KUALA LUMPUR: Sarawak Tourism Board (STB) has been honoured with two esteemed awards at the BrandLaureate Best Brands Awards for the year 2022 to 2023.
The ceremony took place at the Majestic Hotel in Kuala Lumpur and was organised by The World Brands Foundation to acknowledge pioneering brands with exceptional strategies and brand positioning.
STB received two distinguished accolades within the “Nation’s Pride Award” category – one for Tourism Promotion Excellence and another for “CEO of the Year Tourism”, which was bestowed upon Sharzede Salleh Askor.
These awards recognise STB’s commitment and diverse initiatives in positioning Sarawak as a global tourism icon and a prominent ecotourism destination in Southeast Asia, with Responsible Tourism as a central approach.
These efforts are underscored by STB’s marketing campaign, “Sarawak, More to Discover”.
Sarawak Minister for Tourism, Creative Industry and Performing Arts, Datuk Seri Abdul Karim Rahman Hamzah stressed that these awards signify STB’s achievements and dedication to showcasing Sarawak’s unspoiled natural beauty, vibrant cultural heritage, thrilling adventure tourism offerings, and unwavering commitment to sustainable tourism practices.
“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.”
Sharzede received the Brandleadership Award for CEO of the Year, lauding her strong leadership in positioning Sarawak as a tourism destination that champions Responsible Tourism at the forefront of all tourism endeavours.
Under her transformative guidance, Sarawak witnessed remarkable increases in visitor numbers and emerged as a must-visit destination for travellers seeking authentic cultural experiences.
Her visionary approach emphasised community-based tourism products, contributing to the aspiration of making Sarawak Asia’s premier eco-tourism destination by 2030.
“These awards reflect the strong guidance by the Sarawak government and vision under our Post-Covid Development Strategy and Tourism Masterplan. This was crucial in meeting all our objectives. I extend my heartfelt gratitude to all those who have directly and indirectly supported us,” Sharzede commented.
“A profound thanks to my exceptional team at STB for their tireless hard work and dedication,” she added.
