Sarawak welcomes you at WTM London 2025
- BT
- 8 hours ago
- 2 min read
LONDON, 6 November 2025: During the World Travel Market (WTM) London 2025, Sarawak took the lead in kick-starting Visit Malaysia Year 2026, unveiling the new ‘Sarawak Welcomes You’ introductory video and other global tourism initiatives that is set to position Malaysia’s largest state as a trailblazer in responsible tourism, cultural authenticity and experiential travel.
Sarawak’s presence at WTM London marks a pivotal moment for the state, encompassing a series of dynamic cultural programmes, trade and media engagements that enhance Sarawak’s international visibility, complemented by digital out-of-home (DOOH) displays across over 645 strategic locations throughout London.
“Tourism is no longer just about where we go, it is about what we learn, whom we meet and how we connect with the world around us,” shared the Minister for Tourism, Creative Industry and Performing Arts Sarawak, Dato Sri Haji Abdul Karim Rahman Hamzah during the launching ceremony, which also saw the introduction of two major international initiatives.
The first initiative is the ‘Gateway to Sarawak – Guinness World Record’ campaign, which aims to inspire curiosity and share Sarawak’s authenticity to the world by embarking on a bold, record-setting journey designed to captivate global attention while celebrating its distinct heritage and innovation.
The second is the Borneo UNESCO Sites Packages, a collaborative effort with Sabah Tourism Board that highlights 3 extraordinary natural and cultural treasures, including UNESCO World Heritage sites Gunung Mulu National Park and Niah National Park, as well as the Sarawak Delta Geopark, which positions Sarawak as a living testament to the balance between conservation and discovery, a destination that unites the ancient and the modern, and the wild and the welcoming.
The launch at WTM London also marks the beginning of Malaysia’s national countdown to Visit Malaysia Year 2026, with Sarawak taking a leading role in shaping the country’s international tourism narrative. The unveiling of the “Sarawak Welcomes You” video served as both a national preview and a global invitation — a celebration of Malaysia’s diversity, told through the unique lens of Sarawak’s landscapes and people.
Closing his address, Abdul Karim reaffirmed Sarawak’s dedication to working with domestic, regional, and international partners to position Borneo as a world-class destination anchored in nature, heritage, and harmony. “Heritage is strongest when shared, and collaboration is the true path to conservation. From our heart to yours — from Borneo to London — Sarawak Welcomes You.”
