Sarawak, the largest state in Malaysia, is embarking on a historic tourism journey with the launch of the Embrace and Act Tourism Programme. This innovative initiative aims to showcase the rich cultural heritage, diverse natural landscapes, and unique experiences that Sarawak has to offer to both domestic and international tourists.
The Embrace and Act Tourism Programme is a collaborative effort between the Sarawak government, local communities, and tourism industry players. It is designed to promote sustainable tourism development, preserve and promote Sarawak’s cultural heritage, and enhance the overall visitor experience.
One of the key objectives of the programme is to encourage tourists to immerse themselves in the local culture and way of life. This includes engaging with indigenous communities, participating in traditional crafts and activities, and learning about the history and traditions of Sarawak. By doing so, tourists can gain a deeper appreciation for the unique cultural identity of the state and contribute to the preservation of its heritage.
In addition to cultural experiences, the Embrace and Act Tourism Programme also highlights the natural beauty of Sarawak. From the lush rainforests of Borneo to the pristine beaches of the coastline, Sarawak offers a wide range of outdoor activities for nature lovers and adventure seekers. Tourists can explore national parks, go trekking in the mountains, or take a boat ride along the rivers to discover the diverse flora and fauna that call Sarawak home.
The programme also focuses on promoting sustainable tourism practices to protect the environment and support local communities. By encouraging responsible travel behaviour, such as reducing waste, conserving water, and supporting eco-friendly businesses, tourists can help preserve Sarawak’s natural resources for future generations to enjoy.
As part of the Embrace and Act Tourism Programme, the Sarawak government is also investing in infrastructure development and marketing efforts to attract more visitors to the state. This includes upgrading accommodation facilities, improving transportation options, and promoting Sarawak as a premier tourism destination in Southeast Asia.
With its rich culture, stunning landscapes, and commitment to sustainable tourism, Sarawak is poised to become a leading tourism destination in Malaysia. The Embrace and Act Tourism Programme is a testament to the state’s dedication to preserving its heritage, promoting responsible travel practices, and providing unforgettable experiences for visitors from around the world. As Sarawak sets sail on this historic tourism odyssey, it invites travellers to come and discover the beauty and charm of this hidden gem in Borneo.
