Sarawak, one of Malaysia's largest states on Borneo Island, is home to over 34 ethnic tribes speaking 45 different dialects, each with its own distinct stories, beliefs, traditions, and cultures. Unlike the states in Peninsular Malaysia, Sarawak is divided into 12 administrative divisions and stands out for its rich ethnic and cultural diversity. Known as the 'Land of the Hornbills' (Bumi Kenyalang), the hornbill serves as a symbolic icon deeply tied to the cultural identity of Sarawak's indigenous people. It offers an authentic and off-the-beaten-path experience, far removed from typical tourist clichés.

Sarawak boasts numerous attractions, including the UNESCO-listed Mulu National Park, Niah National Park, Bako National Park, and the Semenggoh Nature Reserve, among others, making it a haven for nature lovers.

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The state also hosts some of Malaysia’s most significant music events, such as the iconic Rainforest World Music Festival (RWMF), the Borneo Jazz Festival, and the Rainforest Fringe Festival. These festivals celebrate a blend of modern and traditional cultures, featuring performances by renowned artists from around the globe, including indigenous performers from Sarawak. Visitors can enjoy a variety of experiences, from traditional and contemporary music to arts, crafts, and local cuisine.