Curtin Malaysia empowers local enterprises through community-based tourism workshop

Miri, Sarawak – 19 September 2024 – In a move to strengthen the local tourism sector, Curtin University Malaysia’s Faculty of Business recently hosted a workshop aimed at empowering local businesses within the community-based tourism industry with cutting-edge strategies for branding, market analysis, and data-driven decision-making.

The full-day event, held at the Curtin Malaysia campus, brought together representatives from 30 local enterprises, all eager to explore innovative strategies to propel their businesses forward and contribute to Sarawak’s sustainable tourism growth.

The workshop featured a blend of expert-led sessions focused on the core pillars of success in today’s competitive tourism landscape: branding, environmental scanning, and data-driven decision-making.

A team of facilitators comprising senior lecturer and Associate Dean of Research and Development Dr. Tiong Ying, senior lecturer and Associate Dean of Learning and Teaching Dr. Fayrene Chieng, lecturer Dr. Ivy Hii, and lecturer and Discipline Lead for Marketing and Tourism Programmes Dr. Ho Jie Min guided the participants through a series of highly interactive sessions. Attendees gained practical insights on building compelling brand identities, navigating market dynamics, and leveraging data to make informed business decisions.

“Curtin Malaysia is committed to leveraging education to spur economic growth and sustainability,” said Dr. Tiong Ying Ying, the project lead. “By arming local enterprises with the necessary tools and knowledge, we are not only nurturing entrepreneurship but also advocating for the conservation of our rich cultural and natural heritage through responsible tourism.”

The workshop was lauded by the participants for its practical approach and immediate relevance to their business operations. Many highlighted the newfound understanding of data analytics and the power of consistent branding as game-changers for enhancing their market presence.

To enrich the workshop’s content and foster interdisciplinary collaboration, Curtin Malaysia invited three subject matter experts from University of Technology Sarawak (UTS) – Associate Professor Winnie Wong, Dr. Chin Chee Hua, and Ngian Ek Tee – to moderate and observe. Their participation brought diverse perspectives and expertise in market trend analysis, adding significant value to the discussions and contributing to the event’s success.

Dean of the Faculty of Business, Professor Pauline Ho, said the workshop was part of Curtin Malaysia’s ongoing commitment to supporting local communities and promoting sustainable tourism practices. By empowering local enterprises, Curtin Malaysia is actively shaping Sarawak’s tourism future, ensuring that economic growth aligns with the conservation of the region’s cultural and natural heritage.

For more information on Curtin Malaysia, visit curtin.edu.my or look for Curtin Malaysia on Facebook, Twitter, Instagram, YouTube, LinkedIn or TikTok.

Local enterprise representatives dive into a branding session during the workshop

Participants and facilitators celebrate a productive day with a group photo