IN the embrace of the ebb and flow along Sarawak’s coastline lies a destination that transcends time, inviting people to traverse through the corridors of history.
Santubong, a place steeped in antiquity, stands as a living testament to the whispers of civilisations long past.
As the world increasingly values the treasures of heritage, Santubong emerges as a beacon of archaeological tourism, offering an entrancing journey into the depths of human history.
A portal to the past
Santubong is not just a place; it is a portal that transports visitors across millennia. Its significance reverberates from the very soil, as layers of time intertwine to narrate tales of human evolution, trade, culture, and the indomitable spirit of exploration.
This destination is not merely about experiencing history; it’s about immersing oneself in the stories etched in stone, pottery and ancient artefacts.
Looking at what Santubong could offer, Tourism, Creative Industry, and Performing Arts Minister Datuk Seri Abdul Karim Rahman Hamzah said that Sarawak is fortunate as its history does not start a century ago nor when the Brookes stepped foot in Sarawak.
“Our history dates way back from that. Moreover, from the findings and artefacts found, it suggested that Santubong has historical links to Hinduism before the coming of Islam in Sarawak,” he said.
Aside from that, he pointed out that in the archaeological sites in Santubong, there are also carved rocks and many other finds that proves the civilisations of the past.
“Early research has shown that Santubong is the place where history first started, such as early trading in Borneo with the outside world like with the Chinese and Indians.
“With six sites including one monument being gazetted under Sarawak Cultural Heritage Ordinance 1993, Santubong is considered one of the prime heritage tourism destinations in our state,” he said.
Enhancing cultural and historical tourism
The allure of Santubong, a region rich in archaeological wonders, beckons those who seek a profound connection with the tapestry of human history.
Its landscape is adorned with scattered archaeological sites that hold the potential to unveil captivating narratives of the past.
But can these discoveries be harnessed to elevate the cultural and historical tourism offerings in this region?
The Santubong Archaeological Park is a treasure trove of heritage, encompassing three distinct components: Sungai Jaong, Bongkissam and Bukit Maras, and the Wallace Centre.
Deputy Minister Datuk Sebastian Ting highlights that the first two components, Sungai Jaong and Bongkissam, are particularly abundant in proto-historic evidence, including evidence of trade and iron smelting industries.
“The presence of the tantric shrine Bongkissam, dating back to the 10th century, further enriches the historical significance of these sites.
“The Wallace Centre, on the other hand, is intimately tied to the natural beauty of Sarawak. It marks the historical connection when Alfred Wallace, prompted by an invitation from James Brooke, explored Sarawak from 1854 to 1856.
“Together, these components form a nexus of history, archaeology, and natural heritage that can become a catalyst for Archeo-Tourism in Sarawak, particularly in the Southern Region, bolstering both tourism and socio-economic development for the local Santubong community,” he said.
Adding, he said one of the key strategies to fully harness the potential of Santubong’s heritage is through cultural exchange and heritage tourism.
“These avenues provide visitors with deeply meaningful and immersive experiences,” he said.
To attract a diverse array of tourists, both from within the country and abroad, Ting emphasises the importance of engaging the local community in the process.
“The ministry is actively encouraging residents of Kampung Santubong and its surrounding areas to participate in homestay programmes.
“Currently, there are around 20 homestay operators in the Santubong area. This initiative aims to enable tourists to become integral parts of the local cultural fabric by engaging in activities such as savouring traditional food, participating in dances, enjoying local songs, and immersing themselves in the rich storytelling tradition of folklore.
“Our homestays have many wonderful activities lined up for tourists,” he said.
Santubong as an eco-tourism destination
Santubong’s natural beauty and proximity to both urban centres and lush landscapes make it a unique destination for travellers seeking a harmonious blend of nature and culture.
With this in mind, the the ministry is actively exploring strategies to foster eco-friendly tourism that protects the region’s pristine ecosystems.
This is because the preservation of Santubong’s natural environment is not only crucial for its biodiversity but also a key factor in attracting and retaining tourists.
Ting pointed out that the Santubong is situated within the Sarawak Delta Geopark (SDGp), the 6th National Geopark, where the Gunung Santubong Peninsula emerges as a noteworthy geosite.
“This natural wonder offers a plethora of geotourism opportunities, ranging from historical to archaeological heritage products.
“As such, the ministry, in collaboration with the Technical Working Group for Tourism Product Development and Promotion, is working on establishing a Geotrail that would guide visitors through the captivating landscape of Gunung Santubong Peninsula,” he said.
What Santubong has to offer does not stop there as adventure tourism, which includes activities like hiking, water sports, and wildlife viewing, is equally integral to Santubong’s allure.
Therefore, he stated that the state government has been keenly focused on maintaining the safety of tourists engaging in these exhilarating pursuits, while simultaneously minimising the environmental impact.
“Stringent measures have been put in place, mandating that licensed Regional Specific Tourist Guides accompany all tourism activities.
“Moreover, licensed Park Guides for Santubong National Park ensure that visitors adhere to site-specific Standard Operating Procedures (SOPs).
“To further enhance visitor safety and mitigate environmental impact, the development of directional and interpretive signage for geosites and geotrails is underway,” he said.
Online Digital Marketing
In this digital age, the state government recognises the significance of effectively marketing Santubong to potential tourists.
Therefore, a slew of digital and online initiatives has been deployed to ensure Santubong’s prominence in the global travel sphere.
Ting stated that these included portal and websites, social media campaigns, virtual tours, and mobile apps to engage potential visitors effectively.
He said among the initiatives done is marketing through the Sarawak Travel Portal and Application which is developed in collaboration with Sarawak Multimedia Authority (SMA) and Universiti Malaysia Sarawak (Unimas).
“This digital platform provides a next-generation website and a smart devices application as an added-value experience for travellers to Sarawak.
“It is designed and developed in five modules that fit into the Sarawak More to Discover campaign of Culture, Adventure, Nature, Food and Festival (CANFF).
“Among the technology included are Augmented Reality (AR) and Virtual Reality (VR) components, 360-degree view of panoramic images of local attractions including Santubong area videos and photos of tourism products and attractions as well as interactive game module that has a geo-location feature and Geofencing capabilities,” he explained.
Aside from that, he said, there is also Sarawak Road Trip: Self Drive Travel Guide which provides travellers with a convenient self-drive guide as well as Sarawak Tourism Board (STB) Intel harnesses data analytics to personalise visitor experiences.
“Of course, apart from that, we too have social media engagement where the ministry via STB has maintained actively and engaging social media profiles on platforms such as Instagram, Facebook, Twitter and TikTok.
“The STB regularly shares visually appealing content such as photos, videos and stories that showcase the attractions and unique experiences in Santubong including its food, events and culture.
“The visitors will also be able to share their own experiences through user-generated content by creating hashtags specific to Santubong and encourage tourists to use them when posting about their trips in Santubong,” he said.
Educational and Interpretive Programmes
To facilitate an in-depth understanding of Santubong’s historical significance, the state government is considering establishing visitor centres and guided tours.
Ting stated that in ensuring visitors have prior information for them to make various decisions for their intention to and during their visit to the future Santubong Geotrail, the temporary Information Centre for SDGp is located at Santubong Peninsula.
“Santubong National Park will also have its own interpretative centre in the coming year.
“Aside from that, tour guides and park guides will be trained on the geotourism products from time to time to ensure they provide informative and enriching experiences for visitors keen to unravel the stories within Santubong’s archaeological sites,” he said.
Santubong a Tourism Hub
With the value and aspect of tourism being a priority, several resort locations were built to cater to local and foreign travellers while taking into account the strategic position of tourism.
On top of that, an award-winning living museum depicting the cultural heritage of major racial groups in Sarawak, Sarawak Cultural Village (SCV), is also a must go destination for the travellers.
In this concerted effort to harmonise tourism with conservation, the state government through the ministry is forging a sustainable path forward for Santubong.
By prioritising eco-tourism, safety, cultural heritage, and cutting-edge digital engagement driven by the ministry, Santubong is poised to flourish as a truly remarkable destination that respects its past and future alike.
