By DayakDaily Team
LONDON, Nov 6: Sarawak Tourism Board (STB) has introduced its transformative ‘Gateway to Borneo’ campaign at the World Travel Market (WTM) in London, inviting travellers to explore the unique cultures, pristine landscapes, and boundless adventures in Sarawak.
Sarawak Tourism, Creative Industry and Performing Arts (MTCP) Dato Sri Abdul Karim Rahman Hamzah outlined four initiatives under the refreshed campaign that highlighted Sarawak’s innovative spirit and commitment to sustainable tourism.
The first initiative–Audra’s Eat, Roam, and Relish–is a six-episode culinary series hosted by renowned chef Audra Morrice, that celebrates Sarawak’s recognition as Malaysia’s first UNESCO City of Gastronomy, offering an immersive journey through the region’s authentic flavours and unique ingredients.
Secondly, the Borneo Green Bike Tour – an initiative in partnership with Sarawak tourism industry’s stakeholders, which allows visitors to explore Kuching’s iconic sites on electric bikes, promoting low-carbon travel while supporting Sarawak’s Post-COVID Development Strategy 2030 (PCDS 2030) and the United Nations Sustainable Development Goals (UN SDGs).
“For adventure seekers, the third initiative is the XTERRA Sarawak Borneo Trail Run which offers a challenging off-road experience in rural Pueh Village, positioning Sarawak as a regional sports tourism destination.
“And the fourth initiative, is our partnership with Clicktripz, where we are elevating our digital reach through AI-powered marketing approach—where Sarawak is the first in Asia Pacific—to connect with global travellers in meaningful ways,” he said during the WTM London event yesterday (Nov 5).
According to a press release issued by STB today, the United Kingdom (UK) remains a pivotal market for Sarawak, making up over 34 per cent in the long-haul visitors’ arrival with the numbers rising encouragingly, supported by strong partnerships and a growing demand for Sarawak’s unique sustainable travel experiences.
From January to September 2024, Sarawak welcomed a 7.73 per cent increase in visitors from the UK, underscoring its global appeal and contributing to the 4 million arrivals target for the year. — DayakDaily
