## Sarawak’s Indigenous Tourism Takes Center Stage at World Travel Market: A Vision for Sustainable Travel and Cultural Preservation
The world took notice as Sharzede Datu Hj Salleh Askor, CEO of the Sarawak Tourism Board (STB), captivated a global audience at the World Travel Market (WTM) in London. During an impactful panel discussion titled “Indigenous Tourism: Revitalizing Heritage, Community, and Conservation,” Sharzede eloquently articulated Sarawak’s groundbreaking approach to tourism, one that centers Indigenous communities and fosters sustainable development.
The session, held on Wednesday, November 6th at the Orange Theatre, ExCeL London, was a collaboration with the World Travel and Tourism Council (WTTC). It underscored the transformative power of Indigenous Tourism in reshaping the global travel industry. Sharzede emphasized how Indigenous-driven initiatives create authentic experiences for travelers while safeguarding cultural legacies, supporting local economies, and promoting environmental conservation.
Sarawak’s Leading Efforts in Indigenous Tourism
Representing Sarawak, Malaysia’s largest state, Sharzede highlighted the Sarawak Tourism Board’s unwavering commitment to placing Indigenous communities at the heart of its tourism initiatives. Sarawak’s strategy empowers these communities to showcase their cultural heritage and traditions, enabling them to directly benefit from tourism while promoting sustainability and cultural preservation.
“Indigenous Tourism in Sarawak is a testament to responsible tourism that honors 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 Aspects of Indigenous Tourism in Sarawak
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Cultural Immersion and Genuine Experiences:
Sarawak offers visitors the chance to engage deeply with its indigenous culture. Stay in traditional longhouses, participate in vibrant festivals like Gawai Dayak, and delve into authentic cultural events and hands-on workshops. These experiences enable travelers to connect with local traditions and gain a deeper appreciation for the region’s diverse cultural heritage.*
Economic Growth and Sustainability:
Sarawak’s indigenous tourism approach creates sustainable income opportunities for local artisans, musicians, and homestay operators, especially during iconic events like the Rainforest World Music Festival. These activities not only spotlight the state’s cultural assets but also enable indigenous communities to benefit economically, helping preserve their heritage for future generations.*
Environmental Protection and Conservation Projects:
Focused on sustainable practices, Sarawak’s tourism model incorporates several environmental initiatives, including the Forest-to-Table programme and the EcoGreen Planet project, which promotes reforestation. Local artisans also create eco-friendly crafts, preserving their cultural traditions while appealing to environmentally conscious travelers.*
Empowerment through Technology:
The Jejak Digital programme equips Sarawak’s local communities with the tools to share their stories and tourism experiences with a global audience. This initiative helps these communities extend their reach, fostering sustainable cultural tourism while promoting their unique traditions.Sarawak’s Responsible Tourism Commitment
Sharzede also highlighted the Sarawak Responsible Tourism (RT) Pledge, a call for visitors to respect and protect the cultural and natural heritage of the region. This pledge encourages a spirit of mutual respect between locals and tourists, attracting travelers who prioritize sustainable and responsible tourism practices.
Alignment with Sustainable Development Goals (SDGs)
Sharzede emphasized how Sarawak’s tourism initiatives align with the UN’s Sustainable Development Goals (SDGs), focusing on areas such as quality education, climate action, and the integration of sustainable practices in tourism. This alignment reinforces Sarawak’s commitment to responsible tourism, attracting visitors who value authenticity, community empowerment, and environmental stewardship.
The Enduring Influence of Indigenous Tourism
Sharzede’s reflections highlighted Sarawak’s dedication to creating a sustainable tourism framework that honors cultural heritage while uplifting local communities. By embracing Indigenous Tourism as a core element of its identity, Sarawak is leading the way in responsible tourism practices that deliver mutual benefits for both locals and travelers, further enhancing its global standing as a hub for cultural preservation and environmental responsibility.
