According to Sharzede Datu Salleh Askor , CEO of the Sarawak Tourism Board ( STB ), Sarawak tourism focuses on five pillars : Culture , Adventure , Nature , Food and Festival ( CANFF ). “ These five pillars are the main thrusts we have used to position tourism in Sarawak since 2018 . With 31 ethnic groups , Sarawak boasts abundant cultural diversity , festivals , and delicious food . Additionally , the adventure and nature found in Sarawak are truly gifts from God . We are responsible for leveraging these natural wonders to promote Sarawak as a destination .”

Aside from being the preferred eco-tourism destination due to its rich biodiversity , Sarawak is also one of the most sought-after destinations for medical tourism due to its affordable , high-quality healthcare services .

EXPLORING THE MUSLIM TOURIST MARKET

Sharzede noted that Malaysia had effectively positioned itself as a Muslim-friendly destination thanks to its diverse population . She added that this was a beneficial situation as it allowed the country to appeal to those seeking Muslimfriendly experiences and a broader audience . “ Therefore , in Sarawak , we strive to be inclusive and ensure that our facilities cater to the halal market and Muslim tourists . Understanding that being Muslim-friendly does not mean excluding other groups is essential . Instead , it means being receptive to the needs of all visitors .

“ If our target market is the Middle Eastern , we must prepare accordingly by understanding their preferences and needs . Knowing your market segment and tailoring your approach to attract and retain them is essential .

“ In the past , this segment grew organically . Now , we are focusing on tapping into the Middle Eastern market . We are excited to collaborate with the Islamic Tourism Centre ( ITC ) and others to gain a deeper understanding of this market and prepare ourselves accordingly ,” said Sharzede .

She highlighted the importance of maintaining consistency in attracting the desired market . She noted that the State actively participated in expos such as Dubai Expo and Arabian Travel Market ( ATM ) to ensure

continued visibility in the Middle Eastern travel market .

AN IDEAL MUSLIM-FRIENDLY DESTINATION

With approximately 30 per cent of the population in Sarawak being Muslim , Sharzede believes that the State has all it takes to be an ideal Muslim-friendly destination . The State already has the necessary facilities , mosques , and availability of halal food , and it just needs to enhance these offerings to tap further into the Muslim tourist market .

“ You can see how diverse the Muslim community is in Sarawak and how they integrate with other ethnic groups . For those who wish to experience the culture of Sarawak with a Muslim element , I believe this is a great way to do so .”

She revealed that seven hotels in Sarawak received the Muslim-Friendly Accommodation Recognition ( MFAR ) certificate from ITC . These include Waterfront Hotel , Kuching ; Hilton Kuching ; Riverside Majestic ( Astana ), Kuching ; Riverside Majestic ( Puteri ), Kuching ; Grand Margherita , Kuching ; Pullman Hotel , Kuching ; and Pullman Hotel , Miri .

KUCHING UMRAH GATEWAY

Sharzede mentioned that while the Middle Eastern market in Sarawak might not be huge , Malaysia has had healthy growth overall . She further explained that Sarawak was embarking on a catalytic initiative to make Kuching an Umrah gateway , which is why it is the right time to tap into the Middle Eastern market .

“ Yes , Umrah and the Middle Eastern market are distinct markets , but by venturing into this area , we can make our presence felt . Our Kuching Umrah Gateway initiative will commence this year . However , the limited aircraft availability has caused a slight delay in the launch .

“ Nevertheless , insyaAllah , we will be starting the initiative this year . When it starts , we will

Kuching Waterfront .

Sarawak Laksa .

Sharzede Datu Salleh Askor

bring thousands of people to Umrah from Kuching to Madinah or Jeddah . Our strategy involves offering tour packages that include a Muslim-friendly tour in Sarawak , where passengers can stay in Kuching before or after their tour .”

Sharzede highlighted that the Kuching Umrah Gateway initiative would help boost the economy as it would involve the State ’ s industry players . She further explained that the State didn ’ t need to target the entire world to visit Sarawak for this initiative but instead could , for example , focus on welcoming Muslim tourists from Kalimantan and other parts of Indonesia .

“ The potential market for this initiative is huge , and we are optimistic that it will attract more direct flights to Sarawak ,” she added , emphasising that direct connectivity remains a significant challenge for Sarawak despite being the largest State in Malaysia .

SUPPORT FROM THE ISLAMIC TOURISM CENTRE

Sharzede expressed gratitude towards ITC for supporting Sarawak ’ s efforts to become a Muslim-friendly destination . She emphasised the importance of having a coordinating body like ITC to coordinate , train , and create awareness about Muslim-friendly tourism and hospitality through programmes such as the Muslim-Friendly Tour Guides ( MFTG ) and the Mosque Visit Guide ( MosVi ) training programmes .

In December 2022 , 27 tourist guides licensed by the Ministry of Tourism , Arts and Culture ( MOTAC ) were recognised as the first batch in Sarawak to be certified as Muslim-Friendly Tourist Guides ( MFTG ). — R & R