Sarawak Tourism Board (STB) will make its largest-ever appearance at World Travel Market (WTM) London 2025, taking place from 4th – 6th November 2025 at ExCeL London, as the state strengthens its global tourism positioning ahead of Visit Malaysia Year (VMY) 2026.
At this year’s event,
Sarawak will take centre stage with its biggest pavilion to date, joined by 15
co-exhibitors representing tour operators, hotels, and tourism products from
across the State.
The pavilion will
spotlight Sarawak’s natural wonders, cultural diversity, and sustainable
tourism initiatives - spanning adventure and sports, wellness, gastronomy, and
responsible travel.
WTM London provides a
powerful platform for Sarawak to reinforce its global brand as the Gateway to
Borneo, engage with key UK and European markets, and position the destination
as a key contributor to Malaysia’s national tourism campaign in 2026.
WTM London 2025:
Sarawak Highlights
Sarawak’s
participation features a dynamic programme of trade, cultural, media, and
collaborative initiatives:
Sarawak Networking
Cocktail (4th November, from 16:30): An evening bringing together key trade partners, media, and
stakeholders, with welcoming remarks from STB to set the tone for a
collaborative and productive event. (Stand N10-400).
Official Launching Ceremony (5th November, from 10:30): Officiated by YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry and Performing Arts Sarawak.
Highlights include:
- Launch of “Sarawak Welcomes You” - video showcase for Visit
Malaysia Year 2026
- Unveiling of the “Gateway to a Sarawak Guinness World Record
(GWR)” campaign trailer
- Joint launch with Sabah Tourism Board of the Borneo UNESCO
Sites Packages, featuring:
- Gunong Mulu National Park (UNESCO World Heritage Site)
- Niah National Park (UNESCO World Heritage Site)
- Sarawak Delta Geopark (UNESCO Global Geopark, Green Card
status)
- (Stand N10-400)
TrendFest: Sarawak will make its debut at WTM’s new
TrendFest, an immersive platform celebrating adventure, culture, and
gastronomy. Visitors can enjoy daily cultural performances, live artisan
demonstrations, and interactive experiences that bring Sarawak’s heritage to
life. (TrendFest TF10)
Trade Engagements
at the Pavilion: Meanwhile,
Sarawak’s 15 co-exhibitors will hold B2B meetings with international buyers,
strengthening partnerships and connecting with key UK and European markets
throughout the event.
“WTM London is a critical platform for us as we build momentum towards Visit Malaysia 2026,” said Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board. “Our focus is to strengthen Sarawak’s global brand as the Gateway to Borneo - a destination offering meaningful, eco-conscious experiences rooted in culture, adventure, and nature. Through strategic partnerships, cultural showcases, and trade and media engagement at WTM, we aim to reinforce Sarawak’s presence as a leader in responsible and experience-driven tourism.” -TradeArabia News Service