Sarawak Tourism Board unveils new tourism tagline

BT
11 minutes ago
2 min read

KUCHING, 20 August 2026: Sarawak marked a defining moment in its tourism journey with the unveiling of its refreshed destination identity and new tourism tagline, “Sarawak: Gateway to Borneo” during the Soul of Borneo Gala Dinner yesterday evening at voco Hotel Kuching.

The specially curated evening is held in conjunction with the ongoing PATA Travel Mart 2026, which celebrates Sarawak’s rich cultural identity, creativity, flavours and hospitality through music, performances, storytelling and culinary expressions, offering delegates a glimpse into the living heritage and spirit of Sarawak’s people. Last night’s performers include Meruked, Mawat and Alena Murang, alongside talented performers from the Sarawak Arts Council.

The refreshed destination identity reflects Sarawak’s continued evolution as a destination that honours its rich heritage and biodiversity while embracing innovation, connectivity and new opportunities under the state’s broader transformation agenda.

More than a tagline, “Sarawak: Gateway to Borneo” embodies the state’s aspiration to become the natural gateway to discovering the island of Borneo. It invites travellers to begin their Bornean journey in Sarawak, where authentic indigenous cultures, UNESCO-recognised heritage, world-renowned biodiversity, vibrant festivals and meaningful connections with local communities come together in one destination.

Anchored by the new destination brand, Sarawak remains committed to purposeful tourism growth by creating experiences that benefit local communities, celebrate cultural authenticity and safeguard the state’s extraordinary natural environment for future generations.

Graced by the Premier of Sarawak, Datuk Patinggi Tan Sri (Dr) Abang Haji Abdul Rahman Zohari bin Tun Datuk Abang Haji Openg, the evening was also attended by both local and foreign delegates, creating opportunities for Sarawak tourism stakeholders to connect directly with global travel trade partners, encouraging greater inclusion of Sarawak’s tourism products and experiences within international travel programmes and itineraries.

“Sarawak’s unique nature, culture and way of life of its people are what makes the state the ‘Soul of Borneo’,” said the Premier in his keynote address. “This is the identity that we want to share with the world. Our existence is closely related to what we call nature, where our own culture reflects the relationship between humans and nature.”

Yesterday’s Gala Dinner also saw the presentation of the Top25 Restaurants Sarawak Awards 2026, which honours 25 Sarawakian restaurants, cafes and eateries across 5 categories: Sustainable Gastronomy Awards, Top International Restaurants, Top Creative Restaurants, Top Indigenous Restaurants and Signature Top 25 Restaurants.