Sarawak Tourism launches "Gateway to Borneo" at WTM London 2024

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The Sarawak Tourism Board (STB) is making waves at this year’s World Travel Market (WTM) in London with the debut of its new “Gateway to Borneo” campaign, which sets a high standard for responsible tourism and unique experiences in Sarawak. And you better believe they aren’t holding back from showing the world why it’s a must-see destination.

With stunning natural landscapes, vibrant cultures, and new sustainable initiatives, this Malaysian state is presenting itself as the premier “Gateway to Borneo.” So what’s all the fuss about, and why are British tourists in particular getting some serious love from Sarawak?

Why is UK a key market for Sarawak?

Visitors watching the launch of Audra’s Eat, Roam, and Relish series trailer — The audience at WTM London 2024 enjoyed the launch of Audra’s Eat, Roam, and Relish series trailer

The UK continues to be a key market for Sarawak, accounting for over 34% of long-haul visitors. The number of visitors is steadily increasing due to solid partnerships and increased demand for the state’s sustainable travel experiences. From January to September 2024, the state saw a 7.73% growth in UK visitors, highlighting its global appeal and contributing to the year’s aim of 4 million visits.

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,”

YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts

Four initiatives that will capture visitors’ hearts

At the WTM, Sarawak is rolling out four major initiatives that perfectly capture its dedication to sustainable tourism and unforgettable adventures. Here’s what the STB is showcasing:

Gateway to borneo initiatives launched — YB Datuk Seri Haji Abdul Karim Rahman Hamzah launched the new initiatives by striking the Gong three times to commemorate the three days event

1. Audra’s Eat, Roam, and Relish

Sarawak’s food culture is now getting the Michelin treatment thanks to Audra Morrice, a renowned chef with Sarawakian roots. Her six-episode series takes viewers on a mouthwatering journey through the UNESCO City of Gastronomy that is Sarawak. As Audra explores traditional flavours and ingredients unique to the state, she’s not just serving up food—she’s serving up the story of Sarawak’s heritage on a plate.

2. Borneo Green Bike Tour

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 the state as a prime sports tourism destination in the region.

4. Clicktripz

Sarawak is 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.

So, for all of you wanderlust-filled adventurers (especially our friends from the UK), Sarawak is ready to welcome you with open arms and boundless experiences. This “Gateway to Borneo” isn’t just a place—it’s a promise that your journey will be one for the books.