London, 5 November 2024 – Sarawak Tourism Board (STB) unveiled its new “Gateway to Borneo” campaign today at the World Travel Market (WTM) London, inviting global travelers to experience Sarawak’s rich cultural heritage, untouched landscapes, and commitment to responsible tourism. As the UK makes up over 34% of Sarawak’s long-haul visitors, the campaign aims to strengthen Sarawak’s brand as a leader in sustainable travel and a must-visit destination for eco-conscious travelers.
A Vision for Responsible Tourism
At the WTM event from 5th to 7th November, YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts, extended an invitation to discover the beauty and diversity of Borneo, describing “Gateway to Borneo” as a journey that blends Sarawak’s majestic landscapes with initiatives for environmental preservation and community respect. “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 travelers,” stated the Minister.
Highlighting Sarawak’s Sustainable Tourism Initiatives
STB’s campaign showcases Sarawak’s dedication to low-impact tourism and unique experiences through four key initiatives presented at WTM:
- Audra’s Eat, Roam, and Relish
Celebrating Sarawak’s recognition as Malaysia’s first UNESCO City of Gastronomy, this culinary series hosted by Sarawak-born chef Audra Morrice highlights authentic Sarawakian flavors and ingredients across six episodes, positioning Sarawak as a top destination for food tourism. - Borneo Green Bike Tour
Promoting low-carbon tourism, this eco-friendly tour in partnership with local stakeholders lets travelers explore Kuching’s famous sites on electric bikes, supporting Sarawak’s Post-COVID Development Strategy 2030 and the United Nations Sustainable Development Goals. - XTERRA Sarawak Borneo Trail Run
Held in rural Pueh Village in collaboration with the Sarawak Adventure Challenge, this event spotlights Sarawak as a prime destination for sports tourism, offering adrenaline-packed outdoor experiences. - Clicktripz Partnership
As Asia Pacific’s first AI-driven tourism marketing approach, this collaboration with Clicktripz will broaden Sarawak’s reach, targeting travelers worldwide with personalized and engaging experiences that emphasize Sarawak’s heritage, adventure, and commitment to responsible travel.
Sarawak’s Growing Appeal in the UK Market
The UK market has shown increasing interest in Sarawak, contributing to a 7.73% rise in visitor numbers from January to September 2024. This growth reflects Sarawak’s appeal to eco-conscious travelers, aiming to reach 4 million total arrivals by year-end.
With “Gateway to Borneo,” Sarawak Tourism Board warmly welcomes travelers worldwide to explore a destination where culture, nature, and sustainable practices converge, preserving a truly remarkable legacy for generations to come.