Sarawak Tourism offers resilience training

KUCHING, 1 May 2024: The Pacific Asia Travel Association is expanding its Tourism Destination Resilience (TDR) program with Sarawak, Malaysia, holding four-day training sessions in Sarawak, Malaysia from 20 to 25 May.

Launched in 2021, the TDR program is helping destinations in the region recover from the Covid-19 crisis and proactively prepare for future challenges.

“Tourism is of immense importance to Malaysia, especially to a culturally and ecologically diverse destination like Sarawak. Adopting sustainable tourism practices is not enough to preserve this heritage for future generations and sustainably foster tourism growth and benefits in the region,” said PATA CEO Noor Ahmad Hameed.

„Our goals are to be strong enough to withstand crises and seamlessly navigate emerging landscapes. We are delighted that Sarawak is joining us on this journey to build resilience.

While tourism revenue and international visitor arrivals have traditionally been considered the primary indicators of tourism success, the industry needs to adopt a more holistic approach and mindset. Factors such as quality of visitor experience, length of stay, daily expenditure, well-being of residents and preservation of natural and cultural assets are increasingly important as indicators of progress and prosperity of destinations.

According to Sarawak Tourism Board CEO Sharset Datu Haji Saleh Askor: “As partners in progress, the Sarawak Tourism Board is proud to join hands with PATA on the Tourism Destination Resilience Project to provide our stakeholders with the necessary tools to anticipate and respond. Recovers from various challenges. From crisis management and risk assessment to sustainable tourism practices and community engagement, these capacity-building initiatives will empower individuals and organizations across Sarawak to effectively contribute to our collective resilience.

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Sharset adds: “By investing in the development of our human capital, we not only increase the competitiveness and sustainability of Sarawak's tourism industry, but also sustain a culture of collaboration and resilience for years to come. Together with PATA, we are delighted to embark on this transformative journey towards a more resilient and prosperous future for Sarawak.

Sarawak is a popular Southeast Asian destination that is expected to welcome nearly 4 million domestic, regional and international visitors by 2023. Tourists are attracted by its unique natural beauty, vibrant culture and numerous adventure activities including jungle trekking and wildlife watching. Tourism has long been a significant economic driver in Sarawak, significantly influencing the state's economy and society. Sarawak is deeply committed to implementing sustainable policies and practices to mitigate the negative impacts of tourism on the environment and local communities.

However, consistency alone is not enough. Since the pandemic began, PATA has argued that to achieve true sustainability, targets must first create resilience. Efforts towards heritage conservation, biodiversity conservation or poverty alleviation risk facing international economic or health crises, as exemplified by Covid-19. Climate change and its associated impacts pose significant risks to all locations, especially coastal and island regions such as Sarawak.

In Sarawak, the four-day training will be held in Kuching from May 20 to 25, with the first two days targeting tourism government officials and decision makers and the last two days tourism SMEs.

Tourism Destination Resilience (TDR) capacity-building programs are being conducted by several destinations from 2021. For more details, visit

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TDR Training of Trainers for National Tourism Organizations: December 2021 – Manila, Hanoi, Phnom Penh and Bandung, Indonesia.

TDR Training Target Management Companies: February-April 2022 – Siquijor, Philippines; Hoi An, Vietnam; Siem Reap, Cambodia; and Pokor, Indonesia.

TDR Finance and Digital Skills Training for Tourism SMEs: July-September 2023 – Laguna, Philippines; Hoi An, Vietnam; Siem Reap, Cambodia; and Jakarta, Indonesia.
For more information on Destination Sarawak, visit

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