The updated tagline replaces “Sarawak: More to Discover”, which was introduced in 2019, and positions Sarawak as an entry point for exploring Borneo. The destination combines rainforest biodiversity, indigenous cultures, UNESCO World Heritage Sites and community-led tourism. Sarawak is expected to be the only Malaysian state exhibiting at WTM London 2026, where it plans to engage with UK and international travel trade partners. Its participation also supports the extension of the Visit Malaysia campaign into 2027.

Sarawak Promotes New Tourism Experiences and Travel Partnerships

At WTM London, Sarawak Tourism Board plans to introduce the new destination identity through promotional activities, including a proposed video showcasing the region. The Board is also exploring potential cooperation with AirBorneo on a Discover Sarawak Pass and a Kuching Stopover Programme. According to CEO Dr Sharzede Datu Hj Salleh Askor, the new positioning aims to attract more international visitors while supporting local communities and protecting the natural environment. The initiative is also intended to strengthen partnerships with the UK travel industry and encourage the development of further tourism experiences.