LONDON, 3 November 2026: Sarawak Tourism Board (STB) is presenting its destinations and travel experiences to the travel trade at the World Travel Market (WTM) London, taking place this week at ExCeL London.
Under its newly launched tagline, ‘Sarawak: Gateway to Borneo’, Malaysia’s largest state is positioning itself as the natural starting point for exploring Borneo island, bringing together extraordinary biodiversity, UNESCO-recognised heritage, indigenous cultures and authentic community-led tourism experiences.
Sarawak’s participation at WTM supports extending the Visit Malaysia 2026 campaign into 2027, creating further opportunities for destination promotion and industry collaboration.
A new chapter: Sarawak, Gateway to Borneo
Officially unveiled on 19 August 2026 during the Soul of Borneo Gala Dinner, Sarawak’s refreshed destination identity replaces the previous ‘Sarawak: More to Discover’ tagline, introduced in 2019.
The new positioning reflects the state’s ambition to become the natural entry point for discovering Borneo, inviting visitors to explore its ancient rainforests, UNESCO World Heritage Sites, vibrant festivals and diverse indigenous communities.
At WTM London, Sarawak Tourism Board explores opportunities to bring the new identity to life through on-stand activities, including a proposed promotional video showcasing the destination’s unique appeal and reinforcing its ‘Gateway to Borneo’ positioning
The Board is also exploring a potential collaboration with AirBorneo to introduce the Discover Sarawak Pass and Kuching Stopover Programme.
Sarawak Tourism Board Chief Executive Officer Dr Sharzede Datu Hj Salleh Askor commented: “WTM London 2026 marks an exciting new chapter for Sarawak as we introduce our ‘Gateway to Borneo’ identity to the UK and international travel industry.
“Our refreshed positioning reflects our ambition to inspire travellers to discover Borneo through Sarawak, showcasing our extraordinary biodiversity, rich cultural heritage and authentic community experiences, while ensuring tourism creates meaningful benefits for our communities and protects our natural environment.
“As we look ahead to Visit Malaysia 2026–2027, we see tremendous opportunities to strengthen our partnerships with the UK travel trade, introduce new experiences and encourage more travellers to explore everything Sarawak has to offer.”
What’s new in Sarawak for 2026–2027?
Sarawak is highlighting a series of new attractions, tourism experiences and major international events this week at WTM London.
AirBorneo partnership to launch new tourism initiatives in 2027
Sarawak Tourism Board and AirBorneo have formalised a strategic tourism partnership, with two new initiatives scheduled to launch on 1 January 2027. The Discover Sarawak Pass will introduce integrated travel packages that combine flights, accommodation, transfers, and attractions, making it easier for visitors to explore the state. At the same time, the Kuching Stopover Programme will encourage transit passengers to extend their stay and experience the city’s cultural and heritage attractions. Leveraging AirBorneo’s growing route network and STB’s destination marketing expertise, the collaboration aims to increase international arrivals, encourage longer stays and spread tourism benefits across Sarawak, supported by joint international marketing campaigns and wider industry participation.
Malaysia Airlines partnership to strengthen UK market presence
Sarawak Tourism Board (STB) has formalised a strategic partnership with Malaysia Airlines through a proposed Memorandum of Understanding (MoU) signed this week at the World Travel Market (WTM) London 2026.
The collaboration will strengthen Sarawak’s visibility through joint marketing campaigns, leveraging Malaysia Airlines’ established travel trade networks and consumer marketing channels to raise destination awareness and inspire more UK travellers to discover Sarawak. The partnership will also support the wider objectives of Visit Malaysia 2027, reinforcing Sarawak’s positioning as the Gateway to Borneo.
Borneo River Cruise – launching March 2027
Scheduled to commence operations in March 2027, Borneo River Cruise by Island Fun Holidays River Cruise is described as Borneo’s first and only long-stay river expedition. Aboard an intimate 16-cabin vessel, travellers will explore the remote Rajang River, discovering indigenous cultures, living heritage and authentic encounters with river communities.
Two itineraries will be available: an eight-day/seven-night round-trip expedition and a five-day/four-night journey.
Sarawak Delta Geopark – UNESCO recognition
Sarawak Delta Geopark was designated a UNESCO Global Geopark in April 2026, becoming Sarawak’s first. The recognition celebrates the region’s exceptional geological heritage, biodiversity and cultural landscapes, creating further opportunities for nature-based tourism, education and sustainable exploration. The Wallace Centre in Santubong further complements the geopark’s tourism offerings by showcasing the legacy of naturalist Alfred Russel Wallace and Sarawak’s rich biodiversity, providing visitors with opportunities to deepen their understanding of the region’s natural and scientific heritage.
Rainforest World Music Festival – 30th Anniversary in 2027
Sarawak’s internationally renowned Rainforest World Music Festival (RWMF) will celebrate its 30th Anniversary in 2027. Held at Sarawak Cultural Village, the festival brings together international musicians, indigenous performers and cultural experiences against a spectacular rainforest backdrop.
SEA Games 2027 – Sarawak to co-host
Sarawak will co-host the 2027 Southeast Asian Games, with 18 sports scheduled to take place in the state. The event will provide a platform to showcase Sarawak’s sporting facilities, hospitality and tourism attractions to a regional and international audience.
Brooke Dockyard Industrial Heritage Museum – opened April 2026
Officially opened on 20 April 2026, the Brooke Dockyard Industrial Heritage Museum in Kuching celebrates Sarawak’s maritime and industrial history, with the HHY Zahora ship among its principal attractions. The museum recorded 50,130 visitors between 21 April and 12 June 2026, adding an important new cultural experience to Kuching’s tourism offering.
PATA Gold Awards 2026
Sarawak was named a Grand Title Winner in the Marketing category at the PATA Gold Awards 2026 for its Guinness World Records drone-relay initiative, recognising the destination’s innovative approach to tourism promotion.
For more information on Sarawak’s attractions and destination experiences, visit: https://www.sarawaktourism.com/web/home/index/
(Source: Your Stories — Sarawak Tourism Board)
