London. 4th November 2024 - Sarawak Tourism Board is thrilled to announce its participation in this year's World Travel Market (WTM) in London, led by YB Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry, and Performing Arts Sarawak. Marking a year of dynamic growth and collaboration, 2024 introduces Sarawak's new brand marketing partnerships aimed at positioning Sarawak as a premier destination for eco-conscious and culturally immersive travel experiences.
Located on the island of Borneo, Sarawak invites visitors to explore its rich tapestry of ecotourism, vibrant cultural heritage, and adventure tourism against the backdrop of one of the world’s most biodiverse landscapes.
To ensure the sustainability of tourism in Sarawak, the Sarawak Tourism Board remains dedicated to promoting responsible tourism practices that safeguard both the region's natural and cultural heritage. This commitment extends across key areas, including conservation efforts, eco-friendly practices, community engagement, and cultural preservation.
The latest initiatives, being launched at WTM, strongly reflect this focus, highlighting Sarawak’s drive to foster sustainable tourism development:
Showcasing Authentic Experiences, Gastronomy, and Responsible Travel
At WTM, Sarawak will spotlight its dedication to immersive travel experiences with a special focus on its rich culinary heritage. A key highlight is the release of the Sarawak Gastronomy Video by MasterChef Australia finalist Audra Morrice, showcasing the unique flavours and cultural significance of Sarawak's cuisine. This initiative reinforces Sarawak’s emerging role as a premier destination for food tourism, seamlessly blending culinary exploration with eco-conscious travel.
Eco-Friendly and Responsible Tourism
Sustainability remains central to Sarawak’s tourism initiatives. Among the latest responsible travel packages, the Borneo Green Bike Tour by Smart Leisure Travels offers travellers a low-impact way to experience Sarawak’s natural beauty, promoting responsible exploration and environmental awareness.
Digital Innovation
In an era of evolving travel expectations, Sarawak Tourism Board is enhancing visitor engagement through cutting-edge digital innovation, setting a pioneering standard as the first DMO in the Asia-Pacific region to integrate AI-driven campaigns into its marketing strategy. This forward-thinking approach, achieved in partnership with Clicktripz - one of the world’s largest travel-focused ad networks - gives Sarawak exclusive access to a global audience of 100 million travel shoppers per month. By implementing advanced digital solutions, the Board aims to create seamless, enriched travel experiences that also promote sustainable practices. Leveraging AI technology, Sarawak not only reaches potential visitors more effectively but also provides real-time information that encourages responsible travel behaviours, supporting both the environment and local communities.
Adventure and Sporting Tourism
Sarawak’s dedication to adventure tourism takes centre stage in May 2025 with the debut of the XTERRA International Adventure Triathlon Series, held in Sarawak for the first time. This renowned triathlon series strengthens Sarawak’s position as a premier sports tourism destination, aligning with its commitment to sustainable, low-impact exploration. Hosting XTERRA allows athletes and adventure enthusiasts to experience Sarawak’s unique landscapes in ways that promote both environmental stewardship and community engagement.
Empowering Sustainable Tourism through Community Engagement
Sarawak is committed to enhancing its community-based tourism offerings by expanding the availability of homestays and eco-host accommodations. These initiatives enable travellers to fully immerse themselves in local cultures while actively contributing to sustainable tourism practices. By fostering meaningful connections between visitors and local communities, Sarawak not only promotes environmental stewardship but also supports the economic well-being of its residents.
“We are excited to showcase Sarawak’s unique blend of culture, sustainability, and innovation at WTM this year,” said YB Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry, and Performing Arts Sarawak.
“From immersive cultural experiences and eco-friendly travel initiatives to partnerships in digital innovation, Sarawak is committed to promoting responsible tourism that celebrates and preserves our rich heritage while supporting community development and conservation. We are also delighted to host the XTERRA International Adventure Triathlon Series for the first time in 2025, which further enhances our reputation as a top destination for sporting events. Our new initiatives, which seamlessly blend gastronomy, sport, nature, and cultural connection, reinforce Sarawak’s standing as a vibrant, eco-conscious destination for travellers, while ensuring the sustainability of our tourism industry for years to come.”
Press Conference, Tuesday 5th November from 9:45am
On Tuesday, 5th November, the Sarawak Tourism Board will hold a press conference at 9:45 a.m., and all attendees are encouraged to join. The event will begin with a traditional welcome dance, setting the stage for an opening address by the Minister for Tourism, Culture, and Performing Arts Sarawak. This will be followed by the unveiling of key initiatives launching at WTM, offering a first look at Sarawak’s latest tourism highlights.
Key Speaker at “Indigenous Tourism… A Legacy Reawakened in Heritage, Community, and Conservation.”
Sharzede Datu Hj Salleh Askor, CEO of the Sarawak Tourism Board, will also be in attendance at WTM. On Wednesday, 6th November, from 11:35 a.m. to 12:25 p.m., she will join an inspiring panel discussion in the Orange Theatre titled “Indigenous Tourism… A Legacy Reawakened in Heritage, Community, and Conservation.” This session will explore how Indigenous-focused and -led initiatives are not only preserving and celebrating cultural heritage but are also driving sustainable practices, fostering social change, and supporting economic and environmental growth.
In partnership with the WTTC, this discussion highlights the profound impact of Indigenous Tourism on the global travel landscape, demonstrating how it creates meaningful connections, honours cultural legacies, empowers local communities, and contributes to the conservation of sacred lands in a responsible and inclusive way.
Experience Sarawak’s rich culture at Stand N9-420
Throughout the show, attendees are warmly invited to visit the Sarawak stand (N9-420) to indulge in immersive cultural experiences. Highlights include the Sarawak Cultural Show, featuring traditional dances and music, a Tattoo Showcase, and a Pua Kumbu exhibition, each offering an authentic glimpse into Sarawak’s heritage and artistry. Pua Kumbu, a traditional woven textile, is highly symbolic in Sarawak’s Iban culture, embodying intricate patterns and spiritual meanings that are carefully crafted by skilled weavers. These displays not only showcase Sarawak's rich cultural diversity but also celebrate the region’s unique craftsmanship and time-honoured traditions.
Sarawak Tourism Board’s participation in WTM underscores its commitment to promoting Sarawak as a leading ecotourism and cultural destination, combining authentic experiences with responsible tourism practices.
For further information, please visit: www.sarawaktourism.com
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PR Contact Details:
Jessica Hopton, PR Global Director
Tel: +44 (0) 7813 133 158
Email: jess@atwtravelmarketing.com
Press Centre and Images: https://atw-travel-marketing.prowly.com/presskits/sarawak-tourism-board
About Sarawak
A kaleidoscope of culture, adventure, nature, food and festivals: is the best description for Sarawak. Sarawak comprises 34 ethnic tribes with their own unique traditions, lifestyles, music and food, while sharing their warm hospitality. Malaysia’s largest state, Sarawak, endowed with some of the oldest rainforests on Earth. Its vast landscape spans over 120,000 sq kms, with towering mountains and cool highlands, jagged limestone formations and mysterious cave systems, winding rivers and quiet beaches; where adventures are waiting to happen. Festivals are hosted throughout the year celebrate the eclectic blend of modern and traditional culture, food, music and religious practices that can be found nowhere else. In Sarawak, there is always ‘More to Discover’.
About Sarawak Tourism Board
Sarawak Tourism Board is the key promoter for Sarawak. STB is a winner of the Asia Pacific Excellence Awards 2016 by Asia-Pacific Association of Communications Directors (APACD) and has received the ASEAN PR Excellence Award 2015 Gold Award. The Rainforest World Music Festival is a five-time Top 25 Best International Festivals recognised by Songlines World Music Magazine (2011 – 2015). Meanwhile, the Rainforest World Music Festival and Borneo Jazz Festival Virtual Experiences were recognised by World Responsible Tourism Awards 2021 as ‘Ones to Watch’ under Destinations Building Back Better Post-Covid and the virtual experience of the 2021 Rainforest World Music Festival won the PATA Gold Awards 2022 under Sustainability and Social Responsibility Category for Culture. Sarawak Tourism Board also won the Golden City Gate 2019 five-star award, Marketing Excellence Awards 2021 for Excellence in Mobile Marketing (bronze) and PATA Gold Awards 2022 its destination video entitled ‘A Journey Awaits’ under the marketing category.
STB was honored with the "Nation’s Pride Award" in Tourism Promotion Excellence at the BrandLaureate BestBrands Awards for the year 2022-2023. Additionally, at the Malaysia Public Relations Awards (MPRA) 2023, STB's campaign for the Rainforest World Music Festival titled "The Comeback Stronger Brand Story" was recognized with the Campaign of the Year award. STB also secured the Gold Award for Product Brand Development (B2C) under the theme "Comeback Stronger", acknowledging its compelling narrative emphasizing sustainability practices. STB received the Best Global PR Campaign Award at the DAVOS World Communications Forum Award (WCFA) 2023. In 2024, STB was awarded the Bronze Award in the Transportation, Travel & Tourism category at the Putra Aria Brand Awards. www.sarawaktourism.com
