Sarawak Shines at WTM London with Cultural Brilliance

Sarawak Tourism Board (STB) will make its largest-ever appearance at World Travel Market (WTM) London 2025, taking place from 4th – 6th November 2025 at ExCeL London, as the state strengthens its global tourism positioning ahead of Visit Malaysia Year (VMY) 2026.

At this year’s event, Sarawak will take centre stage with its biggest pavilion to date, joined by 15 co-exhibitors representing tour operators, hotels, and tourism products from across the State. The pavilion will spotlight Sarawak’s natural wonders, cultural diversity, and sustainable tourism initiatives – spanning adventure and sports, wellness, gastronomy, and responsible travel.

WTM London provides a powerful platform for Sarawak to reinforce its global brand as the Gateway to Borneo, engage with key UK and European markets, and position the destination as a key contributor to Malaysia’s national tourism campaign in 2026.

Sarawak’s participation features a dynamic programme of trade, cultural, media, and collaborative initiatives:

Sarawak Networking Cocktail (4th November, from 16:30): An evening bringing together key trade partners, media, and stakeholders, with welcoming remarks from STB to set the tone for a collaborative and productive event. (Stand N10-400).

Official Launching Ceremony (5th November, from 10:30): Officiated by YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry and Performing Arts Sarawak. Highlights include:

TrendFest: Sarawak will make its debut at WTM’s new TrendFest, an immersive platform celebrating adventure, culture, and gastronomy. Visitors can enjoy daily cultural performances, live artisan demonstrations, and interactive experiences that bring Sarawak’s heritage to life. (TrendFest TF10)

Trade Engagements at the Pavilion: Meanwhile, Sarawak’s 15 co-exhibitors will hold B2B meetings with international buyers, strengthening partnerships and connecting with key UK and European markets throughout the event.

“WTM London is a critical platform for us as we build momentum towards Visit Malaysia 2026,” said Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board. “Our focus is to strengthen Sarawak’s global brand as the Gateway to Borneo – a destination offering meaningful, eco-conscious experiences rooted in culture, adventure, and nature. Through strategic partnerships, cultural showcases, and trade and media engagement at WTM, we aim to reinforce Sarawak’s presence as a leader in responsible and experience-driven tourism.”

Sarawak’s participation also reflects its commitment to cross-Borneo collaboration and sustainable tourism development. The Borneo UNESCO Sites Packages, developed with Sabah Tourism Board, highlight a shared mission to promote Borneo’s natural and cultural heritage to international markets.

Nestled on the island of Borneo, Sarawak – the Land of the Hornbills – offers unforgettable experiences for every traveller. Visitors can explore the vast caves of Gunong Mulu National Park, celebrating its 25th anniversary as a UNESCO World Heritage Site this year, uncover ancient human history in the Niah Caves, trek through Bako National Park, or experience community-led conservation at the Sarawak Delta Geopark. Guests can also engage with local communities through homestays, craft workshops, and cultural exchanges that bring Sarawak’s living heritage to life.