Sarawak State Library


Sarawak Tourism Ambassador – Embrace and Act Tourism Programme

Posted on 01 May 2024

Sarawak has just launched the 'Sarawak Tourism Ambassador – Embrace and Act Tourism’ programme. This initiative, officiated by Deputy Minister for Tourism, Datuk Sebastian Ting Chiew Yew on behalf of Minister of Tourism, Creative Industry and Performing Arts Sarawak, Dato Sri Haji Abdul Karim Rahman Hamzah, at its launching ceremony held at Pustaka Negeri Sarawak in Kuching on April 30, embodies the values of patriotism and community involvement in showcasing Sarawak's cultural richness and natural beauty to the global audience.

According to the CEO of Sarawak Tourism Board (STB), Sharzede Datu Hj Salleh Askor, the promotion of tourism is a collective responsibility involving all citizens, both individuals and corporations. Stressing inclusivity, she highlighted the programme's commitment to raising awareness and strengthening the tourism sector through community participation.

The programme aims to strengthen Sarawak's position as a premier destination with rich culture, adventurous activities, stunning landscapes, delicious cuisine, and vibrant festivals, and of course Sarawak’s legendary hospitality. With a focus on enhancing tourism offerings and fostering a culture of shared responsibility, Sarawak has established itself as the premier Gateway to the Captivating Wonders of Borneo.

'Sarawak Tourism Ambassador – Embrace and Act Tourism’ seeks to reignite the passion for tourism among Sarawak's Civil Service members, recognising their role as invaluable ambassadors for the state's tourism sector.

“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 instil 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,” Sharzede quipped.

As part of Sarawak's comprehensive tourism strategy, this programme aims to boost the sector's contribution towards Sarawak’s target of hosting 4 million visitors this year. For one, it plays a vital role in promoting the Rainforest World Music Festival (RWMF) 2024, scheduled for June 28 to 30, targeting over 25,000 visitors.
STB's commitment to Responsible Tourism, environmental conservation, and community engagement is evident through initiatives like waste management and energy conservation, aligning with UN Sustainable Development Goals. Ambassadors are urged to lead the way in championing Responsible Tourism, ensuring a sustainable future for Sarawak's tourism sector, particularly through the promotion of RWMF.

The programme's online learning platform, developed in collaboration with Pustaka Negeri Sarawak, provides participants with comprehensive knowledge about Sarawak's tourism destinations. STB's commitment to innovation and inclusivity is evident in the expansion of the Ambassadorship Programme to the Sarawak Civil Service, following the success of the previous phase, which involved collaboration with e-hailing drivers. The inaugural programme engaged 1,000 participants, achieving a perfect 100% score in the Sarawak Ambassadors Programme on e-learning. This phase also included nearly 700 participants from the Public Tourist Guides through PUSTAKA’s e-Pandei platform.

Source: BorneoTalk