Sarawak marked a defining moment in its tourism journey with the unveiling of its refreshed destination identity and new tourism tagline, Sarawak: Gateway to Borneo, which replaces the former tagline, Sarawak: More to Discover, introduced in 2019 in conjunction with the Visit Sarawak campaign.
The new tourism tagline was revealed during the Soul of Borneo Gala Dinner on August 19, in the presence of Sarawak’s Premier, Abdul Rahman Zohari Openg.
The refreshed destination identity reflects Sarawak’s continued evolution as a destination that honours its rich heritage and biodiversity while embracing innovation, connectivity, and new opportunities under the state’s broader transformation agenda, the Sarawak Tourism Board said in a press statement.
Sarawak: Gateway to Borneo embodies the state’s aspiration to become the natural entry point to discovering the island of Borneo.
It invites travellers to begin their Bornean journey in Sarawak, where authentic indigenous cultures, UNESCO-recognised heritage, world-renowned biodiversity, vibrant festivals, and meaningful connections with local communities come together in one destination.
Anchored by the new destination brand, Sarawak remains committed to purposeful tourism growth by creating experiences that benefit local communities, celebrate cultural authenticity, and safeguard the state’s natural environment for future generations.
At the recently concluded PATA Travel Mart, Sarawak was also recognised as a Grand Title Winner at the PATA Gold Awards 2026 under the Marketing category for its Guinness World Records Title – Longest Cumulative Distance by a Remote-Controlled Multirotor/Drone Relay initiative.
