KUCHING: Sarawak won two awards at the recent World Travel Market (WTM) London 2025, highlighting the state's efforts to share its natural and cultural heritage with a global audience.
The Sarawak Pavilion's LED arch installation was recognised as the Best Stand Feature under the WTM Best Stand Awards, the Sarawak Tourism Board (STB) said in a statement on Wednesday (Nov 12).
The design featured a sequence of interchanging visuals featuring the Mulu Pinnacles, Three Sisters Waterfall in Long San and Miri-Sibuti Coral Reefs National Park.
"Judges highlighted the eye-catching waterfall sequence, noting its effective use of audio-visual features.
"The installation was conceptualised to introduce visitors to Sarawak’s varied landscapes through a simple, visually cohesive presentation that blends creative display with educational intent," STB said.
In addition, Sarawak was named among the Top 10 Most Desirable Regions (Worldwide) in the Wanderlust Reader Travel Awards 2025.
"These acknowledgements encourage us to continue refining how we present Sarawak internationally," STB chief executive officer Sharzede Salleh Askor said.
"WTM London provides an important platform for us to share our stories with partners, media and visitors, and we are grateful for the positive engagement we received."
Sarawak's participation at WTM London was led by STB in collaboration with state agencies and industry partners, with 15 co-exhibitors showcasing the state’s diverse tourism offerings.
The Sarawak Pavilion featured cultural performances, trade and media interactions, as well as the launch of the "Sarawak Welcomes You" video and Borneo Unesco Sites packages.
These efforts contribute to Sarawak’s role in supporting Malaysia’s preparations for Visit Malaysia 2026, anchored by Sarawak’s pillars of culture, adventure, nature, food and festivals, STB said.
"The acknowledgements at WTM London reflect the state’s steady progress in presenting Sarawak as the Gateway to Borneo through genuine, creative and responsible storytelling," it added.
