Kuching, April 30: Sarawak has taken a significant step in promoting its rich cultural heritage and natural attractions with the launch of the ‘Sarawak Tourism Ambassador – Embrace and Act Tourism’ Programme. Announced by Deputy Minister for Tourism, YB Datuk Sebastian Ting Chiew Yew, this new initiative aims to foster community engagement and cultivate a sense of pride and responsibility towards the state’s tourism sector.
The CEO of Sarawak Tourism Board (STB), Sharzede Datu Hj Salleh Askor, stressed the importance of community involvement in tourism, stating, “The responsibility of promoting tourism involves all citizens – corporates and individuals.” He also noted the programme’s goals to enhance tourism offerings and encourage a culture of shared responsibility, ensuring that every visitor has an unforgettable experience in Sarawak.
This initiative also seeks to actively involve the Sarawak Civil Service, recognizing them as essential ambassadors for tourism. Sharzede further detailed the plans for expansion: “In the second phase of this programme, we aim to target 1,500 participants from the Sarawak Civil Service, spanning from May to October 2024. Under the theme ‘Embrace and Act Tourism’, our objective is to instill a sense of ownership among Sarawak Civil Service members on the state’s tourism attractions. We strongly encourage our Sarawak Civil Service to see themselves as custodians of our state’s development, entrusted with the vital task of promoting tourism.”
The programme is a key component of Sarawak’s strategy to enhance its tourism sector, aiming to attract 4 million visitors this year. After witnessing a significant recovery in 2023 with a 93.82 per cent growth in tourism and RM9.99 billion in tourism receipts, the first quarter of 2024 also showed promising results with 1.18 million visitors and RM3.07 billion in receipts.
Additionally, the programme supports the upcoming Rainforest World Music Festival (RWMF) 2024, a major event under Sarawak’s tourism calendar. This initiative aligns with STB’s commitment to responsible tourism, sustainability, and community support, reinforcing the principles of the UN Sustainable Development Goals.
The online learning platform developed in collaboration with Pustaka Negeri Sarawak is a testament to Sarawak’s commitment to digitalization and accessibility, equipping participants with the necessary knowledge to effectively promote the state’s tourism attractions.
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