Sarawak Tourism appoints APAC Now to promote eco-tourism in UK

Sarawak Tourism Board has appointed UK-based strategic communications agency APAC Now to handle its public relations initiatives in Britain.

Sarawak’s bid to become top eco-tourism destination Malaysia’s largest state aims to position itself as a top destination for eco-tourism, and responsible tourism. APAC Now will be targeting “nature lovers”, “adventure seekers” and “culturally-curious travellers” in their marketing efforts, according to APAC Now MD Hannah Filer.

Filer said: “We are absolutely thrilled to represent Sarawak in the UK. 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.”

The appointment comes as Sarawak expands its sustainable tourism infrastructure. The state is growing its network of eco-hosts and homestays.

Located on Borneo, Sarawak houses one of the world’s most biodiverse ecosystems. The state contains two UNESCO World Heritage Sites – Gunung Mulu National Park and Niah National Park – alongside 67 protected areas including national parks, wildlife sanctuaries and marine reserves.

Promotional vehicle – Rainforest World Music Festival A key promotional vehicle will be the Rainforest World Music Festival, which drew over 22,000 attendees in June 2025. Now in its 28th year, the festival featured more than 200 performers from 20 countries at the Sarawak Cultural Village in Kuching.

Promoting Sarawak cuisine APAC Now will also promote Sarawak’s food tourism credentials through the culinary travel series “Eat, Roam, Relish”, hosted by MasterChef Australia finalist Audra Morrice. The series explores local flavours and cultural stories behind Sarawak’s cuisine.

Statement by Sarawak Tourism CEO “We are delighted to welcome APAC Now as our UK public relations partner,” said Sharzede Datu Haji Salleh Askor, CEO of Sarawak Tourism Board. “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 [and] nature.”