The Sarawak Tourism Board proudly announces its participation in the 2024 World Travel Market (WTM) in London, led by YB Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry, and Performing Arts Sarawak. This year marks significant growth and strategic partnerships aimed at establishing Sarawak as a top-tier destination for eco-friendly and culturally rich travel experiences.

Situated on Borneo, Sarawak offers visitors an unparalleled blend of ecotourism, cultural richness, and adventure tourism, all set within one of the planet’s most diverse ecosystems.

Committed to sustainable tourism, the Sarawak Tourism Board emphasizes responsible practices that protect the natural environment and cultural heritage. This mission encompasses conservation, eco-friendly initiatives, community engagement, and cultural preservation to ensure tourism’s long-term sustainability.

At WTM, Sarawak will unveil new initiatives showcasing its dedication to sustainable tourism:

Celebrating Culinary Heritage and Authentic Experiences

A key highlight of Sarawak’s WTM presentation is its focus on culinary tourism, spotlighting the release of the Sarawak Gastronomy Video by Audra Morrice, a MasterChef Australia finalist. This feature celebrates the unique flavors and deep-rooted cultural importance of Sarawak’s cuisine, positioning the region as an emerging food tourism hotspot that blends culinary delight with eco-conscious travel.

Promoting Responsible Travel and Sustainability

Sarawak’s commitment to eco-friendly tourism is exemplified by new offerings like the Borneo Green Bike Tour from Smart Leisure Travels. This initiative provides travelers with an environmentally mindful way to appreciate the region’s breathtaking landscapes while fostering awareness of conservation and sustainability.

Harnessing Digital Innovation

Meeting the demands of modern travelers, the Sarawak Tourism Board is elevating visitor interaction through cutting-edge digital technology. As the first destination marketing organization (DMO) in the Asia-Pacific to implement AI-driven campaigns, Sarawak collaborates with Clicktripz, a leading global travel-focused ad network. This partnership grants access to a vast audience of 100 million monthly travel shoppers. Through AI integration, the Board aims to enhance visitor experiences, encourage sustainable travel practices, and share real-time updates that support both the environment and local communities.

Advancing Adventure and Sports Tourism

Sarawak’s commitment to adventure tourism will be showcased in May 2025 with the introduction of the XTERRA International Adventure Triathlon Series. Hosting this world-renowned event positions Sarawak as a leading sports tourism destination, reflecting its dedication to low-impact, sustainable exploration. The XTERRA series provides athletes and adventure seekers with a chance to engage with Sarawak’s unique environment, promoting both environmental stewardship and community involvement.

Fostering Sustainable Tourism through Community Involvement

Sarawak is dedicated to strengthening its community-centric tourism by broadening the reach of homestays and eco-friendly accommodations. These efforts offer travelers authentic experiences that immerse them in local traditions and cultures while directly supporting sustainable tourism. By nurturing deeper interactions between visitors and the local population, Sarawak enhances environmental awareness and bolsters the economic prosperity of its communities.

“We are excited to showcase Sarawak’s unique blend of culture, sustainability, and innovation at WTM this year,” said YB Dato Sri Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry, and Performing Arts Sarawak. 

“From immersive cultural experiences and eco-friendly travel initiatives to partnerships in digital innovation, Sarawak is committed to promoting responsible tourism that celebrates and preserves our rich heritage while supporting community development and conservation. We are also delighted to host the XTERRA International Adventure Triathlon Series for the first time in 2025, which further enhances our reputation as a top destination for sporting events. Our new initiatives, which seamlessly blend gastronomy, sport, nature, and cultural connection, reinforce Sarawak’s standing as a vibrant, eco-conscious destination for travellers, while ensuring the sustainability of our tourism industry for years to come.”

Press Conference Set for Tuesday, 5th November at 9:45 a.m.

The Sarawak Tourism Board will host a press conference on Tuesday, 5th November at 9:45 a.m., welcoming all attendees to join. The event will feature a traditional welcome dance, followed by an opening speech from the Minister for Tourism, Culture, and Performing Arts Sarawak. Key initiatives to be showcased at WTM will be revealed, providing an exclusive preview of Sarawak’s latest tourism advancements.

Key Speaker at “Indigenous Tourism: A Legacy Reawakened in Heritage, Community, and Conservation”

Sharzede Datu Hj Salleh Askor, CEO of the Sarawak Tourism Board, will be participating in WTM and is set to join an engaging panel discussion on Wednesday, 6th November, from 11:35 a.m. to 12:25 p.m. in the Orange Theatre. Titled “Indigenous Tourism: A Legacy Reawakened in Heritage, Community, and Conservation,” the session will delve into the significant role of Indigenous-led initiatives in preserving cultural heritage while promoting sustainability, driving social progress, and supporting economic and environmental growth.

Highlighting Indigenous Tourism’s Impact

In collaboration with the WTTC, the panel discussion will shed light on the transformative power of Indigenous Tourism in the global travel sector. It will demonstrate how these initiatives foster deep connections, celebrate cultural heritage, empower local communities, and contribute to the sustainable preservation of sacred lands.

Discover Sarawak’s Cultural Richness at Stand N9-240

Visitors to WTM are invited to experience the essence of Sarawak by visiting Stand N9-420. A range of cultural showcases will be featured, including the Sarawak Cultural Show with traditional music and dance, a Tattoo Showcase, and an exhibition of Pua Kumbu. This traditional woven textile holds deep cultural significance within the Iban community, representing intricate designs imbued with spiritual symbolism and crafted by skilled artisans. These exhibitions not only highlight Sarawak’s cultural diversity but also celebrate its exceptional craftsmanship and long-standing traditions.

The Sarawak Tourism Board’s involvement in WTM emphasizes its dedication to promoting Sarawak as a premier destination that blends authentic experiences with responsible and sustainable tourism practices.