{"id":275747,"date":"2026-11-03T05:15:00","date_gmt":"2026-11-02T22:15:00","guid":{"rendered":"https:\/\/www.ttrweekly.com\/site\/?p=275747"},"modified":"2026-11-03T06:02:13","modified_gmt":"2026-11-02T23:02:13","slug":"sarawak-spotlights-2027-tourism-experiences","status":"publish","type":"post","link":"https:\/\/www.ttrweekly.com\/site\/2026\/11\/sarawak-spotlights-2027-tourism-experiences\/","title":{"rendered":"Sarawak spotlights 2027 tourism experiences"},"content":{"rendered":"\n

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.<\/p>\n\n\n\n

Under its newly launched tagline, \u2018Sarawak: Gateway to Borneo\u2019, Malaysia\u2019s 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.<\/p>\n\n\n

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Photo credit: Sarawak Tourism Board.<\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Sarawak\u2019s participation at WTM supports extending the Visit Malaysia 2026 campaign into 2027, creating further opportunities for destination promotion and industry collaboration.<\/p>\n\n\n\n

A new chapter: Sarawak, Gateway to Borneo<\/strong><\/p>\n\n\n\n

Officially unveiled on 19 August 2026 during the Soul of Borneo Gala Dinner, Sarawak\u2019s refreshed destination identity replaces the previous \u2018Sarawak: More to Discover\u2019 tagline, introduced in 2019.<\/p>\n\n\n\n

The new positioning reflects the state\u2019s 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.<\/p>\n\n\n\n

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\u2019s unique appeal and reinforcing its \u2018Gateway to Borneo\u2019 positioning<\/p>\n\n\n

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The Board is also exploring a potential collaboration with AirBorneo to introduce the Discover Sarawak Pass and Kuching Stopover Programme.<\/p>\n\n\n\n

Sarawak Tourism Board Chief Executive Officer Dr Sharzede Datu Hj Salleh Askor commented: \u201cWTM London 2026 marks an exciting new chapter for Sarawak as we introduce our \u2018Gateway to Borneo\u2019 identity to the UK and international travel industry.<\/p>\n\n\n\n

\u201cOur 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.<\/p>\n\n\n\n

\u201cAs we look ahead to Visit Malaysia 2026\u20132027, 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.\u201d<\/p>\n\n\n\n

What\u2019s new in Sarawak for 2026\u20132027?<\/strong><\/p>\n\n\n\n

Sarawak is highlighting a series of new attractions, tourism experiences and major international events this week at WTM London.<\/p>\n\n\n\n

AirBorneo partnership to launch new tourism initiatives in 2027<\/strong><\/p>\n\n\n\n

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\u2019s cultural and heritage attractions. Leveraging AirBorneo\u2019s growing route network and STB\u2019s 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.<\/p>\n\n\n

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Malaysia Airlines partnership to strengthen UK market presence<\/strong><\/p>\n\n\n\n

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. <\/p>\n\n\n\n

The collaboration will strengthen Sarawak\u2019s visibility through joint marketing campaigns, leveraging Malaysia Airlines\u2019 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\u2019s positioning as the Gateway to Borneo.<\/p>\n\n\n\n

Borneo River Cruise \u2013 launching March 2027<\/strong><\/p>\n\n\n\n

Scheduled to commence operations in March 2027, Borneo River Cruise by Island Fun Holidays River Cruise is described as Borneo\u2019s 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. <\/p>\n\n\n\n

Two itineraries will be available: an eight-day\/seven-night round-trip expedition and a five-day\/four-night journey.<\/p>\n\n\n\n

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