Sarawak unveils its most ambitious bid at the World Travel Market London 2025 to boost global tourism presence ahead of visiting Malaysia in 2026

Posted on November 3, 2025

Sarawak is set to make history at the World Travel Market (WTM) London 2025 with its largest-ever participation, marking a bold move in positioning itself as one of Asia’s leading sustainable and cultural tourism destinations. Taking place from 4 to 6 November 2025 at ExCeL London, this major exhibition underscores Sarawak’s commitment to expanding its global reach and building anticipation for Visit Malaysia Year (VMY) 2026.

This year’s expo will see Sarawak take center stage with an impressive pavilion – the largest it has ever presented – designed to embody the state’s vibrant landscape, cultural depth, and eco-friendly travel ethos. Supported by 15 participating exhibitors from across the state, including hotels, tour operators and tourism product providers, Sarawak’s collective presence will reflect a dynamic mix of adventure, wellness, gastronomy and responsible tourism.

Sarawak’s strong vision for global tourism

WTM London is a powerful global platform where destinations connect with international buyers, travel professionals and media from around the world. For Sarawak, this is a strategic opportunity to reassert its image as a state Borneo portal– A destination where nature, heritage and innovation intertwine to deliver transformative travel experiences. Through its participation, Sarawak aims to engage deeply with the British and European markets, strengthen cross-border cooperation, and highlight its contribution to broader tourism growth in Malaysia before 2026.

Sarawak highlights at WTM London 2025

The state program at WTM London 2025 will include a series of engaging events designed to showcase Sarawak’s diversity and forward-looking tourism strategies:

Sarawak Network Cocktail – 4 November 2025 (16:30)
The networking evening will open the World Travel Market campaign in Sarawak, where global trade partners, tourism stakeholders and media representatives will be welcomed. The session will set the tone for collaboration, innovation and relationship building throughout the three-day event.

Official Launch Ceremony – November 5, 2025 (10:30)
The official ceremony will include an impressive array of initiatives that underscore Sarawak’s evolving tourism landscape. Highlights include launch “Sarawak welcomes you”– A cinematic video campaign developed for Visit Malaysia in 2026 – and reveal “Gateway to Guinness World Records Sarawak (GWR)” The trailer, which introduces a major landmark initiative linked to Sarawak’s global tourism ambitions.

The highlight moment of the ceremony will be Joint launch with Sabah Tourism Authority Subordinate UNESCO Borneo Site Packagesa collaborative effort to elevate the island’s globally recognized ecological and cultural treasures. These packages will highlight:

• Gunung Mulu National ParkIt is a UNESCO World Heritage Site and is famous for its massive cave systems and unique biodiversity.
• Niah National ParkIt is another UNESCO World Heritage Site celebrated for its archaeological importance and ancient cave art.
• Sarawak Delta GeoparkIt is a UNESCO Global Geopark (green card status) that represents a living example of community-based geotourism and sustainable development.

TrendFest debut and interactive experiences

Sarawak will also make its debut in the newly introduced WTM trendfestIt is an experiential platform that highlights destinations that support culture, adventure and sustainability. TrendFest’s Sarawak Pavilion (TF10) will immerse visitors in daily cultural performances, traditional music, live artisan craft demonstrations and interactive displays that bring the spirit of Sarawak’s people and heritage to life.

Throughout the event, the 15 participating exhibitors from Sarawak will participate in business-to-business (B2B) meetings, fostering meaningful partnerships with global travel buyers and tour operators. These engagements are expected to open new avenues of cooperation, expand market reach, and enhance Sarawak’s visibility in Europe’s highly competitive travel landscape.

Strengthening regional cooperation

Sarawak’s growing presence on the international stage also indicates its deep commitment to regional cooperation and sustainable tourism development throughout Borneo. introduction UNESCO Borneo Site Packages It reflects a shared goal with Sabah of jointly promoting the island’s pristine rainforests, geological wonders and indigenous cultures under a unified banner. Together, these initiatives aim to create a comprehensive travel story that celebrates Borneo’s natural and cultural richness while ensuring its preservation for future generations.

Discover the wonders of Sarawak

Located on the legendary island of Borneo, known as the Land of the Hornbills, Sarawak offers an extraordinary array of experiences for travelers seeking adventure and authenticity. Visitors can journey into the heart Gunung Mulu National ParkOn the occasion of the 25th anniversary of its inclusion in the UNESCO World Heritage Sites, or tracing the footsteps of ancient civilizations within… Niah CavesWhere early human remains and prehistoric art reveal thousands of years of human history.

Nature lovers can explore Baku National Parkhome to rare proboscis monkeys and untouched coastal landscapes, while environmentally conscious travelers can immerse themselves in… Sarawak Delta Geoparka model for community-led conservation and sustainable tourism. In addition to its natural beauty, Sarawak invites visitors to experience living culture through homestays, culinary excursions, and traditional craft workshops that connect travelers directly with local communities.

A destination poised for global recognition

Sarawak’s massive participation in WTM London 2025 represents more than just an exhibition – it is a statement of intent. The state is positioning itself as a leading force in cultural ecotourism, blending heritage with innovation to deliver meaningful travel experiences. As the year ‘Visit Malaysia 2026’ approaches, Sarawak’s showcase in London will not only enhance its international profile, but will also inspire travelers to discover the authentic, unspoiled and diverse heart of Borneo.