At ITB China, Sarawak positions itself as a destination where culture and nature converge, offering experience-driven travel rooted in authenticity.
Few destinations bring diversity together the way Sarawak does. As the gateway to Malaysian Borneo, it is a place where nature, culture and food come together as interconnected layers of experience. For travel professionals, this means greater flexibility in designing itineraries that feel both structured and deeply personal, aligned with the growing demand for authenticity and meaning.
What makes Sarawak distinctive begins with its people. Across 34 ethnic groups, culture is experienced in real-life settings, through daily interactions and traditions. Visitors are welcomed into longhouses, introduced to ancestral crafts, and immersed in music, rituals and festivals that remain rooted in community life. This creates genuine engagement, where travellers connect directly with communities rather than observing from a distance. Importantly, many of these experiences are supported by community-based initiatives, ensuring that tourism directly benefits local populations while safeguarding traditions.
This cultural depth is matched by a striking natural environment. Dense rainforests, vast cave systems, winding rivers and coastal landscapes offer endless possibilities for exploration. Sites such as Gunung Mulu National Park and Niah National Park, both UNESCO-listed, anchor Sarawak’s global reputation. This year, the Sarawak Delta Geopark became Sarawak’s latest UNESCO accolade through its UNESCO Global Geopark recognition, further reinforcing its conservation-led positioning.
Beyond landscapes and traditions, Sarawak expresses its identity through events and cuisine. The Rainforest World Music Festival brings global audiences into the heart of the jungle, while Kuching, a UNESCO Creative City of Gastronomy, offers a culinary journey shaped by multicultural influences and local ingredients.
With improving air access and a clear commitment to sustainable development, Sarawak stands out as a destination designed for the next generation of experience-led travel.
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砂拉越：打造以体验为核心的旅游目的地
在 ITB China 展会上，马来西亚砂拉越以“文化与自然交汇之地”为核心定位亮相，呈现以真实体验为特色的旅游目的地形象。
作为通往婆罗洲的重要门户，砂拉越将热带雨林生态、多元民族文化与在地美食资源巧妙融合，形成丰富且灵活的旅游产品体系。这不仅为旅游从业者提供更多元化的行程设计可能，也能够满足市场对真实体验与深度文化感知日益增长的需求。
砂拉越的独特魅力，首先体现在深厚的人文底蕴。当地汇聚34个民族群体，文化并非停留在展示层面，而是真实融入日常生活之中。游客可以走进原住民长屋，近距离接触传统手工艺，参与音乐、仪式与节庆活动，在互动中深入感受当地文化。这种以社区为基础的发展模式，不仅提升游客的参与感，也让旅游收益更直接惠及当地社区，在推动地方经济发展的同时，持续守护珍贵的文化传统。
与深厚人文底蕴相呼应的，是同样令人震撼的自然景观。原始雨林、壮观洞穴、蜿蜒河流与海岸风光交织，构成丰富多样的生态旅游体验。其中，姆鲁国家公园与尼亚国家公园已被列入联合国教科文组织世界遗产名录，进一步提升砂拉越的国际知名度。与此同时，砂拉越三角洲地质公园正式获评“联合国教科文组织世界地质公园”，成为砂拉越最新的重要国际认证成果，进一步强化其以生态保育为核心的发展定位。
除了自然与文化，节庆与美食同样构成砂拉越独特的旅游魅力。雨林世界音乐节吸引全球游客深入热带雨林之中，感受音乐与自然交融的独特氛围；而古晋作为“联合国教科文组织创意美食之都”，则以融合多元文化特色的美食体验，为旅程增添更多风味与层次。
随着国际航线网络持续完善，以及对可持续旅游发展的长期投入，砂拉越正逐步成为新一代体验导向型旅游的重要目的地。
