Situated on the north-western coast of Borneo, the land of hornbills, intricate rivers and pepper beckons the visitor with its rich rain forests and the diverse lifestyles of its indigenous people.

Sarawak shares its boundaries with Kalimantan in the south and Brunei and Sabah in the north Sarawak is Malaysia's largest State, covering an area of 124,450sq km and is divided into nine Divisions with the city of Kuching as its capital.

Two thirds of its land is under rain forest and its population of 17 million is made up of 23 ethnic groups. Sarawak is best known for its natural and cultural wonders. The hornbill, a protected bird, is the state emblem.

Since October 2005 Sarawak, which has sold itself to the world for the past 10 years as “Sarawak, the Hidden Paradise of Borneo”, will rebrand itself as

Sarawak More Than A Paradise

Sarawak Tourism Board’s marketing manager, Mary Wan Mering, told that although the “hidden paradise” has established the state as a strong brand it was, however, tagging along the authenticity of Borneo.

“We want to have a brand we can own and we also need to change to be in tandem with the changing needs of today’s travellers.”

The new brand will establish Sarawak as a standalone destination, similar to what Bali has achieved.

“We believe Sarawak has enough products to establish it as a standalone destination,” said Wan Mering.

Under the new branding Sarawak will be sold as a:

• Culture Paradise
• Nature Paradise
• Adventure Paradise
• M.I.C.E. Paradise
• Festival and City Paradise and
• Knowledge Paradise