Sarawak Tourism Board introduced its transformative Gateway to Borneo campaign at the recent World Travel Market in London, inviting global travel trade and travellers to explore the unique cultures, pristine landscapes, and boundless adventures that the state has to offer.
This campaign marks Sarawak’s refreshed brand as a rising star in sustainable tourism and Borneo’s natural wonders and diverse heritage, and its commitment to building strategic partnerships and elevating distinct tourism offerings.
Sarawak’s minister for tourism, creative industry and performing arts, Abdul Karim Rahman Hamzah explained that Gateway to Borneo goes beyond the idea of a mere entry point: “It is a journey into a land where rich traditions, majestic landscapes, and responsible tourism set a new benchmark for world travellers.”
He also emphasised Sarawak’s dedication to eco-friendly tourism that not only prioritises environmental preservation but also respects and supports local communities.
The UK remains a crucial market for Sarawak, accounting for over 34 per cent of longhaul visitor arrivals. Visitor numbers from the UK rose 7.73 per cent in the first nine months of 2024, contributing to Sarawak’s four-million-arrivals target for the year. This upward trend reflects the appeal of Sarawak’s sustainable and immersive travel experiences, which are increasingly in demand.
The campaign launch comprises four new initiatives that highlight Sarawak’s sustainable tourism and diverse experiences.
These include Audra’s Eat, Roam, and Relish, a culinary series hosted by renowned chef Audra Morrice that highlights Sarawak as a premier food tourism destination and a place where food connects people through shared stories and heritage; Borneo Green Bike Tour, an eco-friendly tour allowing visitors to explore Kuching’s iconic sites on electric bikes to promote low-carbon travel; XTERRA Sarawak Borneo Trail Run, an off-road trail run in rural Pueh Village that positions Sarawak as a prime sports tourism destination in the region; and the Clicktripz partnership that leverages digital engagement to connect directly with travellers in promoting the state’s rich heritage, adventure opportunities, and responsible tourism initiatives.
