Sarawak tourism 2027 plans include a fresh wave of travel experiences, from Borneo’s first long-stay river cruise to new flight-and-hotel bundles and a stopover programme for Kuching. The Sarawak Tourism Board (STB) presented the plans to the global travel trade at World Travel Market (WTM) London, held from 3 to 5 November 2026.
For Malaysians planning a domestic holiday, and for anyone hoping to show friends from abroad the best of Borneo, there is plenty to look forward to.
Sarawak Tourism 2027: A New Identity
Sarawak now markets itself as “Sarawak: Gateway to Borneo”. The new tagline was unveiled on 19 August 2026 at the Soul of Borneo Gala Dinner, replacing “Sarawak: More to Discover”, which had been used since 2019. According to STB’s WTM London announcement, Sarawak was expected to be the only Malaysian state exhibiting at the show, and its presence supports the extension of the Visit Malaysia campaign into 2027.
“WTM London 2026 marks an exciting new chapter for Sarawak,” said Dr Sharzede Datu Hj Salleh Askor, Chief Executive Officer of the Sarawak Tourism Board.
6 New Sarawak Experiences to Look Forward To
1. Borneo River Cruise on the Rajang
From March 2027, Island Fun Holidays River Cruise will operate what STB calls Borneo’s first and only long-stay river expedition. The 16-cabin vessel will explore the Rajang River, Malaysia’s longest, on two itineraries: an eight-day, seven-night round trip and a five-day, four-night journey.
2. The Discover Sarawak Pass
STB and AirBorneo are working on a Discover Sarawak Pass, scheduled to launch on 1 January 2027. It is designed to bundle flights, accommodation, transfers and attractions into a single package, making multi-stop trips around the state simpler to plan.
3. The Kuching Stopover Programme
Also planned for 1 January 2027, the Kuching Stopover Programme aims to encourage transit passengers to spend a few extra days in the city. Kuching’s riverfront, food scene and easy access to national parks make it a natural stopover.
4. Sarawak Delta Geopark
In April 2026, the Sarawak Delta Geopark became Sarawak’s first UNESCO Global Geopark. It is complemented by the Wallace Centre in Santubong, which celebrates the work of the naturalist Alfred Russel Wallace in Borneo.
5. Brooke Dockyard Industrial Heritage Museum
Opened on 20 April 2026, this Kuching museum features the HHY Zahora ship as a main attraction. It welcomed 50,130 visitors between 21 April and 12 June 2026, a strong start for a heritage attraction.
6. Big Events in 2027
The Rainforest World Music Festival will celebrate its 30th anniversary in 2027 at the Sarawak Cultural Village. Sarawak will also co-host the SEA Games 2027, with 18 sports scheduled in the state, giving sports fans another good reason to visit.
More Partners, More Recognition
At WTM London, STB and Malaysia Airlines were set to formalise a proposed memorandum of understanding on joint marketing aimed at UK travellers, TTR Weekly reported. Sarawak was also named a Grand Title Winner in the Marketing category at the PATA Gold Awards 2026 for its Guinness World Records drone-relay initiative.
STB says the goal for Sarawak tourism 2027 and beyond is responsible growth, with tourism that creates meaningful benefits for communities and protects the natural environment.
Why It Matters
Sarawak is Malaysia’s largest state, covering more than 120,000 square kilometres and home to 34 ethnic groups. New Sarawak tourism 2027 products such as the river cruise and stopover programme can spread tourism spending beyond the usual hotspots, supporting local guides, homestays and small businesses along the way.
To plan your trip and keep up with new launches, visit the Sarawak Tourism Board official website.
