Sarawak saw a 7.73 pc increase in visitors from the United Kingdom from January to September 2024
Sarawak Tourism Board (STB) has debuted its ‘Gateway to Borneo’ campaign at the World Travel Market (WTM) in London, aiming to draw global travellers to Sarawak’s unique cultural and eco-tourism offerings.
In a press statement, STB says that the initiative encourages exploration of Sarawak’s vibrant landscapes and heritage, which it says are perfectly aligned with global standards for sustainable tourism.
The campaign was presented by Abdul Karim Rahman Hamzah, Sarawak’s Minister for Tourism, Creative Industry, and Performing Arts.
The campaign highlights Sarawak’s initiatives in eco-tourism, cultural discovery and culinary experiences
According to STB, Sarawak saw a 7.73 pc increase in visitors from the United Kingdom from January to September 2024, illustrating strong interest in the state’s offerings.
Positioned as a Gateway to Borneo, the campaign highlights Sarawak’s initiatives in eco-tourism, cultural discovery and culinary experiences, leveraging strategic partnerships to boost tourism appeal.
Key campaign highlights include:
Through this initiative, Sarawak seeks to engage travellers in meaningful ways, offering rich experiences in nature, adventure, culture and cuisine
Audra’s Eat, Roam, and Relish: A culinary series hosted by chef Audra Morrice, celebrating Sarawak’s designation as Malaysia’s first UNESCO City of Gastronomy. The series highlights Sarawak’s food traditions and unique flavours.
Borneo Green Bike Tour: An eco-friendly bike tour through Kuching promotes low-carbon travel and sustainable tourism, aligning with Sarawak’s Development Strategy 2030 and UN Sustainable Development Goals.
Xterra Sarawak Borneo Trail Run: An off-road adventure in Pueh Village, showcasing Sarawak’s potential as a sports tourism destination through its natural landscapes and thrilling outdoor activities.
AI-Powered Marketing with Clicktripz: A collaboration with Clicktripz brings innovative, AI-powered marketing tools, allowing Sarawak to engage with potential visitors globally and boost digital tourism outreach.
“Sarawak’s Gateway to Borneo is more than an entry point. It is 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,” says Hamzah.
Sarawak Tourism Board says it participated at WTM London, that concluded on Thursday, to building long-term partnerships and promote Sarawak as a top travel destination.
Through this initiative, Sarawak seeks to engage travellers in meaningful ways, offering rich experiences in nature, adventure, culture and cuisine while honouring its commitment to preserving its unique heritage.