Wednesday, July 9, 2025

Sarawak, Malaysia’s largest state on Borneo Island, is exerting maximum efforts to be one of the top sites for eco-tourism when it chose APAC Now to represent it as its public relations agency in the UK. As part of its mission, it aims to make Sarawak travelers’ premier location for authentic and responsible travel experiences. It’s a historic breakthrough in Sarawak’s efforts to improve its tourism products by advocating for sustainable and eco-friendly travel experiences.

Sarawak’s rich biodiversity, stunning natural landscapes, and commitment to sustainable tourism make it a prime contender for eco-tourism. With two UNESCO World Heritage Sites—Gunung Mulu National Park and Niah National Park—alongside 67 protected areas that include national parks, wildlife sanctuaries, and marine reserves, Sarawak is home to one of the world’s most biodiverse ecosystems. The state boasts rare species of flora and fauna, making it a haven for nature lovers, adventure seekers, and those looking to explore the cultural heritage of Malaysia.

Hannah Filer, Managing Director of APAC Now, expressed her enthusiasm for representing Sarawak in the UK market: “We are absolutely thrilled to represent Sarawak in the UK. Sarawak offers an experience unlike anywhere else. From UNESCO-listed national parks and rare species to vibrant festivals and immersive homestays, it’s a region that embodies responsible and regenerative tourism.”

Through this partnership, Sarawak aims to engage with travelers who value sustainability, conservation, and authentic cultural experiences, aligning with the growing trend of responsible tourism worldwide. APAC Now will specifically target “nature lovers,” “adventure seekers,” and “culturally-curious travelers” in its marketing campaigns, which will highlight Sarawak’s diverse offerings.

As part of its strategy to grow its eco-tourism sector, Sarawak has been expanding its sustainable tourism infrastructure. The state is developing a network of eco-hosts and homestays to provide travelers with opportunities to experience life in the region while supporting local communities. These homestays offer travelers a chance to connect with Sarawak’s indigenous cultures and experience their way of life, all while ensuring that tourism benefits are shared with the local population.

The promotion of Sarawak’s eco-tourism credentials is further reinforced by the region’s growing network of eco-lodges and nature-based experiences, which cater to visitors looking for a more immersive and environmentally conscious vacation. Sarawak’s dedication to preserving its natural heritage and fostering sustainable tourism practices ensures that future generations can continue to enjoy the region’s beauty.

One of Sarawak’s signature promotional events, the Rainforest World Music Festival, serves as a major vehicle for showcasing the state’s eco-tourism offerings. Held annually at the Sarawak Cultural Village in Kuching, this festival draws thousands of visitors from around the world, offering a blend of music, culture, and nature. The festival’s 28th edition in June 2025 saw over 22,000 attendees and featured more than 200 performers from 20 countries, celebrating the cultural diversity of Sarawak and its vibrant musical traditions.

The Rainforest World Music Festival not only highlights Sarawak’s commitment to preserving its cultural heritage but also serves as a platform for promoting its natural beauty. The event offers a unique opportunity for travelers to immerse themselves in Sarawak’s rich history and biodiversity, all while supporting sustainable tourism initiatives. The festival’s combination of music and nature makes it an ideal attraction for visitors who are passionate about environmental conservation and cultural experiences.

In addition to its natural beauty and cultural offerings, Sarawak is also working to promote its unique food tourism experiences. APAC Now will help highlight Sarawak’s culinary offerings through the culinary travel series “Eat, Roam, Relish,” hosted by MasterChef Australia finalist Audra Morrice. This series will take viewers on a journey through Sarawak’s diverse food scene, exploring local flavors, ingredients, and the cultural stories behind the dishes that define Sarawak’s cuisine.

Sarawak is known for its unique and flavorful dishes, influenced by its indigenous cultures and diverse ethnic groups. From savory laksa and nasi goreng to the exotic wild-caught seafood and rainforest herbs, the region’s food is a key component of the overall travel experience. By promoting Sarawak’s culinary tourism through this series, APAC Now aims to attract food lovers and curious travelers looking to explore the flavors of Borneo.

Sharzede Datu Haji Salleh Askor, CEO of the Sarawak Tourism Board, expressed his excitement about the partnership: “We are delighted to welcome APAC Now as our UK public relations partner. The UK remains a vital market for Sarawak, and with APAC Now’s expertise in sustainability-led travel marketing and cultural storytelling, we are confident in our ability to connect with British travelers who value authenticity and nature.”

The appointment of APAC Now comes at a pivotal time for Sarawak, as the state seeks to elevate its profile on the global tourism map. With its emphasis on eco-tourism, sustainability, and cultural experiences, Sarawak is well-positioned to attract travelers who are increasingly conscious of the environmental and social impacts of their travel choices.

As Sarawak’s eco-tourism sector continues to grow, the region’s natural beauty, cultural richness, and commitment to sustainability make it an attractive destination for travelers seeking an authentic, responsible, and memorable vacation experience. The UK partnership marks just the beginning of what promises to be an exciting and impactful chapter in Sarawak’s tourism journey.

Sarawak’s collaboration with APAC Now ushers in a new era of responsible travel and eco-tourism. With its passion for responsible tourism approaches, vibrant cultural scene, and spectacular natural beauty, the state becomes a top overseas travel destination for people interested in eco-travelling. As more overseas tourists are exposed to the charm and authenticity of Sarawak, its regional sector of eco-tourism will thrive, unlocking renewed potential for overseas tourists and indigenous communities alike.