Sarawak Tourism Board Unveils ‘Gateway to Borneo’ Campaign at World Travel Market in London
The Sarawak Tourism Board (STB) has launched its ambitious ‘Gateway to Borneo’ campaign at the World Travel Market (WTM) in London, inviting international travelers to experience Sarawak’s rich culture, pristine landscapes, and sustainable tourism offerings. Running from November 5 to 7, the campaign highlights Sarawak’s position as a top destination in Borneo for eco-friendly adventures and cultural heritage.
The Minister for Tourism, Creative Industry, and Performing Arts (MTCP) Dato Sri Abdul Karim Rahman Hamzah introduced the campaign, emphasizing Sarawak’s commitment to preserving its heritage while promoting sustainable tourism. “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,” Abdul Karim stated.
Rising Appeal Among UK Travellers
With the UK as a key market, contributing over 34% of long-haul arrivals to Sarawak, the region has seen a 7.73% increase in UK visitors from January to September 2024. This rise in visitors underscores Sarawak’s appeal as a sustainable travel destination. STB’s initiatives reflect Sarawak’s vision of becoming a leader in responsible tourism, blending natural beauty with innovative, eco-friendly travel experiences.
Showcasing Sarawak’s Unique Initiatives
The ‘Gateway to Borneo’ campaign features four flagship initiatives that capture Sarawak’s diverse attractions:
- Audra’s Eat, Roam, and Relish
Hosted by renowned chef Audra Morrice, this culinary series celebrates Sarawak as Malaysia’s first UNESCO City of Gastronomy. The six-episode series dives into Sarawak’s rich food culture, showcasing authentic flavors and unique ingredients while connecting audiences with the region’s heritage through food. - Borneo Green Bike Tour
In partnership with MTCP stakeholders, this eco-friendly tour invites visitors to explore Kuching’s sites on electric bikes. Promoting low-carbon travel, the tour supports Sarawak’s Post-Covid Development Strategy 2030 and the UN Sustainable Development Goals. - XTERRA Sarawak Borneo Trail Run
Organized with the Sarawak Adventure Challenge, this off-road trail run in Pueh Village offers adrenaline-filled adventure, positioning Sarawak as a premier sports tourism destination in Southeast Asia. - Digital Innovation with Clicktripz
STB is partnering with Clicktripz to leverage Asia Pacific’s first AI-powered marketing platform, enhancing Sarawak’s digital presence and engaging global travelers through targeted, data-driven campaigns.
A Model of Sustainable Tourism
Sarawak’s ‘Gateway to Borneo’ initiative combines natural beauty, cultural depth, and digital innovation to set new standards in sustainable tourism. By inviting travelers to explore Borneo’s vibrant ecosystems and diverse communities, STB aims to create unforgettable experiences that preserve Sarawak’s unique heritage.
Moving Forward with Vision
Sarawak’s dedication to sustainable tourism was also reflected in the event’s attendance by leaders and partners, including MTCP Deputy Minister Datuk Sebastian Ting, STB CEO Sharzede Datu Salleh Askor, and industry representatives from XTERRA, Clicktripz, and Smart Leisure & Travels.
Through the ‘Gateway to Borneo’ campaign, Sarawak extends a warm invitation to global travelers to embark on a transformative journey, where each visit supports the preservation of this remarkable destination for future generations.
