East Malaysia’s Sarawak Tourism Board has introduced its “Gateway to Borneo” campaign at World Travel Market.
This campaign is Sarawak’s refreshed brand positioning as a sustainable tourism destination and gateway to Borneo’s natural beauty and cultural heritage.
“Sarawak’s ‘Gateway to Borneo’ is more than an entry point — it’s a journey to rich traditions, landscapes, and responsible tourism which will set a new benchmark for world,” said YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism.
The UK is a key market for Sarawak.
From January to September 2024, Sarawak welcomed a 7.73% increase in visitors from the UK, contributing to the four million arrivals target for the year.
Highlighted at this year’s WTM are four initiatives that showcase Sarawak’s commitment to sustainable tourism:
Audra’s Eat, Roam, and Relish – This culinary series celebrates Sarawak’s recognition as Malaysia’s first UNESCO City of Gastronomy. Hosted by renowned chef Audra Morrice, this six-episode series showcases Sarawak’s rich culinary heritage.
Borneo Green Bike Tour – This eco-friendly tour allows visitors to explore Kuching’s iconic sites on electric bikes, promoting low-carbon travel.
XTERRA Sarawak Borneo Trail Run – This off-road trail run in rural Pueh Village organised with Sarawak Adventure Challenge, positions Sarawak as a prime sports tourism destination.
Clicktripz – In partnership with Clicktripz, Sarawak is also leading digital innovation with Asia Pacific’s first AI-powered marketing approach, directly engaging travellers in a meaningful way.
