Sarawak Strengthens ‘Soul of Borneo’ Identity Through Culture, Nature and Sustainable Tourism

KUALA LUMPUR, AUGUST 2026 — Sarawak wants to continue building its international identity as the “Soul of Borneo”, combining the state’s natural environment, cultural heritage and sustainable development ambitions to strengthen its appeal to visitors from around the world.

Sarawak Premier Tan Sri Abang Johari Tun Openg said the close relationship between people and nature is deeply embedded in the state’s culture and traditions, while also influencing how Sarawak approaches economic development.

He said Sarawak’s diverse communities have long lived in harmony not only with one another but also with the natural environment, making that relationship an important part of the state’s identity.

The Premier made the remarks during the “Soul of Borneo” Gala Evening held in conjunction with PATA Travel Mart 2026 in Kuching. The Pacific Asia Travel Association confirms that its signature travel trade exhibition is being held in Sarawak for the first time, with the event endorsed by the state’s Ministry of Tourism, Creative Industry and Performing Arts and hosted by the Sarawak Tourism Board.

Abang Johari said environmental sustainability has become increasingly important as the world faces rising temperatures and the wider impact of climate change.

Sarawak is therefore focusing on the use of clean energy and forest conservation to ensure that economic development can progress without losing sight of environmental protection.

The state has been expanding its use of energy sources including hydropower, solar and biomass, while also developing its Autonomous Rapid Transit system using hydrogen technology.

The approach reflects Sarawak’s ambition to link future economic growth with lower-carbon technologies and sustainable infrastructure.

For the tourism sector, this positioning also strengthens Sarawak’s appeal to travellers increasingly interested in destinations that combine authentic cultural experiences with responsible tourism and environmental conservation.

The “Soul of Borneo” identity is intended to highlight more than Sarawak’s landscapes.

According to Abang Johari, the traditions, dances and lifestyles of Sarawak’s communities illustrate how people have historically maintained a close connection with their surroundings.

This cultural diversity, combined with forests, rivers, caves, wildlife and local cuisine, gives the state a tourism identity that differs from conventional urban destinations.

PATA describes Sarawak as a destination shaped by a mix of culture, adventure, nature, food and festivals, while its 2026 Travel Mart programme includes experiences focused on gastronomy, responsible tourism, indigenous communities and ecotourism.

Sarawak is also looking to use its internationally recognised destinations to introduce its natural and cultural heritage to a wider global audience.

Abang Johari highlighted several UNESCO-linked attractions and recognitions, including Gunung Mulu National Park, Niah National Park, Kuching as a UNESCO Creative City of Gastronomy and the Kuching Delta Geopark.

These assets allow Sarawak to promote a tourism experience that extends beyond sightseeing, connecting visitors with biodiversity, geology, history, food and local communities.

Kuching’s gastronomy, for example, is being incorporated into PATA Travel Mart’s destination experiences, highlighting local ingredients, traditional cooking techniques and Sarawak’s culinary heritage. PATA notes that Kuching has held UNESCO Creative City of Gastronomy status since 2021.

Hosting PATA Travel Mart 2026 provides Sarawak with an opportunity to showcase its tourism offerings directly to international industry representatives.

The event brings together travel organisations, buyers and tourism decision-makers for business meetings, networking and destination promotion. It also marks the first time PATA’s flagship travel trade exhibition has been staged in Sarawak.

Its programme includes business sessions as well as destination experiences showcasing Sarawak’s culinary heritage, wildlife conservation, indigenous communities and natural attractions.

For Sarawak, such international exposure can help strengthen its profile as both a leisure destination and a location for business events.

Sarawak’s tourism proposition increasingly emphasises the idea that development and conservation can move together.

One of PATA Travel Mart’s official destination experiences combines the Semenggoh Wildlife Centre with the Annah Rais Bidayuh Longhouse, bringing together wildlife conservation and indigenous cultural heritage. Another takes visitors to the Bau district to explore caves and geological landscapes.

These experiences support the wider “Soul of Borneo” positioning by highlighting not just destinations, but also the communities, ecosystems and traditions connected to them.

Such an approach could help Sarawak differentiate itself as competition for international tourists intensifies across Southeast Asia.

Sarawak’s ambition is ultimately to make “Soul of Borneo” a broader representation of what the state stands for — its cultural diversity, natural heritage and commitment to sustainable development.

Abang Johari said the state wants to share its nature, culture and food with more visitors while ensuring that development remains compatible with environmental sustainability.

By combining clean-energy development, forest conservation, international heritage recognition and responsible tourism, Sarawak is positioning sustainability as both an economic strategy and a central part of its tourism brand.

With PATA Travel Mart 2026 bringing international tourism industry attention to Kuching, the state now has a major platform to reinforce the message that Sarawak is not only a gateway to Borneo, but a destination where people, culture and nature remain closely connected.