The 28th Rainforest World Music Festival (RWMF), held from June 20–22, 2025, returned with a profound message: “Connections: One Earth, One Love.” This milestone edition elevated what was already Asia’s premier world‑music celebration into a convergence of global rhythms, climate advocacy, youth leadership, and environmental care.
🎵 A Tapestry of Global Sounds Amid Borneo’s Lush Backdrop
Nestled in the scenic Sarawak Cultural Village with Mount Santubong as its silent sentry, RWMF once again showcased over 200 musicians from 20 countries, including groups from West Africa, Māori New Zealand, Thailand, Siberia, and local Sarawakian collectives. Opening night lit up with the haunting throat‑singing and electronic fusion of Siberian ensemble Otyken, whose performance left the crowd spellbound.
The Paradise Bangkok Molam International Band from Thailand delivered their psychedelic folk‐fusion, and Sarawak’s Meruked—with its post‑rock instrumentation tied to traditional Bornean heritage—added emotional resonance to the opening acts. Other standouts included funk‑infused Earth, Wind & Fire Experience led by Al McKay, Colombia‑Belgian fusion band La Chiva Gantiva, and Guinea’s N’famady Kouyaté, showcasing RWMF’s truly global appeal and musical diversity.
🎤 Youth Summit Ignites Climate & Community Dialogue
Preceding the music festival was the Rainforest Youth Summit (RAYS) 2025, held June 18–20 under the theme “Living Landscapes: Charting a Sustainable Future”. More than 700 youth delegates from ASEAN and beyond gathered in Kuching to exchange ideas on indigenous knowledge, climate leadership, and regenerative tourism.
Panel sessions merged tradition with innovation—one session referred to “the rhythm of life” embedded in longhouse customs and sape music, alongside rising green technologies. High‑profile attendees included Sarawak’s Tourism Minister Datuk Seri Abdul Karim Rahman Hamzah and STB CEO Sharzede Salleh Askor. The summit concluded with delegates joining RWMF, symbolically uniting youth inspiration with cultural celebration.
🌿 Eco‑Initiatives that Reduce Waste & Rebuild Forests
Sustainability was woven into every aspect of RWMF 2025. Single‑use plastics were banned, and visitor wristbands doubled as refillable water passes at eco‑stations dispersed across the site. Carbon‑calculation booths and shuttle buses further nudged attendees toward low‑impact participation.
Underlining long‑term environmental commitment, organizers reaffirmed a pledge to plant 10,000 trees by 2027, with every ticket purchase funding local reforestation efforts. A central hub—dubbed Green Ruai—offered daily programming on upcycling, composting food waste, interactive recycling demos, carbon footprint tracking, and eco‑ambassador stations.
📈 Tourism Impact & Economic Uplift for Sarawak
With attendance peaking at nearly 30,000 fans, up from 26,000 in 2024, RWMF surpassed previous records, further boosting Sarawak’s cultural tourism sector. Minister Abdul Karim firmly ruled out expanding RWMF beyond Sarawak, stating that the festival’s authenticity lies in its rainforest setting and integration with local heritage.
According to STB CEO Askor, the festival is “not just gathering for music — it’s a movement that forges unity, honours the planet, and elevates cultural exchange”.
🤝 Brand Partnerships & Travel Incentives
A constellation of sponsors and industry partners elevated this year’s festival:
- Diamond sponsors: Malaysia Airlines and Firefly (offering 20% flight discounts to Kuching)
- Platinum tier: AmBank Group, Proton, Cuckoo, Plaza Merdeka, Waterfront Hotel, Carlsberg
- Gold sponsor: Pepsi (non‑alcoholic drinks)
- Silver sponsors: Rip Curl, MyCar, Sarawak Energy, SD Guthrie
- Media partners: TVS and Cats FM
Stakeholder packages included discounted fares and hotels, reinforcing Sarawak’s position as a destination for experience‑driven travel and culture‑first tourism.
🌍 Why RWMF 2025 Should Matter to the Travel Industry
- Destination Branding Through Purpose‑Driven Events: The seamless fusion of RAYS and RWMF illustrates how cultural festivals can act as high‑impact tourism flagship events—spanning travel, youth development, and eco‑tourism.
- Youth as Tourism Ambassadors: Engaged youth delegates act as global influencers, extending flight routes, hospitality, and tour connections beyond Sarawak into ASEAN‑wide markets.
- Regenerative Tourism in Action: Beyond marketing, Sarawak’s approach turns tourism revenue into measurable environment and community investments, making the destination resilient and attractive long term.
🔭 Future Outlook & Strategic Takeaways
As Malaysia gears up for Visit Malaysia Year 2026, the RWMF‑RAYS model stands as a template for regenerative tourism—immersion in authentic culture supported by climate action and youth engagement. It offers a replicable strategy for global destinations seeking to deepen sustainability credentials while bolstering tourism competitiveness.
RWMF 2025 wasn’t just a musical spectacle—it was a nexus of cultural unity, environmental progress, community empowerment, and strategic tourism development. Under “One Earth, One Love,” Sarawak has charted a roadmap for the future of travel: immersive, conscious, and profoundly connected.
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