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In an exciting development for the tourism industry, the Pacific Asia Travel Association (PATA) has revealed plans to extend its Tourism Destination Resilience (TDR) Programme to Sarawak, Malaysia. This initiative underscores a pivotal step towards bolstering resilience and ensuring long-term sustainability in the face of evolving challenges.

Initiated in 2021, the TDR Programme emerged as a response to the COVID-19 crisis. It aims to aid regional destinations in their recovery efforts while equipping them to confront future adversities proactively. With tourism figures gradually rebounding to pre-pandemic levels, the necessity for resilience measures becomes increasingly evident to prevent regression to outdated business models.

PATA CEO Noor Ahmad Hamid emphasized the significance of this endeavour, stating, “Tourism holds immense significance for Malaysia, particularly for culturally and environmentally diverse destinations like Sarawak. Adherence to sustainable practices alone is insufficient to safeguard this heritage for future generations and sustainably nurture tourism’s growth. Our destinations must be resilient to withstand crises and adaptable to navigate evolving landscapes seamlessly.”

The Sarawak Tourism Board, in collaboration with PATA, is committed to empowering stakeholders through comprehensive training in crisis management, risk assessment, sustainable tourism practices, and community engagement. Sharzede Datu Haji Salleh Askor, CEO of Sarawak Tourism Board, asserted, “By investing in our human capital, we enhance competitiveness and sustainability while fostering a culture of collaboration and resilience that will endure for years to come.”

Renowned for its natural splendour, rich culture, and diverse adventure offerings, Sarawak has long been a magnet for domestic and international tourists, welcoming nearly 4 million visitors in 2023 alone. However, recognizing the potential negative impacts of tourism, Sarawak has prioritized sustainable policies aligned with SDGs to mitigate environmental and social repercussions.

Despite these efforts, PATA advocates for resilience as a prerequisite for true sustainability, citing the vulnerability of destinations to international crises such as the COVID-19 pandemic and climate change-related challenges.

The TDR Programme has already made strides in enhancing resilience across various destinations, including national and local tourism bodies and small and medium-sized enterprises. In Sarawak, a four-day training program is scheduled from May 20-25 in Kuching, targeting government officials, decision-makers, and tourism SMEs.

The opening ceremony, graced by dignitaries including the Minister of Tourism, Creative Industries and Performing Arts, will signify the commencement of this transformative journey towards a more resilient and prosperous future for Sarawak.

Further information and updates will be forthcoming for those interested in replicating this success in their destinations. For inquiries, please get in touch with ssr@PATA.org.

This meticulously crafted program promises to fortify Sarawak’s tourism sector, positioning it for sustainable growth amidst a dynamic global landscape. With PATA’s expertise and Sarawak’s commitment, the stage is set for a resilient and prosperous future in tourism.