LONDON, England: Sarawak has made a bold statement on the world tourism stage at the World Travel Market (WTM) London 2025, unveiling major international initiatives to spearhead Visit Malaysia Year 2026 campaign.
Led by the Minister of Tourism, Creative Industry and Performing Arts, Datuk Seri Abdul Karim Rahman Hamzah, Sarawak positioned itself as a frontrunner in responsible, sustainable and experiential tourism, drawing global attention through its new theme, ‘Sarawak Welcomes You’.
In his keynote address at the official launch, Abdul Karim invited the world to rediscover Borneo through Sarawak’s culture, biodiversity and community spirit, emphasising that tourism today is about connection and learning.
“Tourism is no longer just about where we go, but what we learn, whom we meet and how we connect with the world around us,” he told delegates.
Sarawak’s showcase at WTM featured a vibrant mix of cultural performances, traditional weaving and beading demonstrations and business networking sessions that strengthened international visibility.
Digital displays promoting Sarawak were also featured across over 645 prime locations in London, inviting travellers to explore the state’s natural and cultural wonders.
Two landmark initiatives were unveiled at the event – the ‘Gateway to Sarawak: Guinness World Record’ campaign, aimed at celebrating the state’s innovation and heritage, and the Borneo UNESCO Sites Packages, a joint promotion with Sabah Tourism Board highlighting Gunung Mulu National Park, Niah National Park and the Sarawak Delta Geopark.
Abdul Karim said that these sites represent the balance between conservation and discovery, reinforcing Borneo as a destination where nature, heritage and people coexist in harmony.
He added that Sarawak’s tourism agenda is guided by the Post COVID-19 Development Strategy 2030 (PCDS 2030), which promotes sustainability, inclusivity and innovation – ensuring that every visitor experience contributes to community empowerment and environmental protection.
“Heritage is strongest when shared, and collaboration is the true path to conservation. From our heart to yours – from Borneo to London – Sarawak welcomes you,” he said.
The WTM London launch also marked the beginning of Malaysia’s national countdown to Visit Malaysia Year 2026, with Sarawak leading the charge in shaping the nation’s global tourism narrative.
