SARAWAK is putting its long-standing relationship between people and nature at the centre of its pitch to the global tourism industry, presenting environmental stewardship, cultural diversity and sustainable development as defining features of the state’s identity.
Premier Datuk Patinggi Tan Sri Abang Johari Tun Openg said Sarawak’s close connection with its natural environment had shaped not only the culture and way of life of its people, but increasingly the state’s development policies, which place greater emphasis on environmental preservation.
He said about 62% of Sarawak remained covered by forests, providing both a natural heritage to protect and a major asset for the state’s tourism industry.
“Our culture itself reflects the relationship between people and nature. From this relationship, we live in harmony, not only among the various races and ethnic groups, but also with nature,” he said.
Abang Johari was speaking at the Soul of Borneo 2026 Gala Dinner held in conjunction with PATA Travel Mart 2026 here last night.
He said Sarawak’s philosophy of living in harmony with nature was also reflected in its economic policies, particularly through the expansion of renewable energy, including hydropower, solar and biomass.
The state’s environmental and cultural credentials are further reinforced by four UNESCO recognitions, he said — Gunung Mulu National Park, Niah National Park, Kuching as a UNESCO Creative City of Gastronomy and the Sarawak Delta Geopark.
“In other words, we have four areas that have been recognised by UNESCO and we want to share all this with the world,” TVS quoted hm saying.
Abang Johari said Sarawak’s pursuit of cleaner development was also reflected in the planned Automated Rapid Transit (ART) system linking Kuching and Kota Samarahan, which will use hydrogen energy.
The initiative, he said, was consistent with Sarawak’s broader efforts to explore clean-energy applications across the state’s development landscape while strengthening connectivity for residents and visitors.
Sarawak is also progressively expanding the operations of its state-owned airline, AirBorneo, with the aim of improving connections between the state and key destinations across Asia.
Abang Johari said the network could eventually be extended to South Korea, including Jeju, another UNESCO-recognised geopark, creating opportunities for stronger links between destinations and communities across Asia.
He said hosting PATA Travel Mart 2026 in Sarawak was particularly significant as it marked the first time the major travel trade event had been held in Borneo.
The event also coincides with the 75th anniversary of the Pacific Asia Travel Association and the 49th edition of PATA Travel Mart, giving Sarawak an important platform to showcase its tourism proposition to international industry players.
Abang Johari said Sarawak’s ambition was not simply to promote its landscapes, but to present a tourism model rooted in the interaction between its people, diverse cultures and natural environment.
“Our culture itself reflects the relationship between people and nature. From this relationship, we live in harmony, not only among the various races and ethnic groups, but also with nature,” he said. - August 20, 2026
