KUCHING – Sarawak is seeking to strengthen its position as an international destination for nature-based and sustainable tourism, with its rainforests, cultural heritage, renewable energy resources and recognised attractions forming key elements of its tourism strategy.
Premier Sarawak Datuk Patinggi Tan Sri (Dr) Abang Abdul Rahman Zohari Tun Datuk Abang Haji Openg said the state’s natural environment and cultural diversity provided a strong foundation for developing tourism around sustainability and conservation.
Speaking at the PATA Travel Mart 2026: Soul of Borneo Gala Evening at VOCO Hotel Kuching on 19 August, he said Sarawak’s identity as the “Soul of Borneo” reflected the relationship between its people, culture and natural surroundings.
About 62 per cent of Sarawak remains covered by forests, while Borneo, the world’s third-largest island, spans about 740,000 square kilometres and contains an estimated 437,000 square kilometres of tropical rainforest.
“Thus, the ecosystem is very much nature-based. And our economic policies also now towards preservation of nature,” he said.
The Premier also pointed to Sarawak’s efforts to expand the use of renewable energy, including hydropower, solar and biomass, as part of its broader approach to sustainability.
In Kuching, the state is developing a hydrogen-powered Autonomous Rapid Transit system. Abang Johari said the system was intended to provide cleaner urban transport while also improving mobility for tourists and other visitors.
He described hydrogen as one of the cleanest energy sources and linked the development of the transport system to Sarawak’s wider transition towards cleaner forms of energy.
Connectivity is another area being developed as part of the state’s tourism ambitions. The newly established AirBorneo airline is expected to improve links between Sarawak and key destinations across Asia, with its network planned to expand organically.
Abang Johari also highlighted international recognition of Sarawak’s natural, cultural and culinary assets. Among the attractions he referred to were Gunung Mulu National Park and Niah National Park, as well as Sarawak’s gastronomy, which have received recognition from UNESCO.
The Kuching Delta Geopark was also cited as an additional attraction, contributing to the state’s tourism offering across nature, history, culture and food.
The Premier said the hosting of PATA Travel Mart 2026 in Sarawak was significant because it was the first time the event had been held on the island of Borneo.
The event also coincides with the 75th anniversary of the Pacific Asia Travel Association and the 49th edition of PATA Travel Mart, bringing an international tourism industry gathering to Kuching.
The hosting of the event provides Sarawak with an opportunity to present its tourism products and sustainability initiatives to industry representatives while highlighting the wider attractions of Borneo.
Abang Johari thanked the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, Sarawak Tourism Board, organising committee, industry partners, sponsors and volunteers involved in staging the event.
Among those present were Minister for Tourism, Creative Industry and Performing Arts Sarawak and Minister for Youth, Sport and Entrepreneur Development Sarawak Dato Sri Haji Abdul Karim Rahman Hamzah, Deputy Minister for Tourism, Creative Industry and Performing Arts Sarawak Datuk Sebastian Ting Chiew Yew and Sarawak Tourism Board chairman Dato Dennis Ngau.
Also attending were Permanent Secretary of the Ministry of Tourism, Creative Industry and Performing Arts Sarawak Tuan Morshidi Fredrick, PATA chairman Henry Oh and Sarawak Tourism Board chief executive officer Dr Sharzede Datu Salleh Askor.
Sarawak’s tourism strategy, as outlined at the event, combines the promotion of its natural and cultural assets with efforts to develop transport connectivity and cleaner energy infrastructure. The approach places conservation and sustainability alongside tourism development as the state seeks to broaden its international appeal.
