Sarawak Steals the Spotlight at WTM London 2026!

Sarawak Tourism Board (STB) is preparing to return to World Travel Market (WTM) London, taking place from 3–5 November 2026 at ExCeL London, with a refreshed destination identity, exciting new tourism experiences and a renewed focus on strengthening partnerships with the UK travel industry.

Under its newly launched tagline, ‘Sarawak: Gateway to Borneo’, Malaysia’s largest state is positioning itself as the natural starting point for exploring the island of Borneo, bringing together extraordinary biodiversity, UNESCO-recognised heritage, indigenous cultures and authentic community-led tourism experiences.

Sarawak is expected to be the only Malaysian state exhibiting at WTM London 2026, providing a dedicated platform to engage with UK and international travel trade partners. Its participation also supports the extension of the Visit Malaysia 2026 campaign into 2027, creating further opportunities for destination promotion and industry collaboration.

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 is exploring 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 Discover Sarawak Pass and Kuching Stopover Programme.

Dr Sharzede Datu Hj Salleh Askor, Chief Executive Officer of Sarawak Tourism Board, 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.

Sarawak will highlight a series of new attractions, tourism experiences and major international events at WTM London.

Sarawak Tourism Board and AirBorneo are set to formalise a strategic tourism partnership at WTM London 2026, with two new initiatives scheduled to launch on 1 January 2027. The Discover Sarawak Pass will introduce integrated travel packages combining flights, accommodation, transfers and attractions, making it easier for visitors to explore the state, while 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.

Sarawak Tourism Board (STB) is preparing to formalise a strategic partnership with Malaysia Airlines through a proposed Memorandum of Understanding (MoU) at World Travel Market (WTM) London 2026. The collaboration will focus on strengthening Sarawak’s visibility in the UK market 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.

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 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.

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.

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.

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.

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.

With the Visit Malaysia campaign continuing into 2027, Sarawak Tourism Board is looking to strengthen relationships with UK tour operators, travel agents, airlines and specialist travel companies.

From wildlife encounters and rainforest adventures to cultural discovery, river expeditions and community-led tourism, Sarawak offers opportunities for UK travel companies to develop distinctive itineraries for travellers seeking authentic experiences beyond traditional holiday routes.

Travel trade partners and media attending WTM London 2026 are invited to meet Sarawak Tourism Board at stand N9-400 to discover more about the destination’s new identity, tourism developments and opportunities for collaboration.