The Pacific Asia Travel Association (PATA) has announced a new partnership with the Sarawak Tourism Board (STB). This collaboration aims to promote sustainable tourism and resilience efforts in Sarawak.
A Memorandum of Understanding (MoU) was signed by STB CEO Sharzede Datu Haji Salleh Askor and PATA CEO Noor Ahmad Hamid. The signing took place on May 16 at the PATA Annual Summit in Macao, China. The event was part of the Partnerships for Tomorrow session at the main conference.
PATA CEO Noor expressed excitement about the partnership. He highlighted the strong relationship between PATA and STB over the years. Noor believes this collaboration will position Sarawak as a leading destination in sustainability.
The MoU outlines several areas of cooperation. These include enhancing tourism resilience and sustainable practices, introducing carbon offset projects, and engaging in joint advocacy and policy development. The partnership will also focus on green hospitality, urban sustainability, and biodiversity conservation initiatives.
Sharzede Datu Haji Salleh Askor emphasized the importance of tourism as a catalyst for economic growth and cultural exchange. She expressed pride in collaborating with PATA to enhance tourism resilience and sustainability in Sarawak. The joint efforts aim to showcase Sarawak’s rich natural heritage and promote responsible tourism practices.
The first activity under the MoU is the Tourism Destination Resilience (TDR) capacity building program. This event will take place in Kuching next week. Tourism officials will receive training on core TDR modules, including risk assessment, crisis communication, and adaptive capacity improvement. Following this, SMEs in the tourism sector will join a workshop on financial and digital skills.
Future activities include workshops on ecotourism, community-based tourism, waste management, and sustainability certifications. The partnership will continuously monitor and evaluate these initiatives to ensure their success in promoting sustainable tourism in Sarawak.
