STB celebrates 3 successful days at WTM London
LONDON, 13 November 2026: Sarawak Tourism Board (STB) recently concluded a successful three days at World Travel Market London from November 3 to 5, 2026, bringing the spirit, culture and growing visitor offer of Sarawak to the UK and international travel trade. Sixteen stand partners joined the Sarawak delegation at WTM London, alongside a vibrant dance troupe and live batik artist, creating an immersive showcase of the destination’s living culture, creativity and warm hospitality.
Throughout the event, the team held productive trade meetings with travel professionals from the UK and beyond, strengthening relationships, inspiring new itineraries and highlighting Sarawak’s potential as an essential part of a wider Borneo journey. WTM also provided the platform for Sarawak Tourism Board to launch its new destination campaign, Sarawak: Gateway to Borneo. The campaign positions Sarawak as the natural entry point to the world’s third-largest island, inviting visitors to discover its rainforest, wildlife, culture, food and adventure before exploring more of Borneo.
“WTM London has been an invaluable opportunity to bring Sarawak’s energy, culture and increasingly diverse visitor offering directly to the UK and international travel trade. With our 16 stand partners, delegation, dance troupe and batik artist, we were able to give visitors a genuine flavour of what makes Sarawak so special,” said STB Director of Marketing for Europe and Oceania, Barbara Benjamin Atan.
“The launch of Sarawak: Gateway to Borneo marks an exciting new chapter for us. Sarawak is the natural gateway to discovering Borneo, and WTM is a gateway to Sarawak — creating the conversations, partnerships and commercial opportunities that will encourage more visitors to experience our destination,” she added.
Among the key developments presented during WTM were the new Borneo River Cruise, set to offer immersive journeys through the region’s waterways and communities, and the 2026 launch of AirBorneo. The new airline will strengthen access to Sarawak and support improved regional connectivity, making it easier for international visitors to include Sarawak in their Borneo travel plans.
With a strong programme of trade engagement, cultural activity and destination news, Sarawak’s WTM presence reinforced its ambition to welcome more UK and international visitors in the years ahead.
