighteen holes are 

also set in undulating terrain at the base of the Alps, near two lakes. 

The Tarvisio Senza Confini Golf Club is also located in the midst of 

the Julian Alps. Last is Golf Club Pordenone, located at the foot of the 

Piancavallo mountains in a nature reserve. 

But above all, between a putt and a drive, visitors will have the 

opportunity to explore the wonderfully varied region of Friuli Venezia 

Giulia with its multi-faceted history 

The Riviera Golf Resort 

near Rimini 

Golf Club Lignano 




LOMBARDY GOLF 

AT ITS BEST 

Lombardy offers plenty of 

opportunities to play golf 

including 72 clubs. 

The journey through the 

various golf courses in the 

region begins at the Golf 

Clubs of Milan, passing by 

the exclusive clubs on Lake 

Como and finally on to the 

gorgeous backdrops of Lake 

Maggiore surrounded by 

flowers and gardens. With 

a special mediterranean 

climate on Lake Garda, the 

greens are open all year long 

and offer beautiful views over 

the largest lake in the country. 

First class resorts like Palazzo 

Arzaga in Calvagese della 

Riviera and the Chervò Golf 

San Vigilio in Pozzolengo 

can be found in the area. 

Meanwhile, over on Lake 

Como, players can enjoy the 

impeccable luxury hotel Villa 

d’Este in Cernobbio with an 

overnight stay and absolutely 

incredible food. This is 

Lombardy and its famed 

Italian Dolce Vita! 

PIEMONTE 

TAKING LEADERSHIP IN ITALY'S 

GOLF SCENE 

Playing golf in Piemonte means 

playing in a mosaic of beautiful 

landscapes. From the Langhe, Roero 

and Monferrato to Lake Maggiore, 

from Torino and the Mountains to 

Novara and Biella, Alessandria and 

Asti, 57 top level clubs confirm 

Piemonte's leadership in the Italian 

golf scene. 

The region has indeed 5 courses with 

36 holes, 1 with 27 holes, 13with 18 

holes, 21 with 9 holes and 17 practice 

fields. Piemonte has five of the best 

Italian golf circuits, considered an 

ideal combination of beauty of the 

landscape and technical values: 

Le Betulle Biella, Royal Park and I 

Roveri in Torino, Castelconturbia 

and Bogogno. 

It is no coincidence that Piemonte 

has hosted 13 editions of the 

prestigious Italia Open competition 

since 1925. Many clubs offer 

exceptional conditions, such as 

Sestrieres, the highest golf course 

in Europe at 2,035 meters, where a 

cutting-edge indoor golf facility is 

available in winter 

Golf Club Villa Carolina 

Bogliaco Golf Club 

PUGLIA 

GROWING IN POPULARITY 

Puglia offers challenging new 

courses in a region abounding 

with archeological sites, 

historical landmarks, nature 

preserves, delectable food 

and excellent wine. Puglia’s 

five 18-hole and one 9-hole 

golf courses vary in length, 

character and challenge. 

There is a wide choice of 

sites. Barialto’s proximity 

to the capital, Bari, makes it 

convenient for urban visitors 

to enjoy a morning game 

through lush greens and royal 

palms. Riva dei Tessali plays 

through a shady, forested 

area densely populated by tall 

Aleppo pines. Acaya appears 

vast, marked by cascading 

water features along softlysculpted 

grass fairways. San 

Domenico hugs the Adriatic 

and graces the grandeur 

of its neighbouring resort, 

Borgo Egnazia. Walking 

through groves of ancient 

trees on Coccaro’s pitch and 

putt course enables golfers 

to practice their skills in a 

peaceful and historical land 

of Puglia 

TUSCANY 

WHERE GOLF AND LUXURY 

GO HAND-IN-HAND 

Tuscany has two dozen golf 

courses and a long tradition of 

the sport. The very first modern 

golf course was established by 

the British community in Florence 

in 1889, a few kilometres north 

of the city. Time has passed and 

Tuscany has, over the decades, 

turned into a veritable golfer’s 

paradise. There is not one single 

corner of the region which does 

not offer a great course. It is also 

the right destination to combine 

luxury and golf. In southern 

Tuscany, the five-star Argentario 

Resort Golf and Spa has its 18- 

hole golf course was realised 

by the famed architect David 

Mezzacane in collaboration with 

professional golf player Baldovino 

Dassù. It is an eco-friendly golf 

course, having received an “Agri 

Cert” certification. Meanwhile, the 

Castelfalfi Golf Club has also been 

granted the GEO Certified ecolabel 

San Domenico Golf 

in Puglia 

Argentario Golf Resort 



VENETO 

A GOLF ASSOCIATION AT THE 

HEART OF GOLF PROMOTION 

The Veneto Region is a timeless charming land spreading 

out across the rippling contours of the Alps and the unique 

landscapes of the Adriatic sea and Venice Lagoon. From 

the Romantic Verona to the floating city of Venice with its 

romantic streets and sumptuous palaces, from the distinctive 

golf courses to the sunset overlooking the Dolomites, Golf In 

Veneto offer endless opportunities for a perfect golf break in 

Italy through its 18 golf courses and other 25 golf facilities. 

The region just outside the city is called Venice’s Garden 

where the Venetian nobility built their antique villas. This 

area is also home to some of the most impressive golf Italy 

has to offer, created by designers such as Arnold Palmer, 

John Harris and Stan Eby. Golf Club Ca' della Nave is the first 

Arnold Palmer in Italy inserted into the sixteenth-century 

villa property immersed in one of the largest and most 

important parks of the Veneto landscape. 

Leaving Venice and heading inland to the recognizable Italian 

town of Padua, combines golf in the renowned Golf Club 

Padova, Golf Club Montecchia and Golf Club Frassanelle 

with the opportunity to see this ancient city and to enjoy the 

thermal water, enriched with mineral salts, that comes all the 

way from the Alps. 

Just to mention a few, Asiago Golf Club is considered one 

of the most beautiful mountain courses in Europe, and 

together with Golf Club Colli Berici, they can provide the 

opportunity to play on a plateau. Verona Golf Club has been 

home to many championships and is considered one of the 

most beautiful golf courses in Northern Italy. 

Veneto is the only region in Italy to achieve the prestigious 

IAGTO "Best Undiscovered Golf Destination 2013" award. 

Green fees remain very competitive compared to other 

Mediterranean destinations, while most courses are easily 

accessible, thanks to the presence of three international 

airports. Combining sport with culture, history, gastronomy 

and wine tours raises Veneto's golf experience to new 

levels 

VISIT 

BR AND CARD 

Circolo Golf Venezia, 

Venezia Lido, Italy 

Kenya steps-out 

as a golf tourism 

destination 

Kenya has carved itself a niche 

as a golf tourism destination 

as it continues to host global 

golfing events. 

Popularly known as the "Home of 

Champions" for producing world 

champions in athletics, Kenya is 

starting to stand out as the next 

golfing hotspot and is now attracting 

enthusiasts from around the globe. 

Already, the nation has cemented its 

position as a top golfing destination 

in Africa, boasting over 40 worldclass 

courses and a growing local 

and international fan base. 

ACCOLADES 

In 2020, Kenya was named Africa’s 

leading Golf Destination by World 

Golf Awards, beating countries like 

Morocco, Egypt, and South Africa 

which are considered as the cream 

of Africa in golf. At the same awards, 

Karen Country Club situated in the 

Kenyan capital, Nairobi was declared 

as Kenya’s best golf course while 

the Great Rift Valley Country Lodge 

and Golf Resort located in Naivasha 

picked up the award for being the 

country’s best golf resort. 

Kenya is blessed with a number of 

well-manicured golf courses that 

boast international standards and 

offer players and fans alike a magical 

golfing experience. 

EUROPEAN TOUR 

ANNUAL EVENT 

Each year, Kenya hosts a number of 

major International tournaments and 

several local golf championships. 

The annual Magical Kenya Open 

Championships is one of the 

competitions that have played a huge 

role in promoting the country as a 

golfing destination. 

And it has recently been announced 

that the European Tour has added 

the Kenya Savannah Classic to its list 

of events for this year. The 72-hole 

stroke play event will take place from 

March 23-26 at Karen Country Club 

in Nairobi and come just two days 

after the conclusion of the Magical 

Kenya Open, held at the same venue 

VISIT 

BRAND CAR D 



Event Program 

LEARN FROM TOP SPEAKERS 

AND TOURISM MASTERMINDS. 

Discover the future of tourism NOW. 

Join the Exhibitor Presentations 

and Press Conferences at ITB Berlin 

NOW. Walk the chat by knowing 

what the industry is talking about. 

5 facts why watching this is more important than ever: 

Stay up to date on the latest information of our exhibitors 

Find out more on today’s challenges as well as tomorrow’s opportunities 

Learn more about sustainable tourism and how to manage the current crisis 

Explore new destinations and safe travel options for 2021 

Be part of a strong and international community and build relevant business contacts 

The best of it: In case you have missed something, 

all Video on Demands are available until 31 of May 2021. 

Expand your knowledge NOW!

CSR 

CONNECT WITH SUSTAINABLE & RESPONSIBLE 

MINDS OF THE TRAVEL INDUSTRY. 

AT ITB BERLIN NOW. 

Find more program 

information behind 

this icon on 

www.itb-now.com 

In a series of keynotes, interviews, panels and award sessions, responsible and sustainable 

tourism solutions will be in the spotlight of many program items – a small pick below: 

Tuesday, 9 March 2021 

Women in Tourism Building Back Better powered by SheTrades, International Trade Centre (ITC) / 

Launch of Social Entrepreneurship Competition 2021 / TO DO Award Winner Presentations / Interview 

Secretary of State Portugal Ms. Rita Marques: Sustainable solutions for a strong recovery / 

ITB - IIPT Celebrating Her Awards honoring extraordinary women in tourism / Tourism & Human Rights: 

Multiple experiences of discrimination and inequality and how to fight it / Indigenous Tourism & Sustainability: 

Authentic indigenous experiences and resilience in times of crisis 

Wednesday, 10 March 2021 

#SustainableFlying – Just Marketing or a Possible Future Developement? - Masterclass by Lufthansa 

Thursday, 11 March 2021 

Socialbnb – how a start up creates a more sustainable tourism for everyone 

Friday, 12 March 2021 

Climate Change Update / ITB Keynote Interview: Climate Change - The new US Government’s Perspective / 

Tourism for Sustainable Development (in cooperation with BMZ) / Top Countries for Sustainable Travel / 

Euromonitor‘s Sustainable Travel Index - What are the Winners‘ Recipes for Success? / Studiosus Talk: 

Human rights in supply chains: What due diligence laws do we need? / Climate Change Measures in the Hospitality 

Industry / Global Tourism Message / Just Transitions in Global Tourism / Co-creating Sustainability in Tourism 

– interactive panel powered by Futouris / Economic Sustainability: Recovery and Resilience of Destinations 

Get an insight on CSR@ITB! www.itb-berlin.com/csr

SMARTGUIDE 

Sarawak: a new vision 

Culture, adventure, nature, food and festivals… 

in Malaysia’s largest state 

INFORMATION 

AND IDEAS 

FOR TRAVEL 

PROFESSIONALS 

NEW TOURISM 

STRATEGY 

HOW SARAWAK 

PLANS TO INCREASE 

INTERNATIONAL TOURISM 

LATEST NEWS: 

INFRASTRUCTURE, 

ORIGINAL PROMOTIONS, 

NOVEL DESTINATION 

IDEAS

CONTENT 

EDITORIAL 

#03 VISION 

Reinvigorating tourism in Sarawak 

Puan Sharzede Datu Hj Salleh Askor, 

CEO, Sarawak Tourism Board 

#04 FACTS & FIGURES 

Sarawak works to boost international tourism 

#05 EXCLUSIVE INTERVIEW 

Tourism - an essential pillar of Sarawak’s economy 

Datuk Abdul Karim Rahman Hamzah, Minister 

of Tourism, Arts and Culture cum Minister of 

Youth and Sport, Sarawak 

#06 TRADE TALK 

Destination Sarawak – as seen by travel 

professionals 

Richard Barnes 

Editor-in-Chief 

Sarawak – an open 

book for tourism 

#07 THEMATIC TRAVEL 

UP CLOSE AND 

PERSONAL WITH 

SARAWAKʼS 

DIVERSE 

CULTURAL ROOTS 

SARAWAK 

HOME TO 

COUNTLESS 

FESTIVALS 

#20 MICE 

MICE in Sarawak 

#08 

#21 TRANSPORT & INFRASTRUCTURE 

#23 SARAWAK MAPS 

#12 

WHITE RAJAH 

BROUGHT BACK 

TO LIFE 

#10 

NEW ROLE 

FOR 

SEMENGGOH 

#18 

Destination Borneo, and more 

particularly the Malaysian state 

of Sarawak, evokes a number 

of images for people today: a 

wild land… the domain of the 

orangutan… the numerous Dayak 

indigenous cultures… virgin 

rainforest… the extraordinary 

history of Sarawak’s “White 

Rajahs”. Indeed, Sarawak today 

still has all of that, but also 

boasts a tourism offering that 

is evolving quickly, while seeing 

the application of a strict policy 

ensuring eco-responsibility and 

sustainability. 

One cannot say Sarawak has 

everything. No, it doesn’t 

have skyscrapers, it doesn’t 

have multi-lane traffic jams, it 

doesn’t have thick smog haze, 

and it certainly doesn’t have 

overtourism. Sarawak remains 

very much an open book when 

it comes to tourism, in a good 

sense, as the state authorities 

have been able to look at best 

and worst-case scenarios in 

other parts of Southeast Asia, 

and plan accordingly to ensure 

tourism in this state heads in the 

right direction. 

With a new CEO since late 2018, in 

the person of Sharzede Datu HJ 

Salleh Askor, Sarawak Tourism 

Board is honing strategies for 

promotion and infrastructure 

improvement with a view to 

developing international tourism. 

This is being done in such a way 

as to benefit local communities, 

while delivering unforgettable 

experiences – truly adding value 

– through a new multi-pronged 

plan covering culture, adventure, 

nature, food and festivals 

(CANFF). 

This SMARTguide aims to be 

a veritable “decision-making 

tool” for the travel professional, 

delivering important destination 

news and new ideas when it 

comes to planning travel to this 

place. We are sure you will find 

it to be extremely valuable for 

all those in the travel planning 

business. 

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2 SMART GUIDE www.sarawaktourism.com

Datuk Abdul Karim 

Rahman Hamzah 

Minister of Tourism, Arts, Culture, 

Youth and Sports, Sarawak 

WE ARE SATISFIED 

WITH THE POSITIVE 

GROWTH OF VISITORS 

TO SARAWAK LAST YEAR, 

RECEIVING 231,498 

MORE VISITOR 

ARRIVALS COMPARED 

TO 2018 

Vision 

Reinvigorating 

tourism in Sarawak 

Puan Sharzede Datu 

Hj Salleh Askor 

CEO – Sarawak Tourism Board 

2020 is an encouraging year 

for Sarawak Tourism Board 

as we wet the Visit Sarawak 

Campaign Phase Two into 

action. We are satisfied with 

the positive growth of visitors 

to Sarawak last year, receiving 

231,498 more visitor arrivals 

compared to 2018 (2018: 

4,430,921 & 2019: 4,662,419) 

- a growth rate of +5.22%. 

As part of this, we achieved 

a significant rise in visitor 

arrivals from the domestic 

market, with a growth rate of 

+11.3%. The Sarawak Tourism 

Board is working on improving 

our existing strategies and 

plans. Having set the target 

of five million visitor arrivals to 

Sarawak, we are confident that 

with the intensive marketing 

and promotional campaigns 

of Sarawak Tourism Board in 

domestic markets and the 

ASEAN region, this should be 

achievable. We are working 

on building collaboration with 

airlines, enhancing our digital 

platforms, and continuing 

aggressive promotion and 

marketing campaigns in all 

our focus markets. 

We are also seeking to grow the 

long-haul market in addition 

to the ASEAN market and 

“border” tourism. As we know, 

visitors from Europe, the USA, 

and more locally, Australasia, 

love our adventure offering, 

our nature and culture, trying 

the exotic food and having fun 

at our festivals. One of the key 

ways we’re developing the 

long-haul market is through 

a strong presence at major 

trade shows around the world, 

as well as through online and 

print advertising. 

Key issues and challenges 

for us moving forward 

are primarily based on 

connectivity. We are working 

hard to bring together 

all industry players, from 

Government, private and 

public sectors. Moving into 

this new decade, Sarawak 

will, I am sure, see a major 

transformation in terms of 

air connectivity, and to this 

end, we aim to encourage 

more direct flight to Sarawak, 

especially to the central 

regions Sibu, Bintulu and 

northern region, Miri. The 

development of Sarawak’s 

road networks will also be 

an essential factor in the 

development of tourism. 

Digital marketing is also 

becoming increasingly 

important. We are 

collaborating with industry 

players to get more 

involvement in digital 

marketing, need to identify 

the local operators, industry 

players that are willing to 

increase Digital marketing, 

hence, moving to digital 

footprint. Moreover the 

Sarawak Government also has 

a budget for digital marketing. 

Our main pillars of Sarawak 

as a tourist destination? 

“CANFF”: Culture, Adventure, 

Nature, Food and Festival 

are the main pillars. All these 

things combined make 

Sarawak a destination that 

is highly unique and can, 

in themselves, help travel 

professionals create an 

unforgettable itinerary for 

their clients 

www.sarawaktourism.com 

SMART GUIDE 3

FACTS & FIGURES 

© 2019 Rob Allyn / STB 

Outdoor activities 

are a big driver for 

tourism in Sarawak 

Facts & figures 

Sarawak works to boost international tourism 

2020 sees Sarawak heavily promoting its 

destinations to overseas source markets as 

part of the ongoing Visit Sarawak campaign, 

coupled with Visit Malaysia 2020. 

The past year has seen 5.2% 

growth in inbound travellers 

to Sarawak, from 2018 to 

2019, with an overall total 

of 4,662,419 visitors in the 

year. Around 2 m of these 

are foreigners. To get a better 

grasp of Sarawak’s inbound 

figures, it is important to 

note that a large part of 

the international figures 

quoted concern visitors from 

neighbouring countries – 

Brunei (1,296,017 visitors in 

2019), Indonesia (418,461 in 

2019), and the Philippines 

(63,238 in 2019). A number 

of these visits may thus 

have been visits to family 

and friends, or occasional 

business visits, rather than for 

leisure tourism. Unlike many 

other countries, Sarawak’s 

tourism infrastructure has 

gone from almost zero in the 

1970s, to what it is today. In 

1972, total tourist numbers 

for the entire state were 

54,223. 

An interesting market for 

Sarawak today is Singapore 

(traditionally a major source 

market for all of Malaysia). 

From 2018-19, the number 

of visitors from Singapore 

jumped by 7% from 43,734 

to 46,812. Australia, another 

major source market for 

Sarawak, saw growth of 3.9% 

in visitor numbers in the year 

to 2019, with a total of 16,881 

inbound travellers. 

Over the past year, visitor 

numbers from key source 

markets in Europe, such as 

the UK, France and Germany 

remained relatively static, 

with a drop of around 4% in 

German visitors balanced 

out by a similar increase in 

visitors from France, while UK 

visitors, which by far make 

FROM 

2010 TO 2019, 

OVERALL 

INBOUND 

TOURIST 

ARRIVALS 

GREW BY 42% 

up the lion’s share of the 

European market, remained 

stable at 32,194 in 2019. 

As figures tend to vary country 

by country from one year to 

another, it is interesting to 

look at broader trends over 

the past (almost) decade. 

From 2010 to 2019, overall 

inbound tourist arrivals grew 

by 42%, primarily buoyed 

by a growth in domestic 

travellers visiting the state. 

Over that time, there has 

also been remarkable growth 

in Indian visitors – from 

16,533 to 26,791 – a rise of 

62%. Singaporean visitor 

numbers were up by 21%, 

Germans +11.45% and most 

interestingly, the biggest 

growth for a European 

country came from France 

with a rise of 64% over the 

nine years, from 3,856 in 

2010 to 6,325 in 2019. For 

its part, South Korea saw the 

biggest growth over the nine 

years from 2010 to last year, 

up by 103% from 5,327 in 

2010 to 10,820 in 2019. Major 

growth has also come from 

Taiwan, up 47.7% to 10,004 

visitors from 2010 to 2019 


EXCLUSIVE INTERVIEW 

Datuk Abdul Karim 

Rahman Hamzah 

Minister of Tourism, Arts and Culture 

cum Minister of Youth and Sport, 

Sarawak 

WE ARE 

BUILDING 

CONNECTIVITY 

AND 

ACCESSIBILITY 

FOR WHAT 

REMAINS FOR 

MANY A TRULY 

MYSTICAL 

DESTINATION 

Tourism - an essential pillar 

of Sarawak’s economy 

Exclusive interview: Datuk Abdul Karim Rahman Hamzah, Minister of 

Tourism, Arts and Culture cum Minister of Youth and Sport, Sarawak 

According to the “regional satellite account” 

of Sarawak 2018, tourism generated RM11bn 

(€2.43bn) – 7.5% of Sarawak’s gross domestic 

product. We asked Minister of Tourism, Arts, 

Culture, Youth and Sports Datuk Abdul Karim 

Rahman Hamzah to tell us more. 

In 2018, 240,000 people were 

employed in Sarawak thanks 

to the tourism industry: 19.1% 

of Sarawak’s workforce. 

Our focus is on culture, 

adventure, nature, food & 

festivals (CANFF). This also 

means tourist attractions are 

not only focused on urban 

areas but are extended to 

villages and rural areas. In 

terms of road connectivity, 

two projects will be completed 

this year, in the areas of 

Sibu and Kapit, opening up 

new areas along the Rejang 

River, where tourists will be 

able to explore the exquisite 

nature of these untouched 

rural areas. Then there is 

the Bintulu – Sungai Asap – 

Belaga link. Sungai Asap is a 

new settlement and Belaga is 

a big town in the area. 

How is tourism infrastructure 

evolving? 

Sarawak’s State government 

supports the upgrading of 

infrastructure such as the 

Pan Borneo Highway, Coastal 

Highway, museums and 

sports arenas. We are also 

dedicated to the upgrading 

and development of the 

internet in Sarawak to improve 

connectivity for tourists, 

developing the Sarawak Travel 

Application. We are continuing 

to build connectivity by 

seeking to attract new airlines 

and routes into Sarawak’s key 

airports. 

An unprecedented number 

of new tourism projects are 

opening in the coming months 

and years. The 2 nd largest 

Museum in Southeast Asia 

will open in Kuching at the end 

of 2020. Then there are the 

Sarawak Culture Museums, 

also in 2020; the Performing 

Arts Centre – to be completed 

within 2 years; the Santubong 

Archaeological and Wildlife 

Centre, the Beautification 

of Pangkalan Sapi, the 

upgrading of waterfront 

facilities; construction of a 

riverside walkway from Fort 

Margherita to the Darul- 

Hana Bridge; development of 

museums in Limbang; Tusan 

beach facilities; Sadong- 

Jaya mangrove tourism – a 

sanctuary for birds to migrate 

from Indo-China, with the 

gazetting of the area as a 

National Park; at the Niah 

Cave, there is extensive 

upgrading of the walkway from 

the river to the cave, along 

with the addition of bungee 

track and trails; and finally 

upgrading of Bako National 

Park and Semenggoh Nature 

Reserve’s facilities. 

What if your “message” to 

travel professionals from 

around the world? 

Our tourism products are 

very exotic for visitors from 

Europe and also the Middle 

East, because most have 

never seen “nature in the raw” 

such as what can be found 

in Sarawak. We are building 

connectivity and accessibility 

for what remains for many a 

truly mystical destination, 

with the focus on our “big five” 

- culture, adventure, nature, 

food & festivals 


SMART GUIDE 5

TRADE TALK 

Destination Sarawak 

– as seen by travel professionals 

Michael Metzner 

CEO Tischler Reisen AG, 

Germany 

Gary Speldewinde 

Director – Ecogreen Holidays, 

Kuching, Sarawak 

Philip Yong 

Co-founder and Managing Director, 

Borneo Adventure 

OUTBOUND TO 

SOUTHEAST ASIA 

INBOUND TO SARAWAK 

We are recognising a growing 

trend towards individual quality 

tours. Sustainability is becoming more 

and more important. Also, tours 

combining several different countries 

or destinations are popular. An example 

might be Singapore combined with a 

nature and wildlife experience in 

Sarawak/Borneo. 

As a specialist for individual tailor-made 

quality tours to Asia, Oriental countries 

and Indian Ocean we are always 

looking for untouched destinations off 

the beaten track. Sarawak is truly one 

of these natural gems and fits perfectly 

in our portfolio. Private tours to the 

National Parks including trekking tours 

in the rainforest, wildlife observation 

and experience of the great variety of 

culture are just some of the highlights, 

Sarawak has a lot to offer, and an 

increasing number of our clients are 

attracted to exploring the destination 

every year. 

Ecotourism is a major trend 

today. People want to find 

out more about the country, the 

culture, the cuisine, and the 

indigenous people; but to do this, 

you need somebody in the field who 

knows the ropes. We prefer to 

organise tours where people 

actually live in a village and stay with 

the local inhabitants. 

… We have just signed with a new 

online portal in Europe: a site 

launched at the end of February 

2020. They focus on ethnic tribes 

of different countries. With them, 

we are developing tours of up to 12 

days, learning about the lifestyle 

of the local communities. There is 

so much to learn that it would be 

impossible to do so in one’s entire 

lifetime, but with a tour like this, 

people can really see a lot! 

Sarawak exceeds expectations. 

On the surface, we could 

advertise about culture, nature and 

adventure, but there is a whole lot 

more than that. There’s food, there are 

festivals, there is an incredible variety, 

and the layering of so many things, 

and that is a bonus. I think we do have 

some stunning places. Kuching still 

has a bit of an old city laid-back charm; 

Mulu is spectacular… it always takes 

my breath away. 

There are a variety of things people 

can do. For example, we can take 

people to see Orangutans in the wild. 

Not many people have done that. You 

can see them in the zoo. But there 

are probably less than ten thousand 

people who have seen Orangutans in 

their natural habitat in Sarawak. There 

is something for everyone – families, 

adventure travellers or couples. 


CULTURE 

Southeast Asia’s new 

cultural highpoint 

Malaysia’s biggest, most spectacular new 

museum set to open in Kuching in 2020 

It’s set to become the “shining star” of Malaysia’s, and indeed the 

entire region’s cultural scene. Sarawak’s new state museum in 

Kuching – Malaysia’s biggest, the second biggest in Southeast 

Asia – will open to the public later this year. 

The new museum and annexe are part 

of the Sarawak Museum campus, which 

also includes the old Sarawak Museum, 

the Natural History Museum, and the Art 

Museum. 

The new 30,000 sq m building will ensure 

that the Sarawak heritage, in the form of 

a wide array of collections, is safely and 

securely stored, preserved, documented, 

researched and well exhibited, 

according to the latest standards by the 

International Council of Museums. 

The new five-storey building will have 

exhibition spaces on Levels 2 through 5, 

on two wings flanking a central atrium. 

Level 1 will house commercial lots, a café, 

function rooms and auditorium spaces, 

supporting and complementing the 

exhibition gallery. 

The main building is connected to a threestorey 

annexe, housing the museum’s 

offices, conservation and research 

spaces, library and archives, while the 

entire basement level is a dedicated 

storage area. 

The property has been under construction 

since 2014, at a cost of around €70 m. It 

is Malaysia’s first museum to be Green 

Building Index (GBI) certified. Ecofriendly 

building materials include timber 

products certified by the Programme for 

the Endorsement of Forest Certification 

(PEFC) for the floors and interior wall 

panels. Following the demolition of the 

Dewan Tun Abdul Razak building to make 

way for the new museum, conscious 

efforts were also made to retain the 

large trees on site and to preserve the 

surrounding context as much as possible. 

While the building was completed last 

August, with an official hand-over 

ceremony attended by Minister of 

Tourism, Arts, Culture, Youth and Sports 

Datuk Abdul Karim Rahman Hamzah, 

opening time is slated for later this year. 

When complete, visitors will embark upon 

an interactive journey through Sarawak’s 

history, and the lifestyles of the state’s 

numerous ethnic communities. 

The Sarawak Museum had long been 

hailed as one of the best in this part of 

the world, with its old wing dating back 

to 1891. The new building will serve as a 

centre of learning, hosting international 

scholars to collaborate with local 

curators on documenting the material 

knowledge of Borneo’s rich past, along 

with its cultures, people and nature. 

It aims to establish Sarawak as a new 

global focal point for work in the field of 

anthropology 


SMART GUIDE 7

CULTURE 

© 2019 Rob Allyn / STB 

Jonathan Rhys 

Meyers in the 

upcoming 

White Rajah 

White Rajah brought 

back to life 

The legendary “founding father” of Sarawak set 

to hit the big screen in new Hollywood extravaganza 

For many in the western world, the name 

Sir James Brooke has little meaning. That’s 

about to change, as a new Hollywood 

blockbuster, filmed at the end of 2019, and 

in post-production in early 2020, will soon 

be hitting the world’s screens. 

The movie, with the working 

title “White Rajah”, tells the 

story of how this former 

British soldier, who sailed 

to Borneo in 1839 in search 

of adventure and fortune, 

came to be known as the 

White Rajah of Sarawak, 

after helping the Sultan 

of Brunei crush a pirate 

rebellion. 

The new film was produced 

by Rob Allyn, directed 

by Michael Haussman 

and stars Jonathan Rhys 

Meyers in the role of the 

Rajah. Rhys Meyers is best 

known for his roles in Match 

Point, Mission: Impossible 

III, and Tudors and Vikings. 

Actor Dominic Monaghan, 

who played the hobbit 

Merry in the Lord of the 

Rings trilogy, takes the 

role of Colonel Arthur 

Crookshank, Brooke’s 

cousin and comrade-inarms. 

The production was made 

in cooperation with the 

Brooke Heritage Trust, 

supported with Malaysia’s 

federal FIMI film rebate - 

the first time the rebate has 

been used to make a major 

movie outside of Peninsular 

Malaysia. Sarawak’s 

Minister of Tourism, Arts, 

Culture, Youth and Sports, 

Datuk Abdul Karim Rahman 

Hamzah, has placed his 

support behind the project, 

saying he felt that the 

fact the film showcases 

many beautiful locations 

in the state will arouse 

great interest in travel to 

Sarawak. 

Shooting took place in the 

rustic town of Siniawan, 

the Fairy and Wind Caves in 

Bau, Sarawak, the Sarawak 

Cultural Village and Borneo 

744. 

Producer Rob Allyn says 

he hopes his new film will 

be ready in time to screen 

at the 2020 Cannes Film 

Festival in May 

WHITE 

RAJAH EPIC 

ORIGINALLY 

PLANNED 

BY ERROL 

FLYNN IN 

1936 

The successful filming of 

this Hollywood epic comes 

around 84 years after a first – 

unsuccessful – bid to make a 

film about the White Rajah, by 

none other than Errol Flynn, 

who was also to star in the film. 

The film never came to fruition, 

due to legal wrangling between 

the would-be producers, 

Warner Brothers, and Lady 

Sylvia Brooke, the then Ranee 

(Queen) of Sarawak over 

“historical accuracy”. 


CULTURE 

The Antithesis 

of British colonial rule 

Sarawak Raj was a very “different” kind of 

leadership 

Sir James 

Brooke 

The White Rajahs ruled Sarawak from 

1841 to 1946. The first ruler, subject of the 

new Hollywood feature film, was Sir James 

Brooke. As a reward for helping the Sultan 

of Brunei fight piracy and insurgency 

among the indigenous peoples, he was 

granted the province of Sarawak in 1841, 

as an independent Kingdom. 

DELVING INTO HISTORY 

AT FORT MARGHERITA 

In Kuching, the very 

prominent Fort Margherita 

on the riverfront was built 

by the second Rajah, 

Charles Brooke. Designed 

in the style of an English 

castle in 1879, it protected 

Kuching from pirate 

attacks, and was named 

after Charles Brookes’ wife 

Margaret Alice Lili de Windt. 

In 2016, having previously 

housed the Police Museum, 

it was transformed into 

the “Brooke Gallery” – 

showcasing the Brooke 

dynasty 

Brooke pursued a policy 

of paternalism, with 

the goal of protecting 

the indigenous peoples 

– the Iban and other 

Dayak tribes – from 

capitalist exploitation. 

He installed laws banning 

slavery, headhunting and 

piracy. 

After James Brooke laid 

much of the groundwork 

for the expansion of 

Sarawak, his nephew 

Charles, the second 

Rajah, was the “great 

builder”. He constructed 

public buildings, such as 

a hospital, in addition to 

forts, as well as extending 

the borders of the state. 

Vyner Brooke, the son 

of Charles, instituted 

significant political 

reforms. He ended 

the absolute rule of 

the Rajah in 1941, 

before the Japanese 

invasion during World War 

II, by granting new powers 

to the parliament. 

The Brooke family still 

maintains strong ties to 

the state and its people 

and are represented 

by the Brooke Trust, and 

by Anthony Brooke’s 

grandson Jason Desmond 

Anthony Brooke, at 

many state functions 

and supporting heritage 

projects. 

The Brookes’ architectural 

legacy can still be seen 

throughout Sarawak 

Fort Margherita (centre), 

with the State Assembly (right) 

ANOTHER REMINDER 

OF THE BROOKE LEGACY: 

FORT ALICE, SRI AMAN 

Fort Alice, built in 1864 

in the coastal town of Sri 

Aman, around 200km 

north of Kuching, was given 

the second name of the 

Rajah’s wife. After years of 

loving restoration, it 

was opened to the 

public in 2015, and 

won the gold award 

for conservation in 

Malaysia’s Institute 

of Architects’ 2017 

Awards. The gallery 

inside shows the 

history of the fort itself, the 

small town of Sri Aman as 

well as the tense contention 

between the Iban people 

and the British soldiers of 

the Brooke era 

Fort Alice, 

Sri Aman 


SMART GUIDE 9

CULTURE 

The real thing: 

an Iban longhouse 

at Batang Ai 

Up close and 

personal with 

Sarawak’s 

diverse 

cultural roots 

The Sarawak Cultural 

Village, a stone’s throw from 

Kuching, is so authentic 

that it was used as a set for 

the upcoming Hollywood 

blockbuster, the White 

Rajah. The village is a living 

museum: ideal for a halfday 

visit. The diversity of 

Sarawak’s tribes is simply 

extraordinary. 

“If you take the example 

of the Orang Ulu, they are 

divided into 26 different 

sub-groups, each of which 

doesn’t speak a different 

dialect, but speaks a 

whole different language”, 

explains Gary Speldewinde 

– Director – Ecogreen 

Holidays, Kuching, Sarawak. 

The Cultural Village’s 

buildings represent every 

Penan 

blowpipe 

demonstration 

at the Sarawak 

Cultural Village 

major ethnic group in 

Sarawak; namely the 

Bidayuh, Iban, Orang Ulu, 

Penan, Melanau, Malay & 

Chinese. Upon entering 

each building, after 

witnessing a traditional 

welcome ceremony, visitors 

find members of the 

ethnic groups in traditional 

costume carrying out 

traditional activities and 

taking time to pose for a 

photo or two. At the Penan 

hut, visitors also have the 

opportunity to witness the 

art of blowpipe making. 

They can also try their hand 

at blowpipe shooting with 

the Penans, the last of the 

hunters and gatherers – 

forest nomads 

While the Sarawak cultural 

village is exceptional, 

nothing beats the real 

thing. A few hours’ drive 

outside Kuching, one 

arrives at Batang Ai dam 

– the shores of which are 

home to a number of Iban 

people living in traditional 

longhouses, leading simple 

lives. 

The biggest community – 

the Mengkak longhouse 

– has 38 families, totalling 

around 200 people. The 

community is around 45 

minutes’ boat ride from the 

nearest resort or road. 

Visiting this place, one 

instantly understands that 

these people are, on the 

one hand, quite reserved, 

and on the other, are very 

hospitable. Their traditional 

rituals, dances, foods, 

and costumes continue 

to intrigue and fascinate 

visitors and researchers 

from around the world. 

The longhouse is made 

up of a large communal 

living space, called the 

ruai, flanked on the outside 

by a terrace, and on the 

other by individual rooms 

– each housing a family. 

The ruai is the place 

where the longhouse folk 

gather for a chat or carry 

out their days’ activities. 

Here, one eats with the 

Iban, seated on the floor, 

savouring local fare, after 

tasting the home-made 

rice wine and (gulp) rice 

‘whisky’. 

These are the direct 

descendants of the Iban 

head-hunters, whose 

images from yesteryear 

fuelled the curiosity of so 

many in the past. Apart 

from the head-hunting, 

little else has changed. 

It is truly an immersive 

experience 

A traditional dance in 

the Mengkak longhouse 


I ADVENTURE I NATURE 

Penan woman, selling 

handicrafts at Batu 

Bungan village (Mulu) 

Tourism 

as a cause 

for good 

As often stated by the 

former Secretary-General 

of the UNWTO, Taleb Rifai, 

tourism can and should be 

a force for good. In Sarawak, 

this is very much the case, 

as every person who visits 

Sarawak’s national parks 

and protected areas and 

pays fees contributes to 

the upkeep of these fragile 

forests – much of them 

pristine primary growth – 

and protects the unique 

wildlife that lives within 

them. 

Some local tour operators 

also offer the chance for 

visitors to become involved in 

reforestation initiatives. Park 

buffer zones are extremely 

important in increasing the 

available habitat for wildlife, 

so by extending the forest 

cover this further helps 

in protecting the wildlife. 

Huge steps are being made 

across the state to conserve 

and manage Sarawak’s 

valuable and unique 

forests. In addition to some 

800,000 hectares of Totally 

Protected Areas (TPAs) 

that are off-limit to logging 

companies, large areas of 

land classed as “terrain 

4” (steep and hilly) areas, 

“High Conservation Value 

Forests”, buffer zones and 

verified “Native Customary 

Rights” land remain pristine. 

The declared initiative by 

the state government to 

pursue responsible tourism 

underpins the importance 

of other moves that had 

already been initiated by the 

state authorities to protect 

forests and wildlife 

Upgraded 

infrastructure for 

Bako National Park 

With foreign tourist numbers to 

Bako National Park growing by 

an average of around 15% every 

year for the past three years, the 

Sarawak Forestry Corporation 

has been working on adding 

to and refurbishing facilities for 

visitors, including the opening 

of a new camping ground. The 

Bako Boat Terminal was also 

temporary closed for renovation 

and upgrade by the Sarawak River 

Board from 15 April 2019 through 

February 2020. 

Bako is said by many to be 

the best place in Sarawak for 

wildlife experiences. It is home 

to approximately 150 rare 

proboscis monkeys, found only 

in Borneo. The park has been 

a protected area since 1957, so 

animals are less wary of humans. 

Visitors, especially those who 

stay overnight, have countless 

opportunities to observe and 

photograph various types of 

wildlife. Long-tailed macaques, 

silvered leaf-monkeys, common 

water monitors, plantain squirrels, 

wild boar and mouse deer are also 

found here. 

The largest mammal found at 

Bako is the Bornean Bearded 

Pig. As its name implies, it is 

distinguished from other wild 

pigs by prominent bristles either 

side of its snout. Bearded pigs are 

often found around the park HQ 

scavenging for food or wallowing 

in mud 

Proboscis 

Monkey in 

Bako National 

Park 


SMART GUIDE 11

ADVENTURE I NATURE I 

Orang-utan in 

Semenggoh park 

New role for Semenggoh 

Until recently known as an orangutan “rescue centre” 

the status has now changed to “nature reserve” 

For over 20 years, the wardens at Semenggoh Nature Reserve 

had been training young orangutans, orphaned or rescued 

from captivity, on how to survive in the wild. The success of 

this programme has left the surrounding forest reserve with 

a thriving population of healthy adolescent and young adult 

orangutans, who are now breeding in the wild. 

The rescue programme has thus been 

transferred to Matang Wildlife Centre, 

leaving Semenggoh Nature Reserve as 

a comfortable home to its successful 

graduates, semi-wild orangutans and 

their babies. 

These majestic animals – our closest 

“cousins” in terms of DNA, once kept 

illegally as pets, are trained on how 

to fend for themselves before being 

released into the forest. Over the years, a 

number of orangutans have been trained 

and released and now form a semi-wild 

colony in the reserve. As regular as 

clockwork, they swing down from the 

trees for a free handout of fruit. If it is 

the fruiting season in the forest, some or 

even all of them may not come to feed. 

This in itself is a good sign and another 

step on the way to full rehabilitation. 

MATANG TAKES OVER 

AS MAIN RESCUE CENTRE 

Matang Wildlife Centre is to be found at 

the western corner of the Kubah National 

Park, about 40 minutes’ drive from 

Kuching. The centre’s 180 hectares 

of lowland forest provides natural 

surroundings for orangutans and other 

local fauna. Matang is a dedicated 

centre where endangered species, such 

as orangutans, are rehabilitated and 

released into the forest. While they are 

being educated, they remain at the centre, 

enabling visitors to get close to animals 

they might not spot in days of wandering 

the jungle. (Please note that wildlife 

sighting activities in Matang Wildlife 

Centre will be temporarily ceased from 

1 st January 2020 until 30 th June 2020 (6 

months) in order to facilitate repair and 

maintenance works on the infrastructure.) 

WORK HANDS-ON TO SAVE 

ORANGUTANS? YES, YOU 

CAN! 

Foreign visitors to Sarawak are 

able to volunteer to work with an 

orangutan conservation programme. 

With Orangutan Project Sdn Bhd, 

a conservation company offering 

alternative solutions and sustainable 

funding opportunities for the endangered 

wildlife on Borneo, visitors can give 

“hands-on” help in their quest to save 

the Red Apes of Borneo, with monthly 

departures to Batang Ai National Park 



© 2019 Paradesa 

Cycling 

Borneo 

Trans-Borneo 

Road Bike 

KAYAKING 

SARAWAK - 

PADDLING 

IN 

PARADISE 

For great photo 

opportunities (with a 

waterproof camera), 

kayaking on Sarawak’s 

Semadang River is a 

must. 

Semadang Kayak is the premier 

kayaking, bamboo rafting 

and adventure outfitter and 

service provider operating on 

the Sarawak River (Semadang 

River) at the Heart of Borneo’s 

Rainforest a short drive from 

Kuching, Sarawak. 

“Trans-Borneo Road Bike” has 

been launched by Kuchingbased 

adventure tour operator 

Paradesa* as a two-week 

adventure through the wilds of 

this incredible island. 

Visitors cycle a total of 1,370 kilometres on 

paved roads along the South China 

Sea and beaches, through mangrove 

forests and plantations, stunning 

landscapes and peaceful villages before 

taking on some challenging climbs to 

truly appreciate the natural splendour 

of Borneo. Accommodation varies 

from beachside / mountain resorts to 

international city hotels, and even a local 

homestay. 

The itinerary covers two countries, 

8 international crossings and 1,370 

kilometres in 12 cycling days, with 

enthusiasts cycling end-to-end, 

travelling East to West from the state 

of Sarawak, finishing in style in Sabah, 

crossing through the Sultanate of Brunei 

along the way. 

Highlights include encountering the 

hospitality of the multi-ethnic peoples 

of Borneo, exploring remote national 

parks of Sarawak for wildlife spotting, 

and being among the first to boast riding 

across Borneo. 

Those who like cycling, but perhaps 

not to the point of crossing the entire 

island, will find an eclectic range of 

other possibilities, with a number of 

short cycling itineraries, including “Best 

of Kuching: Heritage and Kampong 

Bike Tour”, “Sunset Kampong Ride with 

Hawker Food”, “A bite of Borneo by Bike”, 

and “Kuching Bike and Cook”. 

*Winner of 7th Sarawak Hornbill Tourism 

Award 2015/2016: - Outstanding 

Destination Management Company - 

Special Recognition: Emerging DMC 

Award 

With various package choices, 

the local operator takes visitors 

on the “kayaking and rafting 

trip of their life”. The trip is a 

family friendly and suitable for 

beginners, including a short 

“training” session at the start of 

the activity. Lunch is included 

in a small village along the way. 

The organisers themselves take 

photos of the intrepid kayakers, 

sent to them by email just after 

their visit 

Semadang 

Kayak 


SMART GUIDE 13

ADVENTURE I NATURE I 

Celebrating 20 years World Heritage status 

Mulu underlines legacy from the past, being lived today, set to be 

passed-on to future generations 

In November 2020, Mulu National Park 

celebrates the 20 th anniversary of its being 

named one of only 20 World Heritage sites 

in the world that qualify for a total of four 

key world heritage criteria. Mulu boasts 

superlative beauty – mountains, combined 

with huge river systems, a tropical 

rainforest and huge caves. The earth’s 

history and geo features are evident in the 

gigantic caves and the Pinnacles. Visitors 

appreciate the biodiversity and ecological 

processes when adventure trekking or just 

strolling along the botany trails. 

© 2018 Jorg Sundermann 

Melinau river sunset 

at Mulu Marriott Resort 

Deer Cave, Mulu 

National Park 

“REVEALED” IN THE 1970’S 

The mystery and magic 

of Borneo has lured the 

cream of the scientific 

world since it was first 

discovered. In 1978, 

the Royal Geographical 

Society launched one 

of the biggest multidisciplinary 

expeditions 

to Mulu. Prior to this, the 

Sarawak Government, 

recognising the special 

qualities of Mulu, had 

gazetted it a National Park 

in 1974. The magic caught 

on in 2000, and Mulu 

was declared an iconic 

UNESCO World Heritage 

Area, and at 55,000 

hectares, also the state’s 

biggest National Park. 

Gunung Mulu National 

Park is now the most 

intensively studied area 

of tropical karst in the 

world. Dominated by 

Gunung Mulu, a 2,377m 

sandstone pinnacle 

(the second highest 

mountain in Sarawak), 

the area is exceptionally 

scenic, with rainforestcovered 

mountains, 

wild rivers in deeplyincised 

canyons, sheer 

limestone pinnacles, long 

underground passages 

and immense caves. 

CAVES: THE WORLD’S BIGGEST 

In terms of total volume, Mulu 

boasts having the biggest cave 

system in the world. At least 295 

km of explored caves include 

the Sarawak Chamber - the 

largest known cave chamber 

in the world at 600 m by 415 m 

and 80 m high. With a volume 

of 12 million cubic meters and 

an unsupported roof span of 

300 m, this chamber dwarfs 

any other large chamber so 

far discovered. Deer Cave at 

120 to 150 m in diameter is 

the largest cave passage in the 

world known at the present 

time and the Clearwater 

Cave System holds the world 

record as the longest cave in 

Asia at 110 km of mapped and 

explored passages. The caves 

show classic underground 

geomorphological features 

which reveal an evolutionary 

history of more than 1.5 million 

years. 

Both above and below ground 

the Park has a wide range of 

endemic animals and plants in 

seventeen vegetation zones. 

The caves house millions 

of swiftlets and bats and 

provide outstanding scientific 

opportunities to study the 

origins of cave fauna. 



MEETING THE LOCALS 

– ORANG ULU, THE UPRIVER PEOPLE 

From the river-based Berawan tribes of 

Long Terawan to the now settling Penan 

in the villages of Batu Bungan and Long 

Iman: these are the Mulu locals and 

they play an integral part in the affairs 

of Mulu National Park. These villages 

are also made accessible for tourists 

to visit, specifically to enjoy the local 

handicraft market and of course to try 

their hand at the weapon of choice – 

the blowpipe! The workforce of the Park 

consists of 96% locals and all are proud 

Sarawakians. 

River at Mulu 

GUNUNG MULU 

NATIONAL PARK 

– PROTECTING 

HERITAGE 

FOR FUTURE 

GENERATIONS 

A recent study (2017) by the IUCN 

World Heritage Outlook resulted in a 

“good” status, with the IUCN stating, 

“The combination of the remoteness 

(no public road access), rugged 

terrain, legislative basis of protection, 

existence and implementation of 

an Integrated Development and 

Management Plan, 5-year plan, very 

effective professional management 

and dependence of a valuable 

tourism industry on the park augurs 

well contributing to ongoing effective 

protection and management.” 

According to the UNESCO World 

Heritage Committee, “GMNP 

provides outstanding scientific 

opportunities to study theories on 

the origins of cave faunas. With its 

deeply-incised canyons, wild rivers, 

rainforest-covered mountains, 

spectacular limestone pinnacles, 

cave passages and decorations, 

Mulu has outstanding scenic values. 

GMNP also provides significant 

natural habitat for a wide range of 

plant and animal diversity both above 

and below ground. It is botanicallyrich 

in species and high in endemism, 

including one of the richest sites in 

the world for palm species.” 

HIGHLY TRAINED GUIDES 

When a guide leads a group into 

the Mulu caves he or she is not only 

an interpreter, allowing people to 

understand the nature, but they also 

act like rangers, ensuring the visitors 

keep their litter, and do not harm the 

environment. 

The park itself employs around 20 

guides and there are a number of 

freelance guides working permanently 

with travel agencies, bringing the total 

to 60 guides. 

CANOPY WALK 

At 480 metres in total length and 

built in 2007, Mulu has the longest 

tree-based walkway in the world. 

Here, guides help visitors better 

understand the flora and fauna 

of the tropical forest. 

Mulu canopy 

walkway 

Jeffrey Simun, 

Operation Manager, 

and Bian Rumei, 

Tourism Services 

Manager, Borsamulu – 

Mulu National Park 

“Guides have to attend a course 

which is run by the Sarawak Forestry 

Corporation for 21 days, and Borsamulu 

runs a course which lasts around 10 

days, very specific on the park product,” 

explains Jeffrey Simun, Operation 

Manager, Borsamulu – Mulu National 

Park. “They learn about the geology of 

the caves, the flora the fauna, and then 

they have to attend an exam. Only once 

they pass the exam can they obtain a 

license.” 


SMART GUIDE 15

CULTURE I ADVENTURE I NATURE I FOOD I FESTIVALS I 

Penghulu 

Robertson, 

village chief 

of Bario 

Bario – the land of a hundred 

handshakes 

A little-known remote inland region that “ticks-off 

all the boxes” 

Penghulu Robertson, village 

chief of Bario (pronounced 

Bariew), holds out his hand to 

strangers at the tiny aerodrome 

as the passengers prepare to 

board a MAS Wings Twin Otter 

back to the coast – one of two 

flights a day. The airport is the 

main entry point for all travellers, 

unless they are keen on taking a 

12-14 hour slipping-and-sliding 

bone-shaking 4-wheel drive 

epic from Miri on the coast. 

“How have you enjoyed this place?”, 

the chief inquires, with a warm, 

genuine smile. And of course, the 

handshake. If Bario is described by 

those who have visited as the “land 

of a hundred handshakes”, it is not 

without reason. In a day, the visitor will 

shake dozens of hands, be greeted 

with an equal number of smiles, 

and will be treated to a broad range 

of local “bush caught and grown” 

dishes. This place thus singularly 

“ticks off all the boxes” of Sarawak 

Tourism Board’s promotional themes 

of culture, adventure, nature, food 

and festivals. 

In past years, a large number of 

research projects around the world 

have pointed to the fact that savvy 

travellers more and more are looking 

for what could be termed “immersive” 

experiences, where they meld into 

a local community, becoming as 

one with its people, rather than just 

being observers. Bario, through its 

remoteness, and the fact there are 

no hotels – just longhouses – puts 

one fairly and squarely in the picture 

as part of the local experience. Added 

to this is the fact that the “official” 

welcome ceremony for visitors by 

the Kelabit people involves the visitor 

participating, albeit awkwardly, with 

an occasional giggle, in dance and 

games with the locals. It means one 

is not an observer, but is accepted as 

a friend or “part of the family”. 

Lying at an altitude of over 1,100m, in 

the north-eastern corner of Sarawak, 

Bario, once known as the “most 

remote village in the British Empire”, 

is home to the Kelabit people, one 

of the minority Orang Ulu tribes of 

Sarawak (formerly fierce headhunters), 

and its name means “wind” 

in their language. 


I CULTURE I ADVENTURE I NATURE I FOOD I FESTIVALS 

It is the starting point for a 

number of treks throughout the 

area (for virtually all fitness 

levels). One can also go kayaking 

or be immersed in the mystical 

tales of the megaliths that 

dot the area. For the really 

adventurous, Bario is either 

the starting or the ending point 

of the arduous 5 day /4 night 

Bario-Ba’kelalan jungle trekking 

adventure. 

“What would you say makes 

Bario different?”, I asked the 

chief. 

“Of course, there is the Bario rice, 

then there is the pineapple. It 

grows all over Borneo, but it’s not 

as sweet as in Bario. Maybe it’s 

because of the climate, or maybe 

the altitude. Another thing that 

is different here is the weather, 

which is much cooler than on the 

coast,” he replies. 

Batu Ritang 

Megalith 

THE 

MEGALITHS 

OF THE BARIO 

HIGHLANDS 

The region is dotted with massive 

man-made stone structures 

known as megaliths. Perhaps the 

best known is the Ritong stone, or 

Batu Ritong, at Pa Lungan, a little 

under an hour by 4-wheel-drive 

from Bario town. It is thought to 

be a burial ground for a Kelabit 

nobleman named Ritong dating 

from hundreds of years ago. The 

site was excavated in 1962 by 

British soldier Tom Harrison, and 

originally, the structure was standing 

straight upright. However, over the 

years, Batu Ritong has tilted, and is 

now at a 45° angle 

It’s hard to pin down a single 

“selling point” for this place. 

Perhaps the key differentiator is 

the fact that there are so many 

points – all important. 

The homestays provide lodging 

and full board, with meals quite 

often consisting of organic 

Bario highland rice, wild boar 

or venison, and jungle plants, 

topped off with local pineapple. 

All organic of course 

Sunset over the Bario 

countryside 

PESTA NUKENEN 

AN ETHNIC “SLOW FOOD” FESTIVAL 

UNLIKE ANY OTHER 

Founded in 2005, the Bario Food and 

Cultural Festival, or “Pesta Nukenen” is 

one of the most exceptional ethnic food 

festivals in Malaysia. 

The three-day annual Nukenen 

Festival, generally held in the month 

of July, celebrates the unique food, 

farming, forest and cultural heritage 

of the Bario Highlands, with visitors 

enjoying delicious organic food cooked by 

the various longhouse communities of the 

Kelabit Highlands. 

As space is very limited on flights to Bario, 

it is recommended to organise visits to 

Bario well ahead of time via local DMCs 

who are able to coordinate transport and 

accommodation 

Preparing “Nubag 

Layag” during Pesta 

Nukenen 

Local dishes include “Nubag Layag” – 

sticky Bario rice wrapped in a leaf called 

an “Isit”. Even up until today, this is the 

standard food local farmers carry with 

them as snacks when working in the fields. 

Another “must have” is the “Pucuk Ubek”, 

a fine concoction of pounded tapioca 

leaves. And don’t miss the “Urum Ubek”, 

or glutinous rice fritters. 


SMART GUIDE 17

FESTIVALS 

Rainforest World 

Music festival is a 

high energy event 

SARAWAK – home to 

countless festivals 

There’s a whole range of festivals in Sarawak 

throughout the year. Here are just a few… 

PESTA BABULANG 

(BUFFALO RACE FESTIVAL) 

Dates: 5 – 7 June 2020 

NEW! - RAINFOREST 

IN THE CITY 

Dates: 30 June – 9 July 2020 

RAINFOREST WORLD 

MUSIC FESTIVAL 2020 

Dates: 10 – 12 July 2020 

Steeped in tradition, this cultural 

festival - the biggest in Limbang 

(northern Sarawak), includes the 

quintessential buffalo race. Another 

highlight is the “Ratu Babulang” 

or “Babulang Queen” contest, 

which sees young Bisaya ladies in 

traditional costumes display in their 

most mesmerising mannerisms 

in a bid to win the title crown. 

Pesta Babulang also showcases 

traditional Bisaya costumes, culture 

performances, exotic native food 

and other unique activities. (Bisaya 

is one of indigenous people in 

north-west and coast line of Borneo, 

mostly living in Limbang and Lawas 

district) 

Rainforest in the City aims to enhance 

the buzz, highlighting the on-going 

campaign of Visit Sarawak Year 2020 

by spotlighting events at The Heroes 

Monument Park in the Kuching city 

centre - for tourists and festival-goers. 

Its intention is to expose the Culture, 

Adventure, Nature and the Food & 

Festivals that Sarawak has to offer in 

“snippets” with modern audio, lights and 

technologies to experience in the city by 

night over 10 days. This festival consists 

of 3 main components, namely light 

exhibition, audio visual performances 

and food experiences. Combinations of 

all these three elements will be the main 

feature of this year’s event and hopefully 

the years to come. 

The Rainforest World Music 

Festival (often abbreviated as RWMF) 

is an annual three-day music festival 

celebrating the diversity of world music, 

held in Kuching, with daytime music 

workshops, cultural displays, craft 

displays, food stalls, and main-stage 

evening concerts. 

The festival features a wide range of 

performances from traditional music, to 

world fusion and contemporary world 

music. 

For its 23rd edition, the Rainforest World 

Music Festival this year will be featuring 8 

stages, 9 mini session venues throughout 

the Sarawak Cultural Village. 45 bands 

will deliver over 70 performances 

including 33 mini sessions. 


FESTIVALS 

RWMF FRINGE FESTIVAL 

Dates: 3 – 15 July 2020 

The RWMF Fringe is an annual festival 

of visual, performing and lifestyle arts 

from Borneo and around the world to 

complement the iconic Rainforest World 

Music Festival. It also aims to bring the best 

of the mainstream contemporary, traditional 

as well as engaging experimental works to 

local and also visiting audiences. 

Expect to see genres such as Theatre, 

Photography, Indigenous Film, Marketplace, 

Cuisine, Spoken Word, Arts & Crafts, Fashion 

and more at the RWMF Fringe. All RWMF 

Fringe events are staged at exciting venues 

within 2-kilometres of Kuching city centre 

as The Rainforest World Music Festival is 

held at the Sarawak Cultural Village & Damai 

Central on the coastal enclave of Santubong, 

37 kilometres from the city. 

Most RWMF Fringe events are staged free of 

charge on a “first come first served” basis. 

BORNEO CULTURAL 

FESTIVAL – SIBU 

Dates: 16 – 25 July 2020 

Borneo Cultural Festival (BCF) is 

a week-long celebration of food, 

music and dances that celebrate 

the unique yet diverse cultural 

background such as Indigenous 

people (Iban, Bidayuh, Orang Ulu, 

Malay/Melanau and Chinese). The 

festival highlights the richness of 

culture and heritage in Borneo to 

the world, including its multiracial 

beliefs and practices with holding 

the main object by promoting 

“Beauty in Ethnic Diversity”. 

BCF is Sibu’s biggest tourism 

event, it is also a perfect time to 

mingle all the locals from walks 

of life by participating in fringe 

events such as trade shows, fun 

fair and stage shows. 

SARAWAK 

INTERNATIONAL 

DRAGON BOAT 

FESTIVAL 

Dates: 23 – 25 October 2020 

The Sarawak International 

Dragon Boat Regatta is an 

internationally-recognised 

event, where local and foreign 

teams compete in various race 

categories to win cash money 

and trophies. This challenge 

is an affiliate event of the 

International Dragon Boat 

Federation (IDBF). 


SMART GUIDE 19

MICE 

The Borneo 

Convention Centre 

Kuching 

MICE in Sarawak 

Borneo Convention Centre Kuching plans 

major upgrade in 2020 

The spectacular Borneo Convention Centre Kuching plans on 

carrying out major upgrades this year, introducing state of the 

art audio-visual technology to its repertoire. 

News of the upgrade comes as a new 

report by Talk2 Media & Events has 

underlined the importance of face-toface 

meetings, revealing that 93% of 

business event delegates find human 

interaction and connections important 

across business events, with 48% 

declaring them to be critical. In view 

of this information, BCCK is working 

on continuing to expand its global 

presence by hosting more and more 

international and prestigious events, as 

well as expanding physically as a venue 

to facilitate more and larger events in the 

future. 

BCCK was the first purpose-built venue 

in Sarawak, designed to host a myriad 

of events from large conferences and 

exhibitions to smaller meetings within 

one venue. It first opened its doors in 

2009 and has since hosted over 1,800 

events and over 2.4 million delegates and 

visitors. 

Located 8 km from Kuching’s city 

centre, the BCCK is located on 

a 6-hectare riverfront site. The 

centre’s environmentally conscious 

design was inspired by the surrounding 

rainforest. A major element - when viewed 

from the outside - is the roof structure. 

Creative architectural solutions for 

function and form of this element were 

found in nature. The Centre’s roof is 

shaped in the form of a “Ririk” leaf. 

“Ririk” grows in abundance in Sarawak, 

and due to its large leaves, it is used by 

many indigenous tribes for wrapping rice 

and food. 

The building has a gross floor area 

of 36,500 square metres and the 

internal design offers complete 

flexibility with functional spaces able to 

be subdivided into a variety of sizes and 

configurations for plenary sessions, 

exhibitions and banquets. 

In the field of MICE, as organisations 

around the world seek to be more 

innovative and compete more and more 

on creativity, BCCK approached the 

question of innovation from a totally 

unique perspective: a space created amid 

the tranquillity of the tropical rainforest 

where any distractions that could take 

focus away from simply being innovative 

are kept at a distance. 

Being secluded however does not mean 

disconnection. The centre is equipped 

with the latest in communication 

technologies with wireless internet 

enveloping the whole area, cutting ledge 

LAN infrastructure and, from this year, 

even more modern AV technology 

A FEW KEY EVENTS 

FOR 2020: 

July: 

Men’s Health World Congress 

(MHWC) 2020 

July: 

6 th World Engineering, Science and 

Technology Congress (ESTCON) 2020 

August: 

18 th International Conference on Clean 

Energy (ICCE 2020) 

November: 

AFSM Tripartite Conference 2020 


TRANSPORT & INFRASTRUCTURE 

Taxi boat 

approaching the 

new Golden Bridge 

with State Assembly 

in background 

Despite the completion of 

the spectacular Golden 

Bridge, the new highlight 

of Kuching’s riverfront in 

2017, Sarawak’s “perahu 

tambang” or river taxis, 

remain very much the icon 

of the Sarawak River; a relic 

of the past; still very much 

part of the city’s daily life. 

Over two centuries, since the first 

White Rajah, Sir James Brooke, set 

up an early settlement combining 

two populated Malay Kampungs — 

Boyan and Surabaya — on the left 

bank of the river as his administrative 

centre, this part of the river figured 

prominently in the life of the city, 

contributing to the birth of downtown 

Kuching. 

Today, the new 335m S-shaped 

bridge is a key tourist attraction, 

connecting the south bank’s highly 

popular waterfront walkway (main 

bazaar and golden triangle) to 

the north bank, where the State 

Legislative Assembly building, the 

historic Fort Margherita, and Astana 

residence are to be found. 

The Sarawak River - 

life blood of Kuching 

“Perahu tambang” still the icons 

of the picturesque waterway 

Sungai Bedil Besar, it is still much 

quicker to take a boat - only two to 

three minutes, while pedestrians 

wishing to use the bridge will have 

to walk for 15-20 minutes. Some 

boatmen eat and sleep on their 

boats during the week… so don’t be 

surprised to see a blanket or two 

rucked under the stern. According 

to Jeman, most boat men work one 

week on and three weeks off – in 

rotation with others – while they 

work in on farms the remainder of 

the month. 

To fully tap the river’s tourist potential, 

the Sarawak Rivers Board (SRB) 

recently endorsed a masterplan to 

further develop river transport along 

a 24km zone between Batu Kawa 

and the Borneo Convention Centre 

Kuching (BCCK). 

A river cruise on 

the MV Equatorial 

CRUISING 

THE RIVER 

For those wishing to visit Kuching at a 

leisurely pace – viewed from the river, 

cruising aboard the “Sarawak River 

Cruise” on the MV Equatorial gives a 

different perspective of the historic city. 

The cruise takes visitors past historical 

landmarks such as the Kuching 

Waterfront, Square Tower (formerly a 

prison), a multi-purpose market, the old 

State Mosque with five onion-shaped 

domes, a Malay house on stilts and 

the Satok Suspension Bridge before 

heading the other side of the river to 

see the Astana (former palace of the 

White Rajahs), Fort Margherita (now a 

police museum) and a fishing village 

“My job still keeps me busy”, said Pak 

cik Jeman (Jeman the boatman), 

who prefers to row his passengers 

across the river than to use the 

motor. Generally running a boat from 

the jetty at Jalan Gambir to Kampung 


SMART GUIDE 21

TRANSPORT & INFRASTRUCTURE 

Ongoing 

roadworks flank 

original road 

on Pan Borneo 

Highway project 

– here near Sri 

Aman 

Royal Brunei Airlines 

introduces flights to 

Kuching and Sibu in 

Sarawak 

The new Royal 

Brunei routes 

A new transport backbone 

– the Pan Borneo Highway 

Travel by road across the vast state of Sarawak continues 

to be a long journey – up to 19 hours from Sematan to Miri 

currently on a tarred, but often rough two-lane road. 

Royal Brunei Airlines has launched 

services to Sarawak with flights to 

Kuching and Sibu as part of its new “RB 

Link” services. 

To accelerate the socio-economic 

growth of Sabah and Sarawak, a major 

effort to fully develop and upgrade 

the Pan Borneo Highway into a fourlane 

dual carriageway was announced 

by Malaysia’s Prime Minister in April 

2013. But the origins of a planned trunk 

road connecting the expansive states 

of Sarawak and Sabah, with Brunei in 

between, date back to the 1960s when 

it was known as the Trans-Borneo 

Highway. Construction works began 

in 2015, and now almost half the works 

have been accomplished throughout 

the state. 

When completed in the coming 

years, the future toll-free Pan Borneo 

Highway Sarawak from Telok Melano 

to Merapok is expected to span a total 

distance of 1,060 km. It will become 

THE transportation backbone of the 

states of Sabah and Sarawak and 

will play a major role in opening-up 

economic corridors and opportunities 

in areas it traverses. 

Pavement works – at some stretches, 

new 2-lane single carriageway are 

already taking shape. These will 

be progressively opened to traffic, 

to enable construction works to 

concentrate on the next two-lane 

single carriageway 

“We are very pleased to be able to expand 

our footprint in Sarawak with two new 

destinations, Kuching and Sibu through 

our brand-new innovative product, RB 

Link. This allows for more trade and 

tourism opportunities between the 

cities, and also provides residents from 

Kuching and Sibu with greater travel 

choices to any of our exciting cities 

within the RB global network,” said Ai 

Ling, RB’s Senior Vice President of Sales. 

Flights to and from Sibu began on 14 

November 2019 

KUCHING LAUNCHES NEW 

HYDROGEN-POWERED BUS 

SERVICE 

The new zero 

emission 

hydrogen bus 

in Kuching 

Sarawak’s highly anticipated 

zero emission hydrogen 

bus service was launched in 

January 2020, operating on 

two routes with stops near 

various attractions in the city. 

The pilot project has begun 

with two buses – one operating 

the Downtown Heritage 

Loop and the other on the 

much longer Damai Loop. 

The service is a joint effort of 

the State Transport Ministry 

and Sarawak Economic 

Development Corporation 

(SEDC) to promote a reliable, 

affordable, safe and ecofriendly 

public transportation 

system in Sarawak 


From 

Penang 

From 

Kuala Lumpur 

Kota Kinabalu 

SABAH 

From 

Johor Bahru 

Miri 

Brunei 

Mulu 

From 

Ponanak, 

Indonesia 

From 

Singapore 

Sibu 

Bintulu 

SARAWAK 

Kuching 

THAILAND 

ADAM 

AND NICOBAR 

ISLANDS (INDIA) 

CAMBODIA 

VIETNAM 

PHILIPPINES 

MALAYSIA 

BRUNEI 

SARAWAK 

SINGAPORE 

INDONESIA 

SABAH 

BANDAR 

SERI BEGAWAN 

MIRI 

Miri-Sibuti 

Reef 

Sibuti 

Lawas 

LIMBANG 

BRUNEI 

Nanga Medamit 

Marudi 

Beluru Mulu 

Ba Kelalan 

Bario 

Sematan 

Lundu 

Matu 

Siburan 

Bau 

KOTA 

BETONG 

SAMARAHAN 

Pulau Bruit 

Daro 

Belaga 

Selangau 

SIBU 

Song 

Damai 

Kabong SARIKEI 

KAPIT 

Kanowit 

Santubong 

Talang Satang Island 

Pusa 

KUCHING 

Sebuyau 

SERIAN 

SRI AMAN 

MUKAH 

Lubuk Antu 

BINTULU 

Tatau 

Sebauh 

Bukit Mabong 

Sg. Asap 


SMART GUIDE 23

ITB Berlin News 2021 - Day 2 Edition

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