Peter Stenberg Hansen founded Rustic Travel and spent twelve years building it into an Asian destination management company known for the quality of its guest experiences, its commercial partnerships, and its responsible tourism practice across several international markets. 

Plenty of people in his position would have held on to what they had built. He was more interested in what the business could become at a larger scale. 

In December 2025 he merged it with Amazing Borneo, becoming Chief Operating Officer and Chief Executive of MalaysiaTravel.com. The two were strong in different places: Amazing Borneo in Borneo, with its own fleet and ground operations across Sabah and Sarawak; Rustic Travel in West Malaysia and in long-haul source markets. Together they reach considerably further than either did alone. [Read about the M&A integration →]

He is Danish, a graduate of Murdoch University, and came to travel from industrial manufacturing and logistics: first at ITW Performance Polymers, part of the Fortune 200 manufacturer Illinois Tool Works, then leading multinational teams in logistics in Singapore. Both are fields where operations are exacting and the margin for error is small, and he has brought that discipline to Amazing Borneo, now running across more brands and more of the country than before. 

Since December he has led the integration of Rustic Travel into Amazing Borneo’s systems and put a stronger emphasis on analysis, reviewing performance closely and building reporting that managers can act on. The expansion into Peninsular Malaysia runs through him, along with the trade relationships it depends on, with Tourism Malaysia and the state tourism offices. At MalaysiaTravel.com he is building a platform connecting travellers directly with operators across the country.

He is efficient in a way people notice. Replies come back quickly, and meetings end with something decided. He is protective of other people’s time as well as his own, which in a company this size is worth a great deal. 

He represents Amazing Borneo at international trade fairs including ITB Berlin, where the company develops partnerships with European tour operators and the wider travel trade.