LONDON – Sarawak made a strong impression at the World Travel Market (WTM) London 2025, positioning itself as Malaysia’s leading representative ahead of Visit Malaysia Year 2026. Under the theme “Sarawak Welcomes You”, the state unveiled a series of initiatives designed to attract global travellers and highlight Borneo’s unique cultural and natural heritage.
Minister for Tourism, Creative Industry and Performing Arts, Dato Sri Abdul Karim Rahman Hamzah, delivered the keynote address, stressing that modern tourism is about connection, learning and purpose.
“Tourism is no longer just about where we go, it is about what we learn, whom we meet, and how we connect with the world around us,” he told an audience of international tourism leaders, media, and trade partners.
The campaign invites visitors to rediscover Borneo through Sarawak’s culture, biodiversity, and community spirit, guided by the state’s Post COVID-19 Development Strategy 2030 and its CANFF pillars – Culture, Adventure, Nature, Food and Festival.
A new promotional video premiered at the event, reinforcing Sarawak’s readiness to welcome travellers seeking authentic experiences.
To amplify its message, digital out-of-home displays across more than 645 locations in London showcased Sarawak’s attractions, ensuring visibility among international audiences.
Sarawak’s delegation delivered a packed programme of cultural showcases, trade engagements, and media interactions.
At WTM’s Trend Fest, audiences were treated to daily cultural performances and live demonstrations of traditional weaving and beading, offering a glimpse into Borneo’s living heritage.
Two flagship initiatives were launched during the event. The first, the ‘Gateway to a Sarawak – Guinness World Record’ campaign, aims to spark global curiosity and raise awareness of Sarawak’s tourism offerings.
The second, the Borneo UNESCO Sites Packages, developed in collaboration with the Sabah Tourism Board, highlights three iconic destinations: Gunung Mulu National Park, Niah National Park, and the Sarawak Delta Geopark.
These sites embody the harmony of nature, heritage, and people, and are expected to draw strong interest from international travellers.
According to the Sarawak Tourism Board, WTM London 2025 represents a pivotal moment for the state as it strengthens its global tourism positioning and takes the lead in kick-starting Malaysia’s national tourism campaign for 2026.
By combining cultural authenticity with sustainable tourism initiatives, Sarawak aims to reinforce its role as the Gateway to Borneo, offering visitors meaningful connections and unforgettable experiences.
