Sarawak: A living connection on display at ITB China 2025

Malaysia’s largest state and gateway to Borneo blends ancient rainforests, rich cultural heritage, and modern connectivity, positioning itself at ITB China 2025 as a rising star in Southeast Asia’s sustainable travel landscape.

With over 2.12 million hectares of protected rainforest and two UNESCO World Heritage Sites—Gunung Mulu and Niah National Parks—Sarawak is often referred to as the “Green Lung of Southeast Asia.” It offers travellers rare access to pristine nature where they can through lush forests, kayak along quiet rivers, or explore dramatic cave systems.

The Sarawak experience doesn’t stop at nature. Through community-based tourism and artisan initiatives, every visit supports and empowers local lives. With 34 ethnic communities, the state is a cultural mosaic where visitors can experience longhouse stays, try their hand at traditional crafts and savour local flavours like Sarawak Laksa and bamboo chicken. Its capital, Kuching is a UNESCO Creative City of Gastronomy and a World Craft City, celebrating both tradition and innovation.

For trade partners, Sarawak is also well-connected and future-ready, offering air links via major hubs like Kuala Lumpur, Kota Kinabalu, Singapore, and Brunei. Plans for a new international airport and boutique airline will further enhance access. To strengthen its appeal to Asian markets, the state has an active presence across major Chinese digital platforms such as Ctrip, WeChat, and Douyin, ensuring strong engagement with outbound travellers wanting to discover all that Sarawak has to offer.

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Photo: Kuching, Capital City of Sarawak