Sarawak Tourism Board aims to turn 1,000 Grab drivers into tourism ambassadors

Sarawak Tourism Board (STB) is targeting to make 1,000 Grab drivers into its Sarawak Tourism Ambassadors, as part of the Sarawak ambassadors programme on e-learning from e-hailing drivers launched together with Grab Malaysia. Under the programme, Grab will reach out to its database of approximately 4,000 to 5,000 e-hailing drivers based in Kucing, Sibu, Bintulu and Miri for participation in the e-learning training. The modules, which are available in English, Mandarin and Bahasa Malaysia, will cover information about Sarawak, culture and heritage as well as tourist destinations.

Meanwhile, Grab drivers involved will have access to the company's e-learning platform, Axonify, under the Grab Academy to offer this online learning. The modules for the e-learning, will be facilitated by Akademi Hospitaliti and Pelancongan Saujana or SATT College to cover the Southern Central and the Northern regions of Sarawak.

While STB declined to reveal the monetary value of the partnership, its spokesperson said it will raise awareness of the programme via social media, its website and upcoming media interviews. It also publicised the launch event via print and broadcast, as well as online platforms. According to the spokesperson, STB believes that the programme will help stabilise the tourism ecosystem, maintain its marketing strategy intensity in both domestic and regional markets, as well as promote its tourism products through local Sarawakians.

The Minister of Tourism, Arts and Culture Sarawak, Abdul Karim Rahman Hamzah, said Sarawak is the first Malaysian state to come up with this tourism awareness module for e-hailing drivers, together with Grab Academy. He explained that the programme, which is exclusively for e-hailing drivers, aims to equip them with extra knowledge on tourism and Sarawak's offerings.

"Drivers are usually the first contact with tourists upon their arrival, and during their time exploring tourist attractions and destinations. Hence, it is extremely important that they have good knowledge of major routes, attractions and destinations," he added.

STB CEO Sharzede Datu Haji Salleh Askor said STB will continue to place strong emphasis on enhancing visitors' experiences, as part of experiential tourism. With the launch of this Sarawak ambassadors programme on e-learning for e-hailing drivers today, we aspire to continuously enhance tourism related services, in order to deliver an unforgettable visitors’ experience to all who visit our State. It is our hope that this will in turn, position Sarawak as a globally competitive and recognised tourism destination of choice,” she added.

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