Barbara Benjamin Atan

Director of Marketing (Europe & Oceania), Sarawak Tourism Board

Barbara Benjamin Atan is the Director of Marketing for Europe and Oceania at the Sarawak Tourism Board (STB), where she has served since 1999. A graduate of Western Michigan University, USA, she has over two decades of experience in destination marketing and communications. Over the years, Barbara has contributed to strengthening Sarawak’s visibility in international markets, positioning the state as the Gateway to Borneo — a destination defined by its rich culture, nature, and adventure.

Guided by STB’s brand pillars of Culture, Adventure, Nature, Food and Festivals (CANFF), she believes that while technology enhances the way people discover destinations, the essence of travel lies in experiencing a place firsthand — to see, hear, taste, and feel what makes it unique.