By DayakDaily Team
KUCHING, July 22: The Sarawak Trade and Tourism Office Singapore (Statos) proudly partnered with HalalTrip as both a destination partner and a member of the judging panel for the inaugural HalalTrip Content Creator Tank, held as part of the Halal In Travel Global Summit 2025 in Singapore.
According to a Statos press release, the summit brought together industry pioneers, policymakers, and travel stakeholders to redefine the global Muslim travel market.
With the theme ‘Halal Travel 360: Innovation, Experience, and Responsibility’, this year’s event emphasised the need for a holistic, technology-driven, and sustainable approach to serving Muslim travellers.
As one of three destination partners, Statos reviewed shortlisted content creators who pitched original ideas to promote Muslim-friendly travel experiences.
“Nurul Amira Rahmat, the content creator behind @asingaporeanabroad, was selected to represent Sarawak for her heartfelt and creative pitch.
“Amira, who has a combined following of over 120,000 on Instagram and TikTok, is also a cabin crew member, bringing real-world travel insights and a global perspective.
“She impressed the judges with a traditional Sarawak dance during her pitch and shared her personal experience visiting Mulu National Park, a UNESCO World Heritage Site—demonstrating a genuine connection to Sarawak,” the press release stated.
Statos deputy chief executive officer Putrie Rozana Soraya, who represented Sarawak on the judging panel, was quoted as saying: “Amira’s pitch was thoughtful, creative, and culturally respectful—qualities that strongly align with Sarawak’s values.
“Her storytelling approach stood out for its warmth and relatability. She impressed us not only with her creativity but also with her sincerity and deep appreciation for Sarawak.”
Putrie added, “It is an honour for Sarawak to be represented alongside global destinations such as Spain and Hong Kong. This platform has given us the opportunity to showcase that Sarawak is ready, relevant, and rich in authentic experiences for Muslim travellers.”
As the winning creator, Amira will embark on a fully sponsored trip to Sarawak to produce content showcasing halal-certified cuisine, Muslim-friendly accommodations, prayer facilities, and immersive cultural tourism offerings.
Statos’ role in the HalalTrip initiative comes amid a steady increase in Muslim travellers from Singapore to Sarawak.
Ruzaiman Ghazalee, Managing Director of Safar Al Ghazali Travel & Tours, noted significant demand for halal travel services in 2024 and 2025, crediting both Statos and the Sarawak Tourism Board (STB) for their efforts in positioning Sarawak as a top-tier halal destination.
Beyond halal travel, Statos is expanding its collaborations with academic institutions in both Singapore and Sarawak to develop overseas learning programmes, educational exchanges, and joint talks. It is also working closely with travel agencies in Singapore to co-create packages and marketing strategies that highlight Sarawak’s diverse tourism experiences.
The Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2025 revealed that international Muslim arrivals rose to 176 million in 2024, a 25 per cent increase from 2023, with projections pointing to 245 million arrivals and USD230 billion in travel spending by 2030.
Datu Sherrina Hussaini, Permanent Secretary of the Ministry of Tourism, Creative Industry, and Performing Arts Sarawak, emphasised that inclusive tourism is a core strategy moving forward.
“Sarawak’s strength lies in its diversity and authenticity. We believe Muslim-friendly tourism is not just a trend, but a long-term opportunity to showcase our hospitality, heritage, and inclusivity,” she said.
Putrie added, “This initiative not only fosters creative collaboration but also strengthens Sarawak’s image as a welcoming and inclusive destination. Statos remains committed to building bridges with academia and travel partners to broaden opportunities for cultural and educational exchange.” — DayakDaily
