Sarawak Unveils Its Most Ambitious Showcase At World Travel Market London 2025 To Strengthen Global Tourism Presence Ahead Of Visit Malaysia Year 2026

Published 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 step in positioning itself as one of Asia’s leading sustainable and cultural tourism destinations. Taking place from November 4 to 6, 2025, at ExCeL London, this grand exhibition underscores Sarawak’s commitment to expanding its global reach and building anticipation for Visit Malaysia Year (VMY) 2026.

This year’s showcase will see Sarawak take center stage with an impressive pavilion—the biggest it has ever presented—designed to embody the state’s vibrant natural landscapes, cultural depth, and eco-conscious travel ethos. Supported by 15 co-exhibitors from across the state, including hotels, tour operators, and tourism product providers, Sarawak’s collective presence will reflect a dynamic blend of adventure, wellness, gastronomy, and responsible tourism.

Sarawak’s Strong Global Tourism Vision

WTM London serves as 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 reaffirm its image as the Gateway to Borneo—a destination where nature, heritage, and innovation intertwine to deliver transformative travel experiences. Through its participation, Sarawak aims to engage deeply with the UK and European markets, promote cross-border collaboration, and highlight its contribution to Malaysia’s broader tourism growth ahead of 2026.

Sarawak Highlights At WTM London 2025

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

Sarawak Networking Cocktail – November 4, 2025 (16:30)
A networking evening will open Sarawak’s WTM campaign, welcoming global trade partners, tourism stakeholders, and media representatives. The session will set the tone for collaboration, innovation, and relationship-building throughout the three-day event.

Official Launching Ceremony – November 5, 2025 (10:30)
The official ceremony will feature a compelling lineup of initiatives that underline Sarawak’s evolving tourism landscape. Key highlights include the launch of “Sarawak Welcomes You”—a cinematic video campaign developed for Visit Malaysia Year 2026—and the unveiling of the “Gateway to a Sarawak Guinness World Record (GWR)” trailer, which introduces a major milestone initiative linked to Sarawak’s global tourism ambitions.

A notable moment of the ceremony will be the joint launch with Sabah Tourism Board of the Borneo UNESCO Sites Packages, a collaborative effort to elevate the island’s globally recognized ecological and cultural treasures. These packages will spotlight:

• Gunong Mulu National Park, a UNESCO World Heritage Site renowned for its massive cave systems and unique biodiversity.
• Niah National Park, another UNESCO World Heritage Site celebrated for its archaeological significance and ancient cave art.
• Sarawak Delta Geopark, a UNESCO Global Geopark (Green Card status) representing a living example of community-driven geotourism and sustainable development.

TrendFest Debut And Interactive Experiences

Sarawak will also make its debut at WTM’s newly introduced TrendFest, an experiential platform highlighting destinations that champion culture, adventure, and sustainability. The Sarawak pavilion at TrendFest (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 co-exhibitors from Sarawak will engage in business-to-business (B2B) meetings, fostering meaningful partnerships with global travel buyers and tour operators. These engagements are expected to open new routes for collaboration, expand market reach, and strengthen Sarawak’s visibility within Europe’s highly competitive travel landscape.

Strengthening Regional Collaboration

Sarawak’s growing presence on the international stage also signals its deep commitment to regional cooperation and sustainable tourism development across Borneo. The introduction of the Borneo UNESCO Sites Packages reflects a shared goal with Sabah to jointly promote the island’s pristine rainforests, geological wonders, and indigenous cultures under a unified banner. Together, these initiatives aim to create a holistic travel narrative that celebrates Borneo’s natural and cultural richness while ensuring its preservation for generations to come.

Discover The Wonders Of Sarawak

Located on the legendary island of Borneo, **Sarawak—known as the Land of the Hornbills—**offers an extraordinary array of experiences for travellers seeking both adventure and authenticity. Visitors can journey into the heart of Gunong Mulu National Park, marking its 25th anniversary as a UNESCO World Heritage Site, or trace the footsteps of ancient civilizations within the Niah Caves, where early human remains and prehistoric art reveal millennia of human history.

Nature enthusiasts can explore Bako National Park, home to rare proboscis monkeys and untouched coastal landscapes, while eco-conscious travellers can immerse themselves in the Sarawak Delta Geopark, a model of community-led conservation and sustainable tourism. Beyond its natural beauty, Sarawak invites visitors to experience living culture through homestays, culinary journeys, and traditional craft workshops that connect travellers directly with local communities.

A Destination Poised For Global Recognition

Sarawak’s monumental participation at WTM London 2025 marks more than an exhibition—it is a statement of intent. The state is positioning itself as a leading force in eco-cultural tourism, blending heritage with innovation to deliver meaningful travel experiences. As Visit Malaysia Year 2026 approaches, Sarawak’s showcase in London will not only strengthen its international profile but also inspire travellers to discover the authentic, unspoiled, and diverse heart of Borneo.