Sarawak, Malaysia’s largest state on the island of Borneo, made a powerful impact at ITB Berlin 2025, showcasing its diverse tourism offerings, rich cultural heritage, and commitment to sustainable travel. The official launch at Hall 26, Stand 115 was led by Datuk Sebastian Ting Chiew Yew, Deputy Minister of Tourism, Creative Industry & Performing Arts Sarawak, in the presence of Dato Sri Tiong King Sing, Malaysia’s Minister of Tourism, Arts, and Culture, alongside industry leaders and international media.

With an emphasis on culture, adventure, nature, food, and festivals, Sarawak’s latest initiatives aim to attract global travelers looking for authentic and immersive experiences in one of the world’s most biodiverse regions.

Cultural Heritage: A Tapestry of 34 Indigenous Ethnicities
Sarawak stands as a cultural melting pot, home to 34 indigenous ethnic groups, each contributing to its rich traditions. At ITB Berlin 2025, officials emphasized the state’s deep-rooted heritage, which is brought to life at the Borneo Cultures Museum—Malaysia’s largest museum and the second largest in Southeast Asia.

Visitors can explore:

Traditional longhouses of the Iban and Bidayuh tribes
Intricate beadwork and crafts from the Orang Ulu people
Living heritage experiences through music, dance, and festivals like the Rainforest World Music Festival
Adventure and Eco-Tourism: Sarawak’s Untamed Wilderness
Sarawak’s adventure tourism and eco-tourism offerings were a major highlight at ITB Berlin 2025. The state boasts UNESCO-listed wonders like:

Gunung Mulu National Park – Home to the world’s largest cave chamber and longest cave system in Southeast Asia.
Niah National Park – A site of immense archaeological significance, where 65,000-year-old human remains were discovered.
For thrill-seekers, Sarawak offers:

4WD expeditions through rugged terrains
Cycling adventures across rainforests and highlands
Scuba diving around historic shipwreck sites and vibrant coral reefs
Sarawak is also a haven for wildlife enthusiasts, sheltering:

Orangutans and proboscis monkeys in protected reserves
Irrawaddy dolphins and saltwater crocodiles in its vast mangrove forests
530 species of birds, including the iconic Rhinoceros Hornbill, the state’s emblem
With 67 Totally Protected Areas, Sarawak is leading sustainable tourism efforts, ensuring travelers can enjoy nature while supporting conservation initiatives.

Culinary Tourism: Sarawak’s UNESCO Creative City of Gastronomy
Food is an integral part of Sarawak’s identity, and ITB Berlin 2025 highlighted its UNESCO Creative City of Gastronomy status. Visitors were introduced to the flavors and traditions of Sarawak’s indigenous cuisine, including:

Sarawak Laksa – Dubbed “The Breakfast of the Gods” by Anthony Bourdain
Kolo Mee – A national heritage dish of Malaysia
Umai – A traditional marinated raw fish dish from the Melanau people
Ayam Pansuh – Chicken slow-cooked in bamboo, a delicacy of the Iban tribe
To further promote its gastronomic excellence, Sarawak launched The Intimate and Ultimate Guide to Kuching Gastronomy, a Gourmand World Cookbook Award-winning publication that explores the stories and flavors behind Sarawak’s cuisine.

Sarawak’s Tourism Vision for Visit Malaysia Year 2026
With Visit Malaysia Year 2026 on the horizon, Sarawak is gearing up to welcome even more international travelers. Datuk Sebastian Ting expressed the state’s readiness to showcase its unparalleled biodiversity, cultural richness, and culinary heritage.

“Sarawak is ready to welcome the world to experience our pristine rainforests, vibrant cultural heritage, and exceptional gastronomy. We invite travelers to explore the heart of Borneo, where an unforgettable journey awaits,” he stated.

European Market Growth and Global Tourism Positioning
Sarawak’s tourism performance in the European market has been steadily rising, with 50,426 visitors from Europe in 2024, demonstrating the region’s increasing global appeal.

With strong commitments to sustainability, authentic cultural experiences, and adventure tourism, Sarawak is well-positioned to attract eco-conscious travelers, heritage enthusiasts, and adventure seekers from around the world.

Final Thoughts: Sarawak’s Growing Influence in Global Tourism
Sarawak’s participation at ITB Berlin 2025 has reinforced its status as a must-visit destination for global travelers seeking nature, culture, adventure, and culinary delights.

With continuous investments in sustainable tourism, digital marketing, and international collaborations, Sarawak is set to become a leading force in the global travel industry.

For those looking for an off-the-beaten-path experience, Sarawak offers authenticity, biodiversity, and a rich cultural legacy—a true gem in Southeast Asia.

With the momentum gained at ITB Berlin 2025, Sarawak is set to make an even greater impact on the global tourism map, welcoming travelers from across the world to explore the wonders of Borneo.