LONDON: Sarawak has unveiled four ground-breaking initiatives on sustainable tourism at the World Travel Market (WTM) here.
Minister of Tourism, Creative Industry and Performing Arts, Datuk Seri Abdul Karim Rahman Hamzah, during his speech at the event recently, said WTM is a critical platform for Sarawak to forge international partnerships and present the state’s distinctive offerings as the Gateway to Borneo.
“Our goal is to expand Sarawak’s global reach, showcasing our unique blend of culture, adventure, and nature,” he said, in introducing the initiatives that illustrate Sarawak’s forward-thinking approach to responsible tourism.
The first initiative, coined Audra’s Eat, Roam, and Relish, celebrates Sarawak’s designation as a UNESCO City of Gastronomy, guiding visitors through the state’s culinary landscape. This programme highlights Sarawak’s traditional dishes and flavours, offering a taste of its heritage.
The second initiative, Borneo Green Bike Tour, is an eco-conscious effort allowing tourists to explore Kuching, Sarawak’s capital, on electric bikes. This initiative supports the state’s Post COVID-19 Development Strategy 2030 and aligns with the United Nations Sustainable Development Goals, promoting green travel and preservation of heritage landmarks.
For those seeking adventure, the third initiative is the XTERRA Sarawak Borneo Trail Run, set in rural Pueh Village. This off-road trail experience positions Sarawak as a regional sports tourism hub, drawing trail-running enthusiasts to the heart of Borneo’s natural landscapes.
The fourth initiative marks a technological leap, as Sarawak partners with Clicktripz, becoming the first in Asia-Pacific to utilise AI-powered marketing. This collaboration aims to enhance Sarawak’s digital presence and connect with global travellers in more personalised and impactful ways.
Abdul Karim expressed Sarawak’s unwavering commitment to sustainable tourism, with 3.66 million arrivals recorded by September this year, achieving 92 per cent of its goal to welcome 4 million visitors by year-end.
“We invite everyone to step through the Gateway to Borneo, to experience firsthand the exquisite beauty, diverse heritage, and innovative spirit that define Sarawak. Join us in becoming advocates for sustainable tourism, honouring our shared values of respect for nature, heritage, and progress,” he said.
