Sarawak launches 4 new initiatives at WTM London 2024
(From left) Sarawak Adventure Challenge Director, Robert Basiuk, Founder and Director of Paradesa Borneo, JC Chua, XTERRA EMEA (Europe, Middle East & Africa) General Manager, Doug Hall, Chairman of MATTA Sarawak Chapter and Member of STB’s BOD, Oscar Choo, STB Chairman, Dato Dennis Ngau, Deputy Minister of Tourism, Creative Industry and Performing Arts (MTCP), Datuk Sebastian Ting, Minister of Tourism, Creative Industry and Performing Arts Sarawak, Dato Sri Haji Abdul Karim Rahman Hamzah, High Commissioner of Malaysia to the UK, His Excellency Dato Zakri Jaafar, MTCP Permanent Secretary, Datu Sherrina Hussaini, Chairman of Malaysian Association of Hotels (Sarawak Chapter) and Member of STB’s BOD, John Teo, Vice President of Clicktripz, Chad Shiver, STB CEO, Sharzede Datu Haji Salleh Askor and CEO of Smart Travel Leisure & Travels, Dato Nellsen Young at the Sarawak Pavilion during WTM London 2024.
The Sarawak Tourism Board (STB) introduced its transformative “Gateway to Borneo” campaign yesterday at the esteemed World Travel Market (WTM) London 2024, which is currently being held at ExCeL London from November 5 to 7, 2024. The campaign invites global travellers to explore Sarawak’s unique cultures, pristine landscapes and boundless adventures, and marks the state’s refreshed brand as a rising star in sustainable tourism and Gateway to Borneo’s natural wonders and diverse heritage.
The United Kingdom (UK) is a pivotal market for Sarawak, making up over 34% in the long-haul visitors’ arrival with encouragingly rising numbers, support via strong partnerships and growing demand for the state’s unique sustainable travel experiences. From January to September 2024, Sarawak welcomed a 7.7% increase in visitors from the UK, underscoring its global appeal and contributing to the target of 4 million visitors for the year.
The Minister of Tourism, Creative Industry and Performing Arts Sarawak, Dato Sri Haji Abdul Karim Rahman Hamzah was present at WTM London 2024 at the Sarawak pavilion to share Sarawak’s story with industry stakeholders and partners, while extending a warm invitation to international travellers to discover the “Gateway to Borneo”. Also present at WTM London 2024 are
“Borneo, the world’s third largest island, holds treasures beyond measure, and Sarawak, with its pristine landscapes, rich communities and dedication to eco-tourism, proudly stands as its welcoming gateway. “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,” said the Minister during a press conference on November 5th.
Dato Sri Haji Abdul Karim Rahman Hamzah strikes the gong three times to officially launch STB’s latest initiatives.
STB’s presence at WTM London also underscores Sarawak’s commitment to showcasing its distinct offerings and building strategic partnerships. This year, STB also highlighted four innovative initiatives that capture Sarawak’s commitment to sustainable tourism and diverse travel experiences. They include:
Audra’s Eat, Roam and Relish
A 6-episode culinary series that celebrates Sarawak’s recognition as Malaysia’s first City of Gastronomy, offering an immersive journey through the region’s authentic flavours and unique ingredients. Hosted by Audra Morrice, author, chef and television presenter, the series will take Audra on a journey into her Sarawakian heritage, as she explores the flavours and traditions of her mother’s homeland.
Borneo Green Bike Tour
This eco-friendly tour by Smart Leisure Travel offers travellers a low-impact way to experience Sarawak’s natural beauty, allowing them to explore Kuching’s iconic sites on electric bikes and promoting low-carbon travel while supporting Sarawak’s Post-Covid Development Strategy 2030 and the United Nations Sustainable Development Goals, ensuring that sustainability remains central to Sarawak’s tourism initiatives.
XTERRA
In May 2025, get ready for the debut of the XTERRA International Adventure Triathlon Series, which is set to be held in Sarawak for the first time, further positioning the state as a prime adventure tourism destination! The XTERRA Sarawak Borneo Trail Run will also be organised with Sarawak Adventure Challenge, which will take place in rural Pueh Village.
Clicktripz
In an era of evolving travel expectations, STB will be enhancing visitor engagement and leading digital innovation with Asia Pacific’s first AI-powered marketing approach in partnership with Clicktripz, one of the world's largest travel-focused ad networks. This is set to give Sarawak exclusive access to a global audience of 100 million travel shoppers per month. By leveraging AI technology, Sarawak will be able to reach potential visitors more effectively but also provides real-time information that encourages responsible travel behaviours, supporting both the environment and local communities.
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.
