Sarawak puts harmony with nature at heart of tourism pitch to global travel industry
SARAWAK is putting its long-standing relationship between people and nature at the centre of its pitch to the global tourism industry, presenting environmental stewardship, cultural diversity and sustainable development as defining features of the st...
Sarawak, a state in Malaysia, is emphasizing its strong bond with nature as it seeks to attract global travelers to the region. Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg highlighted the state's commitment to environmental conservation, cultural diversity, and sustainable development during a speech at the Soul of Borneo 2026 Gala Dinner, which coincided with the PATA Travel Mart 2026.
With 62% of Sarawak covered by forests, the region boasts a significant natural heritage that also plays a vital role in its tourism industry.
Premier Openg stated that the relationship between Sarawak's people and their environment has shaped their way of life, fostering harmony among different ethnic groups. The state's success in balancing cultural and environmental harmony is further reinforced by four UNESCO recognitions, including Gunung Mulu National Park, Niah National Park, Kuching as a UNESCO Creative City of Gastronomy, and the Sarawak Delta Geopark.
In addition to its environmental credentials, Sarawak is also prioritizing clean-energy initiatives. The state is planning to construct an Automated Rapid Transit (ART) system powered by hydrogen energy, connecting Kuching and Kota Samarahan. This initiative aligns with Sarawak's broader push to incorporate clean-energy applications into its development plans while enhancing transportation infrastructure for locals and tourists alike.
Sarawak is also expanding the operations of its state-owned airline, AirBorneo, with the aim of improving connectivity between the state and key destinations across Asia. Premier Openg revealed that the airline network could potentially extend to South Korea, including the UNESCO-recognized geopark, Jeju. This expansion could foster stronger connections between destinations and communities throughout Asia.
Hosting the PATA Travel Mart 2026 in Sarawak holds particular significance, as it marks the first time the major travel trade event has been held in Borneo. This event, taking place during the 75th anniversary of the Pacific Asia Travel Association (PATA) and the 49th edition of PATA Travel Mart, provides an important platform for Sarawak to showcase its unique tourism proposition to international industry players.
Written by urgent.news from The Vibes's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
