Sharzede HJ Salleh Askor (Malaysia)
Sharzede Datu Hj. Salleh Askor, the luminary at the helm of Sarawak Tourism Board (‘STB’) since 2018, a leader and visionary orchestrating a symphony of cultural richness and natural wonders. With a resolute commitment, she has steered Sarawak towards its destiny as a premier destination, transforming it into a tapestry of unforgettable experiences. A stalwart advocate of Responsible Tourism, Sharzede weaves sustainability into the very fabric of Sarawak’s tourism narratives. Her leadership transcends conventional boundaries, ensuring that every visitor discovers and experience the enchantment of Sarawak, to become a steward of its ecological and cultural heritage, adventure, nature, culinary and festivals that have increasingly attained global recognition.
Serving as the Chief Executive of STB, and a member of its Board of Directors, Sharzede is a catalyst for change, with strong passion for Sarawak that resonates in every initiative she champions, towards a future where tourism isn’t just an industry but a force for positive transformation. Sharzede also sits on several State Committees, contributing to shaping policies at the intersection of governance and innovation. Her role as an Industry Advisory Panel member in multiple local universities showcase her commitment to nurturing the next generation of talents. Recently appointed as an Executive Board of Director of the Pacific Asia Travel Association (PATA), Sharzede’s vision for global tourism has also taken centre stage. Amidst these accolades, she also lends her expertise to the harmonious melodies of cultural collaboration as a Committee Member of the Asia Pacific Music Meeting (APaMM).
In 2022, Sharzede earned the coveted Super Women of Tourism award for Conservation and Environment, at the TAFI-Travel Biz Monitor Tourism Awards. Being a visionary leader, recognised for her ability to navigate through challenges with grace, resilience and commitment to empowering others, she went on to clinch the “CEO of the Year – Tourism” Award by BrandLaureate, Best Brands Awards for the year 2022- 2023. With over three decades of experience in integrated marketing communications, branding, CSR and management support to EXCOs and Board of Directors, Sharzede’s philosophy in tourism is one of inclusivity, where every community and individual plays an important role in ensuring Sarawak’s visibility on the world stage. Sharzede intricately weaves the importance of responsible environmental practices into this narrative, recognising them as the lifeline of a healthy tourism ecosystem.
