Sarawak Tourism Board launches ‘Gateway to Borneo’ campaign at World Travel Market in London

KUCHING (Nov 6): Sarawak Tourism Board (STB) today introduced its transformative ‘Gateway to Borneo’ campaign, inviting global travellers to explore the unique cultures, pristine landscapes and boundless adventures that Sarawak has to offer, at the esteemed World Travel Market (WTM) in London.

Running from Nov 5 to 7, the campaign marks Sarawak’s refreshed brand as a rising star in sustainable tourism and gateway to Borneo’s natural wonders and diverse heritage.

According to a statement, the Minister for Tourism, Creative Industry and Performing Arts (MTCP) Dato Sri Abdul Karim Rahman Hamzah shared Sarawak’s story with industry stakeholders and partners, extending a warm invitation to discover the ‘Gateway to Borneo,’ during the WTM.

“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 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,” Abdul Karim said during the launching ceremony.

He also shared that the UK remains a pivotal market for Sarawak, making up over 34 per cent of the long-haul visitors arrivals with the numbers rising encouragingly, supported by strong partnerships and a growing demand for Sarawak’s unique sustainable travel experiences.

“From January to September 2024, Sarawak welcomed a 7.73 per cent increase in visitors from the UK, underscoring its global appeal and contributing to the four million arrivals target for the year.

“These initiatives taken by the Sarawak Tourism Board reflect our vision of Sarawak as a destination of rich heritage, sustainability and forward-thinking travel experiences,” he said.

Four innovative initiatives that capture Sarawak’s commitment to sustainable tourism and diverse travel experiences were highlighted in this year’s WTM.

The first is ‘Audra’s Eat, Roam, and Relish’, a culinary series that celebrates Sarawak’s recognition as Malaysia’s first Unesco City of Gastronomy, offering an immersive journey through the region’s authentic flavours and unique ingredients.

Hosted by renowned chef Audra Morrice, this six-episode series showcases Sarawak’s rich culinary landscape, with her Sarawakian roots.

Audra explores the flavours and traditions of her mother’s homeland, highlighting Sarawak as a premier food tourism destination and a place where food connects people through shared stories and heritage.

Secondly, the Borneo Green Bike Tour, which is in partnership with MTCP’s stakeholders, is an eco-friendly tour that 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.

“Thirdly, XTERRA Sarawak Borneo Trail Run, where the off-road trail runs in rural Pueh Village organised with Sarawak Adventure Challenge, brings adrenaline and adventure to the forefront, positioning Sarawak as a prime sports tourism destination in the region.

Lastly, MTCP also partnered up with Clicktripz, where Sarawak is elevating digital innovation with Asia Pacific’s first AI-powered marketing approach to amplify its global reach, directly engaging travellers in a meaningful way.

With a unique blend of culture, natural beauty, and innovation, Sarawak is capturing the attention of travellers worldwide as a model of sustainable tourism.

Through the ‘Gateway to Borneo’ campaign, Sarawak invites global travellers to embark on an unforgettable journey into the heart of Borneo — where every path leads to discovery, every landscape tells a story and every visit contributes to preserving a truly remarkable destination for generations to come.

Also present were Sarawak Adventure Challenge director Robert Basiuk, Sarawak Adventure Challenge director JC Chua, XTERRA EMEA (Europe, Middle East & Africa) general manager Doug Hall, STB Board of Directors member Oscar Choo, STB chairman Dato Dennis Ngau, MTCP Deputy Minister Datuk Sebastian Ting, MTCP permanent secretary Datu Sherrina Hussaini, STB Board of Directors member Peter Teo, Clicktripz vice president Chad Shiver, STB CEO Sharzede Datu Salleh Askor, Smart Leisure & Travels CEO Nellsen Young and High Commissioner of Malaysia to the UK Dato Zakri Jaafar.