· The UK is a key European market, making up over 34% of long-haul visitors from January to September 2024.
· Sarawak Pioneers New Pathways in Responsible Tourism with Fresh Initiatives to Inspire Global Travellers
LONDON, 6 NOVEMBER 2024 – Today, at the esteemed World Travel Market (WTM) in London, Sarawak Tourism Board (STB) introduced its transformative "Gateway to Borneo" campaign, inviting global travellers to explore the unique cultures, pristine landscapes, and boundless adventures that Sarawak has to offer. This campaign marks Sarawak’s refreshed brand as a rising star in sustainable tourism and Gateway to Borneo’s natural wonders and diverse heritage.
During WTM held from 5th to 7th November, YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts, shared Sarawak’s story with industry stakeholders and partners, extending a warm invitation to discover the “Gateway to Borneo.”
“Sarawak’s ‘Gateway to Borneo’ is more than an entry point — it’s a journey into a land where rich traditions, majestic landscapes, and responsible tourism set a new benchmark for world travellers. As we step boldly into the future, our mission is to preserve and share this unique heritage while pioneering eco-friendly tourism experiences that honour both our environment and our communities,” said the Minister.
The UK remains a pivotal market for Sarawak, making up over 34% in the long-haul visitors’ arrival with the numbers rising encouragingly, supported by strong partnerships and a growing demand for Sarawak's unique sustainable travel experiences. From January to September 2024, Sarawak welcomed a 7.73% increase in visitors from the UK, underscoring its global appeal and contributing to the 4 million arrivals target for the year.
STB's presence at WTM London underscores Sarawak's commitment to showcasing its distinct offerings and building strategic partnerships. Highlighted at this year’s WTM are four innovative initiatives that capture Sarawak’s commitment to sustainable tourism and diverse travel experiences:
1. Audra’s Eat, Roam, and Relish – This culinary series celebrates Sarawak’s recognition as Malaysia’s first UNESCO City of Gastronomy, offering an immersive journey through the region’s authentic flavours and unique ingredients.
Hosted by renowned chef Audra Morrice, this six-episode series showcases Sarawak’s rich culinary landscape, with her Sarawakian roots. Audra explores the flavours and traditions of her mother’s homeland, highlighting Sarawak as a premier food tourism destination and a place where food connects people through shared stories and heritage.
2. Borneo Green Bike Tour – In partnership with our stakeholder, this eco-friendly tour allows visitors to explore Kuching’s iconic sites on electric bikes, promoting low-carbon travel while supporting Sarawak’s Post-COVID Development Strategy 2030 and the United Nations Sustainable Development Goals.
3. XTERRA Sarawak Borneo Trail Run – This off-road trail run in rural Pueh Village organised with Sarawak Adventure Challenge, brings adrenaline and adventure to the forefront, positioning Sarawak as a prime sports tourism destination in the region.
4. Clicktripz – In partnership with Clicktripz, Sarawak is also leading digital innovation with Asia Pacific's first AI-powered marketing approach to amplify its global reach, directly engaging travellers in a meaningful way that highlights Sarawak’s rich heritage, adventure, and responsible tourism.
With a unique blend of culture, natural beauty, and innovation, Sarawak is capturing the attention of travellers worldwide as a model of sustainable tourism. Through the "Gateway to Borneo" campaign, Sarawak invites global travellers to embark on an unforgettable journey into the heart of Borneo — where every path leads to discovery, every landscape tells a story, and every visit contributes to preserving a truly remarkable destination for generations to come.
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PR Contact Details:
Jessica Hopton, PR Global Director
Tel: +44 (0)7813133158
Email: jess@atwtravelmarketing.com
Press Centre: https://atw-travel-marketing.prowly.com/releases/sarawak
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. In 2024, STB was awarded the Bronze Award in the Transportation, Travel & Tourism category at the Putra Aria Brand Awards, and the Special Award for Covid-19 (Sia Sitok Sarawak) at the Sarawak Hornbill Tourism Award 2024.
