Europeans are flocking to Sarawak for authentic eco and cultural heritage experiences

Eco-tourism initiatives and cultural heritage take centre stage as Sarawak sees a surge in tourism

Malaysia’s mainland has been popular with travellers for years, but its tropical island state is hot on its heels. Europeans are flocking to Sarawak for the ultimate getaway.

From January to September 2024, more than 50,000 European tourists visited the western state of Malaysia’s tropical island dubbed ‘the gateway to Borneo’.

It’s an increase in footfall the state has never seen, accounting for 34 per cent of long-haul visitors.

Sarawak’s rise in popularity isn’t surprising given its rich heritage, adventures across its biodiverse mountains, rainforests and waterway landscapes and its emphasis on eco-tourism and local living.

“With 34 distinct ethnic groups, the state is a melting pot of culture, offering an array of traditions, cuisines, and festivals that attract visitors seeking an authentic cultural experience,” says the Minister for Tourism, Creative Industry and Performing Arts for Sarawak, YB Dato Sri Abdul Karim Rahman Hamzah.

Sarawak’s diverse experiences: Adventure, culture, food and festivals

The state is large but sparsely populated, meaning much of its size is given to swathes of pristine nature. Adventure seekers have a pick of two UNESCO World Heritage Sites to get started.

There’s the 60 million-year-old rainforest of Gunung Mulu National Park with its limestone formations, waterfalls and river walks, and Niah National Park, known for its cluster of remarkable caves and prehistoric archaeological sites.

“Our jungles, our rivers, are very much unspoiled,” says the Minister, emphasising the push for conservation and travellers who want to be a part of that.

The state’s food scene is heavily influenced by its ethnic groups. “When you have 34 different ethnicities, can you imagine the diverse food that we have in Sarawak?” adds Rahman Hamzah, noting the star dish of the state is ‘laksa’ – the local rice noodle given worldwide fame by Anthony Bourdain, who called it the ‘breakfast of the Gods’.

And where to sample it all? Sarawak’s capital, Kuching, was recognised by UNESCO as a Creative City of Gastronomy in 2021 for preserving traditional and Indigenous food heritage and being a contemporary food destination.

A big draw for European travellers and cultural revellers is the famous Rainforest World Music Festival, an annual three-day celebration with music, food bazaars and traditional arts and crafts, which this year marked its 26th year.

Sarawak: Eco-tourism is at the forefront of state protection

Looking ahead, Sarawak is placing increasing emphasis on eco-tourism, rolling out new programs like the ‘Sarawak, Malaysia, my second home’ initiative aimed at promoting and preserving its natural and national heritage while offering visitors authentic, immersive experiences.

For eco-conscious travellers, Sarawak offers a range of activities, from eco-sports like rafting and kayaking near the city, to the rural village track XTERRA Sarawak Borneo Trail Run and electric bike tours of Kuching’s cultural landmarks.

As part of this commitment, Sarawak’s tourism agencies are ensuring that sustainability is a core component of their promotional activities. For example, a portion of the Rainforest World Music Festival ticket sales is directed toward a replanting program for mangroves. Additionally, the state has banned single-use plastic bottles at major events.

What is the best time of year to visit Sarawak?

Sarawak is also planning a “cultural heritage revolution” focusing on preserving and promoting its indigenous traditions and fostering sustainable tourism practices by including local communities.

Homestays in rural villages and the famed Iban Longhouses allow visitors to experience the traditional lifestyles of Sarawak’s Indigenous people.

One of the best times to experience this way of life is during the Gawai Festival, a traditional rice harvest celebration held annually in June. “It’s just like the Oktoberfest in Germany, with many festivities, but celebrated in a different and very colourful way in Sarawak,” says the Minister.

With such immersive experiences set to expand even further next year, the emphasis is on the fact that the state is very safe. “You will be very much welcome, whether in the city or in the rural areas.”

If you can’t make it in June, don’t worry, it’s the ideal destination from April to October. This time of year sees the International Dragon Boat Festival, Sarawak Regatta, Rainforest World Music Festival, Borneo Jazz Festival, Kuching Jazz Festival and the Kuching International Marathon.

The state is committed to ensuring visitors leave with a deeper appreciation for its natural and cultural wonders, the Minister explains.

“We feel that our treasures should be known to all over the world. We want the world to come over to Sarawak and appreciate the beauty, the jungle, the large rivers and the animals we have. To showcase how we have become global citizens to look after World nature.”