KUCHING: Sarawak’s participation at World Travel Market (WTM) London 2025 garnered two acknowledgements that highlight the state’s continued efforts to share its natural and cultural heritage with global audiences.
Sarawak Tourism Board (STB) Chief Executive Officer (CEO), Sharzede Salleh Askor, said that these acknowledgements encourage continued refinement in how Sarawak is presented internationally.
“WTM London provides an important platform for us to share our stories with partners, media, and visitors, and we are grateful for the positive engagement we received,” she said in a statement issued by STB today.
According to the statement, Sarawak was recognised with the Best Stand Feature Award at the WTM Best Stand Awards 2025 for its first-of-its-kind LED Arch installation at the Sarawak Pavilion.
The display showcased interchanging visuals of the Mulu Pinnacles, the Three Sisters Waterfall in Long San, Baram, and the Miri-Sibuti Coral Reefs National Park.
“Judges highlighted the ‘eye-catching’ waterfall sequence, noting its effective use of audio-visual features.
“The installation was conceptualised to introduce visitors to Sarawak’s varied landscapes through a simple, visually cohesive presentation that blends creative display with educational intent.
“Sarawak was also named among the Top 10 Most Desirable Regions (Worldwide) at the Wanderlust Reader Travel Awards 2025, reflecting global interest in destinations offering authentic culture, nature and experiences,” it said.
Both recognitions complement Sarawak’s broader showcase at WTM London 2025, which included cultural performances, trade and media interactions and the introduction of the ‘Sarawak Welcomes You’ video and the Borneo UNESCO Sites Packages.
These efforts contribute to Sarawak’s role in supporting Malaysia’s preparations for Visit Malaysia 2026, anchored by sustainability, community empowerment, and Sarawak’s CANFF pillars – Culture, Adventure, Nature, Food, and Festivals.
As Sarawak continues strengthening its international outreach, the acknowledgements at WTM London reflect the state’s steady progress in presenting Sarawak as the Gateway to Borneo through genuine, creative and responsible storytelling.
For the record WTM London, held from Nov 4 to 6, gathered about 5,000 exhibitors from 180 countries.
Sarawak’s participation, led by the STB in collaboration with state agencies and industry partners, featured 15 co- exhibitors united in showcasing the state’s diverse tourism offerings on the global stage.
