London, July 2025 - APAC Now, a UK-based strategic communications agency specialising in Asia-Pacific travel, has been appointed by Sarawak Tourism Board (STB) to lead its public relations efforts in the United Kingdom.
With a strong focus on destination storytelling, sustainable travel, and cultural engagement, APAC Now will drive the promotion of Sarawak as a leading destination for eco-conscious and immersive travel experiences. The agency will play a pivotal role in raising Sarawak’s profile among UK travellers, aligning with the growing demand for meaningful, responsible, and nature-rich holidays.
Situated on the island of Borneo, Sarawak is home to one of the world’s most biodiverse ecosystems, offering pristine rainforests, rich indigenous heritage, and a wide spectrum of adventure and cultural experiences. The partnership signals a renewed commitment to connecting with the UK market through impactful storytelling and targeted media engagement.
Sharzede Datu Haji Salleh Askor, Chief Executive Officer of Sarawak Tourism Board, commented:
"We are delighted to welcome APAC Now as our UK public relations partner. The UK remains a vital market for Sarawak, and with APAC Now’s expertise in sustainability-led travel marketing and cultural storytelling, we are confident in our ability to connect with British travellers who value authenticity, nature, and purpose. Sarawak is home to rare wildlife like orangutans and hornbills, ancient rainforests, and warm, welcoming communities, all of which make it a destination where travellers can truly engage, explore, and leave a positive impact.”
Hannah Filer, Managing Director of APAC Now, added:
"We are absolutely thrilled to represent Sarawak in the UK. For nature lovers, adventure seekers, and culturally curious travellers, Sarawak offers an experience unlike anywhere else. From UNESCO-listed national parks and rare species to vibrant festivals and immersive homestays, it’s a region that embodies responsible and regenerative tourism. We look forward to inspiring UK audiences to discover this hidden gem of Southeast Asia."
As Malaysia’s largest state, Sarawak is home to extraordinary natural diversity, including two UNESCO World Heritage Sites — Gunung Mulu National Park and Niah National Park — and 67 protected areas, ranging from national parks and wildlife sanctuaries to marine reserves. Visitors can explore limestone cave systems, kayak along jungle rivers, or spot iconic wildlife such as orangutans, proboscis monkeys, Rafflesia flowers, and the rhinoceros hornbill, Sarawak’s state bird.
At the heart of Sarawak's tourism approach is sustainability, with a focus on conservation, eco-friendly innovation, and community-based experiences. The region continues to expand its network of eco-hosts and homestays, giving travellers the chance to live alongside local communities, experience traditional crafts and cuisine, and support indigenous livelihoods. Accommodation in Sarawak ranges from eco-lodges and boutique hotels to community-run homestays, offering meaningful stays in rainforest, coastal, or village settings.
A major milestone was this year’s successful staging of the Rainforest World Music Festival (RWMF), which took place from 20th – 22nd June 2025 at the Sarawak Cultural Village in Kuching. Now in its 28th year, the festival welcomed over 22,000 attendees, with a notable increase in family participation, reflecting its growing focus on creating a warm, inclusive atmosphere for visitors of all ages. Offering something for all tastes, the event featured over 200 performers from 20 countries, blending global music with environmental education under the theme “Connections: One Earth, One Love.”
With its unique rainforest setting, dynamic programming, and international reputation, RWMF continues to be one of Asia’s most important cultural festivals, and will be a key event for UK travellers to watch in future years.
Beyond the festival, visitors can delve deeper into Sarawak’s culture by exploring the Sarawak Cultural Village, a living museum showcasing 34 ethnic groups, or visiting the award-winning Borneo Cultures Museum in downtown Kuching - the largest in Malaysia and second-largest in Southeast Asia.
APAC Now will also spotlight Sarawak’s dedication to immersive travel experiences with a special focus on its rich culinary heritage. A key highlight is the release of Eat, Roam, Relish, a culinary travel series hosted by MasterChef Australia finalist Audra Morrice. The series explores Sarawak’s unique flavours and the cultural stories behind its cuisine, offering viewers an authentic taste of the region. This initiative reinforces Sarawak’s emerging role as a premier destination for food tourism, seamlessly blending culinary exploration with immersive travel experiences.
As Sarawak continues to position itself at the forefront of eco-cultural travel, this new partnership with APAC Now marks a pivotal step in bringing the state’s rich heritage, natural wonders, and sustainable vision to a wider UK audience.
For further information, please visit: www.sarawaktourism.com
-Ends-
PR Contact Details:
Jessica Hopton, PR Global Director
Tel: +44 (0) 7813 133 158
Email: jess@apac-now.com
Image Gallery: https://apacnow.prowly.com/presskits/sarawak-tourism-board
About Sarawak, Gateway to Borneo:
A kaleidoscope of culture, adventure, nature, food and festivals: is the best description for Sarawak. Sarawak comprises 34 ethnic tribes with their own unique traditions, lifestyles, music and food, while sharing their warm hospitality. Malaysia’s largest state, Sarawak, endowed with some of the oldest rainforests on Earth. Its vast landscape spans over 120,000 sq kms, with towering mountains and cool highlands, jagged limestone formations and mysterious cave systems, winding rivers and quiet beaches; where adventures are waiting to happen. Festivals are hosted throughout the year celebrate the eclectic blend of modern and traditional culture, food, music and religious practices that can be found nowhere else. In Sarawak, there is always ‘More to Discover’.
About Sarawak Tourism Board
Sarawak Tourism Board is the key promoter for Sarawak. STB is a winner of the Asia Pacific Excellence Awards 2016 by Asia-Pacific Association of Communications Directors (APACD) and has received the ASEAN PR Excellence Award 2015 Gold Award. The Rainforest World Music Festival is a five-time Top 25 Best International Festivals recognised by Songlines World Music Magazine (2011 – 2015). Meanwhile, the Rainforest World Music Festival and Borneo Jazz Festival Virtual Experiences were recognised by World Responsible Tourism Awards 2021 as ‘Ones to Watch’ under Destinations Building Back Better Post-Covid and the virtual experience of the 2021 Rainforest World Music Festival won the PATA Gold Awards 2022 under Sustainability and Social Responsibility Category for Culture. Sarawak Tourism Board also won the Golden City Gate 2019 five-star award, Marketing Excellence Awards 2021 for Excellence in Mobile Marketing (bronze) and PATA Gold Awards 2022 its destination video entitled ‘A Journey Awaits’ under the marketing category. STB was honoured with the "Nation’s Pride Award" in Tourism Promotion Excellence at the BrandLaureate BestBrands Awards for the year 2022-2023. Additionally, at the Malaysia Public Relations Awards (MPRA) 2023, STB's campaign for the Rainforest World Music Festival titled "The Comeback Stronger Brand Story" was recognized with the Campaign of the Year award. STB also secured the Gold Award for Product Brand Development (B2C) under the theme "Comeback Stronger", acknowledging its compelling narrative emphasizing sustainability practices. STB received the Best Global PR Campaign Award at the DAVOS World Communications Forum Award (WCFA) 2023. In 2024, STB was awarded the Bronze Award in the Transportation, Travel & Tourism category at the Putra Aria Brand Awards and the Special Award for Covid-19 (Sia Sitok Sarawak) at the Sarawak Hornbill Tourism Award 2024. STB also received the Tourism Board Campaign of the Year - Malaysia at the Travel Daily Media: Travel Trade Excellence Awards, along with two accolades at the Malaysia Public Relations Awards (MPRA) 2024: Product Brand Development B2C - From Local to Global: Sia Sitok empowers Sarawak’s tourism players, boosting local economies, and Campaign of the Year for the same initiative. Additionally, STB was named Brand of the Year in Tourism Promotion & Development at The BrandLaureate Brand of the Year Award 2024, and Sarawak was recognised with the Most Promising New Destination award at the OTM’s Excellence Award 2025.
Follow us on Instagram: www.instagram.com/sarawaktravel
About APAC Now
APAC Now is a dynamic and innovative travel industry marketing, PR, and events business based in the United Kingdom. With a passion for promoting travel and tourism within the Asia-Pacific (APAC) region, we specialise in crafting compelling marketing campaigns, strategic public relations initiatives, and unforgettable events that connect businesses with travellers and enthusiasts alike. https://apacnow.prowly.com
Follow us on Instagram: www.instagram.com/apac_now