Staged at Borneo Convention Centre Kuching, the exhibition drew 221 buyers from 29 source markets and some 365 sellers representing over 200 organisations and destinations.
PTM 2026 was hosted by Sarawak Tourism Board (STB) and supported by Business Events Sarawak.
“By taking PTM beyond the region’s traditional gateways, we are deliberately opening international markets to smaller and emerging destinations, helping disperse tourism, broaden economic opportunities and show that the next generation of tourism growth can come from beyond established hubs,” said PATA CEO Noor Ahmad Hamid.
STB CEO Sharzede Datu Haji Salleh Askor added: “PTM 2026 gives us an important platform to showcase Sarawak directly to the international travel trade and allow delegates to experience the destination beyond the exhibition floor.
“Through our culture, communities, gastronomy, nature and adventure experiences, we want delegates to gain a deeper understanding of what Sarawak offers and take that knowledge back to their respective markets, creating greater opportunities for Sarawak to be included in future travel programmes and itineraries.”
An artisan market and local F&B display outside the two exhibition halls allowed delegates to see, sample and buy items to support the local community. Hosted lunches and dinners provided cultural entertainment and featured Malaysia and Sarawak’s varied cuisine.
The colourful Soul of Borneo gala dinner presented Sarawak’s tourism pillars. The artistic Lazy Susan food spread and creative staging of storytelling, music and dance showed how conference and incentive organisers could similarly spice up their events.
Malaysia – and Sarawak state in particular – had the largest presence at the mart, perhaps partly due to Visit Malaysia 2026 being extended a full year to the end of 2027.
Sarawak DMCs promoted nature, wildlife, ethnic communities and gastronomy – themes which also ran in post-tours. In addition, Miri-based Brighton Travel & Tour shared information on the newly opened Kenyalang Convention & Exhibition Centre One.
Other major exhibitors were from Russia, Macao, Taiwan and Nepal. Five Pacific Island nations also drew interest.
While leisure travel is PTM’s mainstay, several exhibitors told micenet they also had enquiries for corporate meetings and incentive travel. A Peninsular Malaysia DMC noted Australian interest in bleisure, with golf included.
Royal Kuching Cruise, which operates daily sunset and weekend night cruises, reported interest in charters for 30 to 90 pax. Australian meeting and incentive groups typically average 25 to 30 pax.
Sarawak accommodation suppliers ranged from five-star hotels to homestays. Macao’s integrated resorts showed a wide choice of hotels, venues and attractions. Kerala beckoned with its fascinating backwaters.
Sabah Tourism Board said PTM 2026 provided an important platform to reconnect with international buyers and media partners. It showcased Sabah’s diverse leisure and MICE offerings under the Explore Sabah branding “centred on culture, adventure, nature and sustainability”.
“The engagement focused on high-value, experiential and community-driven tourism, strengthening international partnerships and supporting Sabah’s continued market presence during Visit Malaysia Year 2026, while building momentum towards Visit Sabah 2027.”
Asia DMC Vietnam saw positive MICE potential from Australia, particularly for small- and medium-sized corporate incentives, leadership retreats and premium groups seeking meaningful local experiences rather than conventional large-scale programs.
“Vietnam combines accessibility, value, high-quality accommodation, distinctive venues and diverse experiences within a relatively compact itinerary,” said Le Thanh Tung, business development director, Asia DMC Vietnam.
“Hanoi – Ha Long Bay, Da Nang – Hoi An and Ho Chi Minh City are the most immediately marketable combinations. Quy Nhon offers a more exclusive resort-and-golf proposition.”
For the Australian market, Asia DMC is developing programs that combine business objectives with authentic local experiences, including for accompanying partners or families.
