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Responsible Borneo (REBORN) is a consultative body which aims to mobilise knowledge into practise through research, innovation and partnership using responsibility as its core value to make a real impact on the society. Responsible tourism, one of the main missions of REBORN, is a response to the declaration of Sarawak Commitment to Responsible Tourism made on 28 May 2021 and in line with the Post-COVID 19 Development Strategy (PCDS) 2030. The overarching objective is to reorient and rebuild tourism through the lens of responsibility for sustainable development in Sarawak and other emerging destinations in Southeast Asia.


Responsible Borneo focuses on the importance, urgency and significance of responsible behaviour and collective actions for economic, socio-cultural and environmental well-being. It advocates responsible tourism as a strategic vehicle to drive positive change and transform people and planet for the common good and future generations.



To advance the knowledge and practice of responsibility through research, innovation and partnerships.

Misson & Core Values
Responsble Tourism Blueprint

Responsible Tourism Blueprint

The significance of this research goes beyond enriching the responsible tourism literature as it also aims to provide a Responsible Tourism Blueprint (practical guideline) and operational framework with indicators and measures, as well as a Responsible Tourism Manual for the Ministry of Tourism, Creative Industry and Performing Arts Sarawak (MTCP) and the relevant tourism and hospitality stakeholders in the state. Ultimately, the goal is to position Sarawak as a responsible tourism destination that benefits local residents/ visitors and businesses, empowers them to work under the responsible tourism framework as well as impresses and attracts foreign visitors in the long run. UTS will lead this project with the support from SRS and other relevant agencies.

Who we are
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"Responsible tourism advocates behavioural change and collective actions among stakeholders to sustain tourism for the well-being of the people and planet."

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Dr. Hiram Ting

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