Monday, June 23, 2025
Kuching is back in the spotlight—and this time, it’s not just about heritage or rainforests. It’s about momentum. RAYS 2025 is here, and it’s sparking something powerful. Global tourism is shifting, and at its core is a movement driven not by governments or brands, but by youth-led climate action. And that’s not all. Indigenous leadership is stepping forward, not as a theme, but as a force shaping the future. As Kuching hosts RAYS for the second year, the energy is unmistakable. Something big is happening. Voices once unheard are now leading. Ideas once ignored are now guiding. Tourists, stakeholders, and communities are watching closely. What is it about RAYS 2025 that has captured such intense attention? Why is this summit being hailed as a turning point for travel in Southeast Asia? The answers are layered, urgent, and unforgettable. Keep reading—because the future of tourism might just begin in Kuching.
Kuching Leads ASEAN’s Climate-Driven Tourism Surge with RAYS 2025
In a rising wave of climate-conscious tourism and regional empowerment, Kuching, Sarawak makes global headlines as it proudly hosts the second edition of the Rainforest Youth Summit (RAYS) 2025. With more than 700 youth delegates converging from across ASEAN, this event signals more than just a gathering—it defines a moment where sustainability meets storytelling, and heritage powers hope.
From June 18 to 20, RAYS 2025 transforms Hikmah Exchange and Sarawak Cultural Village into dynamic spaces of cultural dialogue, youth innovation, and climate strategy. These three days promise not just dialogue but impact. ASEAN’s young environmentalists are no longer on the sidelines—they are shaping the roadmap for the region’s sustainable travel future.
Tourism and Climate Action Converge in Borneo
As climate change reshapes travel patterns, destinations must adapt. Sarawak’s tourism strategy has responded by embracing climate action and Indigenous wisdom. Through RAYS, Kuching positions itself as Southeast Asia’s nexus for regenerative tourism and youth advocacy.
This summit blends Indigenous ecological knowledge with global sustainability models, elevating Sarawak from a nature-rich destination to a thought leader in climate tourism. With powerful programming, cultural immersion, and high-level policy discussions, RAYS 2025 is a case study in destination branding through purpose-driven tourism.
Meanwhile, international tourism stakeholders—from airlines to hotel chains—are closely watching Sarawak’s model. There’s growing interest in destinations that are not just beautiful, but ethical, inclusive, and aligned with youth values.
Living Landscapes: A Theme With Teeth
The summit theme, “Living Landscapes: Charting a Sustainable Future,” taps into a rising global demand: travelers want more than passive sightseeing. They crave transformation, authenticity, and impact. RAYS 2025 responds with a format that merges Indigenous stewardship, biodiversity protection, and youth-led climate governance.
The sessions, spanning workshops, cultural exchanges, and youth action plans, have been carefully designed. Each segment fuses traditional knowledge systems with cutting-edge environmental solutions—a pairing that’s increasingly rare in global forums.
Tourism operators looking to stay relevant in 2025 and beyond are being pushed to rethink what “eco-tourism” really means. At RAYS, it’s not just about protecting nature—it’s about protecting the voices that have long protected nature.
Youth Power Reshaping Policy and Practice
The energy at RAYS 2025 is electric. With delegates as young as 18 sharing the stage with researchers, artists, and conservationists, the power dynamic is shifting. Youth are not just the audience; they are the architects of tomorrow’s travel ecosystems.
This shift reflects broader industry changes. Travelers are turning toward operators that engage in ethical storytelling, partner with Indigenous communities, and invest in grassroots education. RAYS is building that blueprint. It fosters actionable commitments, policy suggestions, and regional cooperation that reach far beyond Sarawak’s borders.
RWMF: Tourism with a Cultural Heartbeat
The closing celebration of RAYS 2025 at the Rainforest World Music Festival (RWMF) isn’t just entertainment—it’s symbolic. It weaves climate themes into music, storytelling, and the rich visual tapestry of Sarawak’s cultural identity.
For tourism marketers and festival strategists, the synergy between summit and celebration provides a replicable framework. It’s proof that large-scale events can serve both tourism and transformation.
Music meets movement. Culture meets climate justice. The RWMF becomes a shared stage where sustainability dances to the beat of Indigenous resilience and youth ambition.
RAYS 2025 by the Numbers: A Global Footprint with Local Roots
This year’s summit boasts a diverse speaker line-up from 13 countries, including Australia, Bolivia, Nepal, and Switzerland. From double refugees to climate innovators, from Indigenous scholars to biodiversity scientists—RAYS has scaled up its global credibility without losing its local soul.
While many summits talk diversity, RAYS lives it. Its lineup includes prominent leaders in community-based conservation, sustainable tech, and digital storytelling. This blend gives participants both ideological inspiration and practical tools to lead environmental change back home.
More importantly, the summit delivers what most conferences fail to: a clear connection to ground-level action, emotional depth, and measurable tourism impact.
Sarawak’s Strategy: Climate-Forward, Youth-Driven
By hosting RAYS for a second consecutive year, Sarawak solidifies itself as ASEAN’s climate-forward destination. The state isn’t merely leveraging its lush landscapes or cultural diversity—it’s making a statement: the future of tourism must be inclusive, Indigenous, and intergenerational.
This aligns with Malaysia’s broader vision as it chairs ASEAN in 2025. Sarawak steps into this spotlight with strength. Strategic partnerships with PATA, UN Tourism, and regional youth networks like AYAN and IFSA give RAYS institutional depth and long-term traction.
The implication for the global travel industry is clear: youth-led climate action is not a trend—it’s a transformation.
What This Means for Travel and Hospitality Leaders
Tourism boards, airline route planners, and hotel executives cannot ignore the undercurrent. Eco-awareness is no longer a niche—it’s the mainstream. Millennials and Gen Z are increasingly choosing destinations aligned with their ethics, not just their Instagram feed.
The call is urgent:
- Airlines must reimagine their sustainability reporting.
- Hotels need to embrace Indigenous design and locally sourced operations.
- Tour operators must consult and collaborate with communities, not simply market them.
RAYS 2025 offers a blueprint for how travel can integrate with climate action and culture—not as add-ons, but as foundational pillars.
Conclusion: A Movement, Not Just a Moment
The return of RAYS to Kuching sends a strong signal: youth are not waiting—they’re leading. They are redefining how we travel, how we think about nature, and how we build resilience in an uncertain world.
As global tourism regains momentum post-COVID, events like RAYS serve as models of regenerative recovery. They prove that tourism can educate, activate, and heal. With every session, every story, and every shared meal, RAYS 2025 carves a path forward—not just for Sarawak, but for the world.
If the travel industry is serious about sustainability, equity, and the future—it must follow where these young leaders are going.
