Sarawak partners with Sabah to promote Borneo’s UNESCO heritage sites and growth of sustainable tourism at World Travel Market London 2025

Posted on November 4, 2025

The Sarawak Tourism Board is gearing up to make a big impact at the World Travel Market (WTM) London 2025, which will be held from November 4 to 6, at ExCeL London. This year, Sarawak will showcase its largest pavilion ever, showcasing the best of the state’s rich cultural heritage, natural beauty, and unwavering commitment to sustainable tourism. The event is a major milestone in the lead-up to Visit Malaysia Year (VMY) 2026, as Sarawak seeks to strengthen its presence in the UK and European markets.

The pavilion will feature 15 participating exhibitors, including tour operators, hotels and tourism product providers, all dedicated to promoting Sarawak’s diverse offerings. This year’s exhibition will emphasize Sarawak’s strengths in the areas of responsible tourism, adventure travel, health, gastronomy and cultural heritage. With a focus on sustainability, the pavilion aims to position Sarawak as the ‘Gateway to Borneo’, offering unique experiences to environmentally conscious travelers from around the world.

Championing culture, nature and sustainability

Sarawak’s approach to tourism is rooted in its natural and cultural treasures, and WTM London 2025 is the ideal platform to bring this vision to a global audience. At the heart of Sarawak’s offering are famous UNESCO World Heritage Sites, including Gunung Mulu National Park, Niah National Park, and Sarawak Delta Geopark. These natural wonders are a testament to Sarawak’s commitment to environmental conservation and sustainable tourism, offering visitors the opportunity to explore pristine rainforests, unique caves and diverse wildlife.

Beyond nature, Sarawak’s cultural richness is no less important. The state will showcase its vibrant community tourism initiatives, including homestays, cultural exchanges, and craft workshops. These programs not only allow visitors to interact with local traditions, but also support the preservation of Sarawak’s living heritage and help preserve local communities.

“We are excited to introduce Sarawak as a premier destination for responsible and eco-friendly travel,” said a Sarawak Tourism Board representative. “Through our diverse offerings, we want to inspire travelers to explore our culture, connect with nature, and engage in experiences that have a positive impact on both the environment and communities.”

A dynamic program of commercial and media engagement

Sarawak’s presence at the London World Travel Market will be highlighted with a busy agenda designed to facilitate trade partnerships, media engagement and collaboration across the tourism industry. The Sarawak Networking Cocktail on November 4 will be an important networking event that brings together industry professionals, business partners and media representatives to discuss potential partnerships and explore business opportunities.

The official launch event on 5 November will be another major event, as Sarawak will unveil the “Sarawak Welcomes You” video, a major promotional clip for Visit Malaysia Year 2026. The launch will also introduce the trailer for the “Gateway to Guinness World Records Sarawak” campaign. The collaboration with the Sabah Tourism Board will further highlight Borneo’s UNESCO site offerings, showcasing regional treasures such as Gunung Mulu and Niah National Park, as well as the Sarawak Delta Geopark, a UNESCO world geopark.

Participate in TrendFest and B2B focused meetings

Sarawak will also participate in the TrendFest program at WTM London 2025, marking its debut in this attractive initiative. TrendFest will feature an array of cultural performances, craft demonstrations and interactive experiences that will allow visitors to immerse themselves in Sarawak traditions. This innovative platform gives Sarawakians the opportunity to engage with potential travelers in a hands-on and experiential way.

In addition to TrendFest, the 15 participating Sarawak exhibitors will actively participate in B2B meetings throughout the event. These discussions aim to expand Sarawak’s reach within the UK and European tourism markets, build distribution networks, and strengthen partnerships with travel industry stakeholders. The focus will be on driving sustainable tourism growth and promoting Sarawak’s unique offerings to a wider audience.

Cooperating with Sabah and promoting regional sustainability

Sarawak’s cooperation with the Sabah Tourism Board is a strategic move aimed at promoting tourism across Borneo as a unified region. Sarawak and Sabah will jointly present the UNESCO Sites of Borneo displays, a collection of heritage and natural sites that draw attention to the cultural and environmental importance of both countries. This collaboration reinforces the commitment to sustainable tourism and aims to attract travelers to explore both destinations while respecting fragile ecosystems and supporting local communities.

Sarawak’s dedication to community-based tourism is also a key element of its approach. Homestays, cultural workshops and craft experiences provide visitors with the opportunity to interact directly with local communities while contributing to their economic development. These sustainable tourism initiatives are essential to preserve Sarawak’s cultural heritage and ensure that tourism benefits local people in a responsible manner.

Paving the way for visiting Malaysia in 2026

Sarawak’s participation in WTM London 2025 is an important part of its strategy leading up to Visit Malaysia Year 2026. By forging strong relationships with international trade partners, media and tourism stakeholders, Sarawak is positioning itself to be a leading destination in Malaysia’s national tourism efforts. By focusing on responsible, adventure and culture-based tourism, Sarawak is set to meet the growing global demand for sustainable travel.

The country’s participation in the London World Travel Market is more than just a promotional opportunity – it is an opportunity to set the tone for its future tourism growth. While Sarawak continues to develop its tourism offering, its commitment to sustainability and community-based tourism remains at the core of its identity. The state is poised to attract environmentally conscious travelers who seek not only natural beauty but also authentic and meaningful experiences that contribute to the well-being of travelers and the local communities they visit.

Travel industry professionals can visit the Sarawak stand at Stand N10-400 during WTM London 2025 to explore the diverse tourism opportunities the region has to offer. As Sarawak embarks on its journey to visit Malaysia in 2026, the world is invited to experience the rich heritage, stunning landscapes and sustainable tourism initiatives that make Sarawak a must-visit destination in the heart of Borneo.