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KUCHING, Aug 17: Sarawak Tourism Board (STB) received two awards at the ‘BrandLaureate BestBrands Awards’ for the year 2022–2023: the ‘Nation’s Pride Award’ for ‘Tourism Promotion Excellence’ and ‘CEO of the Year—Tourism’ for STB chief executive officer Sharzede Salleh Askor.
According to an STB press release, the award ceremony was held yesterday (Aug 16) at The Majestic Hotel Kuala Lumpur.
Organised by The World Brands Foundation (TWBF), the BrandLaureate BestBrands Awards recognises pioneering brands that demonstrated exceptional strategies and brand positioning.
STB said the recognition honours its commitment and various initiatives in positioning Sarawak as a global tourism icon and a leading ecotourism destination in Southeast Asia with Responsible Tourism being its core approach, twinned with STB’s marketing campaign ‘Sarawak, More to Discover’.
“Minister for Tourism, Creative Industry, and Performing Arts (MTCP) Sarawak YB Dato Sri Abdul Karim Rahman Hamzah commended STB’s achievements and commitment in showcasing Sarawak’s pristine natural beauty, vibrant cultural heritage, exhilarating adventure tourism offerings, and unswerving dedication to sustainable tourism practices,” the press release stated.
STB also highlighted that the Nation’s Pride Award for Tourism Promotion Excellence recognised the board for brand performance, brand strategy, brand innovation, brand communication, and brand cultures.
“The ‘Nation’s Pride Award’ and ‘Brandleadership Award’ for Sharzede serve as a testament to STB’s relentless dedication in showcasing Sarawak’s treasures and advocating for responsible tourism practices.
“Their tireless efforts have not only elevated Sarawak on the global tourism stage, but have also enriched the lives of our communities,” Abdul Karim said.
Under the guidance of MTCP, STB has achieved many notable achievements in 2023, including being conferred affiliate membership to United Nations World Tourism Organisation (UNWTO), enabling STB to join UNWTO’s ongoing efforts to bring together the actors of the ‘ecosystem’ of Responsible Tourism under its priority of sustainability in tourism.
STB said that Sharzede received the Brandleadership Award for CEO of the Year for her strong stewardship in positioning Sarawak as a tourism destination that advocates Responsible Tourism at the forefront of all tourism practices.
“Her transformative leadership led to remarkable surges in visitor numbers and positioned Sarawak as a must-visit destination for travelers seeking authentic cultural experiences while fostering balanced growth that respected local communities through her emphasis on community-based tourism products as part of her visionary path to chart Sarawak’s course toward becoming Asia’s premier eco-tourism destination by 2030.”
Reflecting on these accolades, Sharzede, who was unable to attend the event, said: “These awards reflect the strong guidance by the Sarawak government and vision under our Post-Covid-19 Development Strategy and Tourism Master Plan.
“This was crucial in meeting all our objectives. I extend my heartfelt gratitude to all those who have directly and indirectly supported us. A profound thanks to my exceptional team at STB for their tireless hard work and dedication.” — DayakDaily
