London, 11th November 2024 — Sharzede Datu Hj Salleh Askor, CEO of the Sarawak Tourism Board (STB), captivated a global audience of industry leaders, cultural advocates, and sustainable tourism enthusiasts during a compelling panel discussion at the World Travel Market (WTM) in London. Held on Wednesday, 6th November 2024 at the Orange Theatre, ExCel London, the session titled “Indigenous Tourism… A Legacy Reawakened in Heritage, Community, and Conservation” highlighted the power of Indigenous-driven tourism initiatives to preserve cultural heritage, promote sustainable practices, and drive economic and social impact within local communities.
In partnership with the World Travel and Tourism Council (WTTC), the discussion illustrated how Indigenous Tourism is reshaping the travel landscape. Sharzede shared how indigenous-led efforts fostered meaningful connections for travellers while honouring cultural legacies, supporting local economies, and conserving vital natural resources.
Sarawak’s Pioneering Role in Indigenous Tourism
Representing Sarawak, Malaysia’s largest state, Sharzede highlighted how Sarawak Tourism Board’s initiatives place indigenous communities at the core of its tourism strategy. Sarawak’s approach empowers communities to share their heritage and traditions while directly benefiting from tourism activities.
“Indigenous Tourism in Sarawak is a testament to responsible tourism that honours both people and the planet,” Sharzede reflected. “We are proud to create experiences where culture, nature, and sustainability intersect, leaving a positive impact on local communities and visitors alike.”
Key Highlights of Indigenous Tourism in Sarawak
1. Cultural Engagements and Authentic Experiences
Sarawak offers travellers immersive experiences, from traditional longhouse stays to vibrant celebrations like Gawai Dayak, providing unique insights into Sarawak’s indigenous way of life. Cultural festivals and crafts workshops foster interaction between visitors and locals, deepening their understanding of Sarawak’s rich cultural landscape.
Sarawak offers travellers immersive experiences, from traditional longhouse stays to vibrant celebrations like Gawai Dayak, providing unique insights into Sarawak’s indigenous way of life. Cultural festivals and crafts workshops foster interaction between visitors and locals, deepening their understanding of Sarawak’s rich cultural landscape.
2. Economic Empowerment and Sustainability
Sarawak’s indigenous tourism strategy generates sustainable income for artisans, musicians, and local homestay operators, particularly through events such as the Rainforest World Music Festival. These initiatives not only showcase the state’s cultural treasures but also empower indigenous communities to sustain their livelihoods and preserve their heritage.
Sarawak’s indigenous tourism strategy generates sustainable income for artisans, musicians, and local homestay operators, particularly through events such as the Rainforest World Music Festival. These initiatives not only showcase the state’s cultural treasures but also empower indigenous communities to sustain their livelihoods and preserve their heritage.
3. Environmental Stewardship and Conservation Initiatives
Emphasising environmental responsibility, Sarawak’s tourism model incorporates sustainable practices, including the Forest-to-Table initiative and EcoGreen Planet programme, which involves reforestation efforts. By embracing green innovation, local artisans also produce eco-friendly crafts, ensuring the preservation of traditional artistry while appealing to eco-conscious travellers.
Emphasising environmental responsibility, Sarawak’s tourism model incorporates sustainable practices, including the Forest-to-Table initiative and EcoGreen Planet programme, which involves reforestation efforts. By embracing green innovation, local artisans also produce eco-friendly crafts, ensuring the preservation of traditional artistry while appealing to eco-conscious travellers.
4. Empowerment through Digital Tools
Through the Jejak Digital programme, Sarawak equips local communities with the tools to share their unique stories and tourism offerings with a global audience. This digital empowerment initiative ensures that indigenous communities can reach wider markets, promoting their cultural heritage sustainably.
Through the Jejak Digital programme, Sarawak equips local communities with the tools to share their unique stories and tourism offerings with a global audience. This digital empowerment initiative ensures that indigenous communities can reach wider markets, promoting their cultural heritage sustainably.
5. Sarawak Responsible Tourism (RT) Pledge
Sharzede also highlighted Sarawak’s Responsible Tourism Pledge, which encourages visitors to respect and conserve the state’s cultural and natural heritage. By fostering mutual respect between locals and visitors, this pledge attracts eco-conscious travellers who value sustainable and mindful tourism.
Sharzede also highlighted Sarawak’s Responsible Tourism Pledge, which encourages visitors to respect and conserve the state’s cultural and natural heritage. By fostering mutual respect between locals and visitors, this pledge attracts eco-conscious travellers who value sustainable and mindful tourism.
6. Commitment to Sustainable Development Goals (SDGs)
Sharzede illustrated how Sarawak’s tourism strategy aligns with UN Sustainable Development Goals (SDGs), prioritising quality education, climate action, and sustainable practices within tourism. This commitment underscores Sarawak’s dedication to responsible tourism, drawing travellers who value authenticity, community empowerment, and conservation.
Sharzede illustrated how Sarawak’s tourism strategy aligns with UN Sustainable Development Goals (SDGs), prioritising quality education, climate action, and sustainable practices within tourism. This commitment underscores Sarawak’s dedication to responsible tourism, drawing travellers who value authenticity, community empowerment, and conservation.
The Lasting Impact of Indigenous Tourism
Sharzede’s insights underscored Sarawak’s commitment to fostering a sustainable tourism model that respects cultural heritage and empowers local communities. By positioning Indigenous Tourism as an essential part of its identity, Sarawak is pioneering a model for responsible tourism that benefits both residents and visitors, strengthening its global reputation as a destination for cultural and environmental stewardship.
For further information, please visit: www.sarawaktourism.com
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About Sarawak Tourism Board
Sarawak Tourism Board is the key promoter for Sarawak. STB is a winner of the Asia Pacific Excellence Awards 2016 by Asia-Pacific Association of Communications Directors (APACD) and has received the ASEAN PR Excellence Award 2015 Gold Award. The Rainforest World Music Festival is a five-time Top 25 Best International Festivals recognised by Songlines World Music Magazine (2011 – 2015). Meanwhile, the Rainforest World Music Festival and Borneo Jazz Festival Virtual Experiences were recognised by World Responsible Tourism Awards 2021 as ‘Ones to Watch’ under Destinations Building Back Better Post-Covid and the virtual experience of the 2021 Rainforest World Music Festival won the PATA Gold Awards 2022 under Sustainability and Social Responsibility Category for Culture. Sarawak Tourism Board also won the Golden City Gate 2019 five-star award, Marketing Excellence Awards 2021 for Excellence in Mobile Marketing (bronze) and PATA Gold Awards 2022 its destination video entitled ‘A Journey Awaits’ under the marketing category.
STB was honored with the "Nation’s Pride Award" in Tourism Promotion Excellence at the BrandLaureate BestBrands Awards for the year 2022-2023. Additionally, at the Malaysia Public Relations Awards (MPRA) 2023, STB's campaign for the Rainforest World Music Festival titled "The Comeback Stronger Brand Story" was recognized with the Campaign of the Year award. STB also secured the Gold Award for Product Brand Development (B2C) under the theme "Comeback Stronger", acknowledging its compelling narrative emphasizing sustainability practices. STB received the Best Global PR Campaign Award at the DAVOS World Communications Forum Award (WCFA) 2023. In 2024, STB was awarded the Bronze Award in the Transportation, Travel & Tourism category at the Putra Aria Brand Awards. www.sarawaktourism.com
