In an unprecedented move towards sustainable development, Sarawak is set to redefine tourism norms by hosting the first Pacific Asia Travel Association (PATA) Tourism Destination Resilience (TDR) Programme training of the year. This pioneering initiative marks a significant step in preparing Sarawak, Malaysia, for resilient future growth amidst global challenges.
Since its inception in 2021, the TDR Programme has been instrumental in aiding Asia-Pacific destinations to bounce back post-COVID-19, shifting from traditional metrics of success to a broader, more sustainable approach. As global tourism rebounds, the focus is on fortifying destinations against future crises and transitioning from old business models to more sustainable practices.
PATA CEO Noor Ahmad Hamid emphasized the critical role of resilience in tourism. “For destinations like Sarawak, known for their cultural and environmental diversity, it’s crucial to develop robust systems that can withstand crises and adapt to evolving global landscapes,” Hamid explained. He highlighted that sustainable tourism practices alone are insufficient; resilience is critical to long-term sustainability.
From May 20-25, the upcoming training in Kuching will cover various facets of resilience for tourism professionals, from crisis management and risk assessment to sustainable practices and community engagement. This initiative is expected to boost Sarawak’s tourism industry and reinforce its cultural and environmental conservation efforts.
Sarawak Tourism Board CEO, Sharzede Datu Haji Salleh Askor, shared her enthusiasm for the collaboration with PATA. “This partnership will equip our stakeholders to effectively anticipate, respond to, and recover from diverse challenges, enhancing our competitiveness and fostering a resilient tourism culture,” said Sharzede.
In 2023, Sarawak welcomed nearly 4 million visitors, drawn by its unique natural beauty and rich cultural heritage. However, the state recognizes the importance of mitigating tourism’s environmental and social impacts. Its commitment to sustainable tourism is reflected in its adherence to several Sustainable Development Goals (SDGs), including quality education, sustainable cities, responsible consumption, climate action, and partnerships for the goals.
The region’s approach to tourism resilience has evolved since the onset of the pandemic, with PATA actively promoting resilience as a cornerstone for true sustainability. This shift is crucial as destinations worldwide face increasing threats from economic instability, health crises like COVID-19, and climate change impacts.
The capacity-building efforts in Sarawak are part of a broader PATA initiative that has seen similar training programs rolled out across the region, including in the Philippines, Vietnam, Cambodia, and Indonesia. These programs have focused on empowering national and local tourism organizations and small and medium-sized enterprises (SMEs) with financial and digital skills crucial for the current era.
The program’s launch will be attended by distinguished guests, including the Minister of Tourism, Creative Industries and Performing Arts, the Honourable Dato Sri Haji Abdul Karim Rahman Hamzah. Further details and updates on the program’s impact are eagerly anticipated.
For more information on bringing the Tourism Destination Resilience Programme to other destinations, interested parties are encouraged to contact PATA at ssr@PATA.org.
Written by: Kanda Limw
