UMPSA revitalises edu-tourism post-pandemic with a focus on sustainability

SHAH ALAM - After a pandemic-induced hiatus, Universiti Malaysia Pahang Al-Sultan Abdullah (UMPSA) is breathing new life into its edu-tourism initiatives.

With a fresh focus on showcasing Malaysia's natural beauty and cultural heritage, UMPSA is also integrating sustainability into its agenda, aiming to attract a global audience while promoting environmental stewardship.

The Covid-19 pandemic brought many challenges, one of which was the abrupt halt to Universiti Malaysia Pahang Al-Sultan Abdullah’s (UMPSA) flourishing edu-tourism efforts.

Vice-Chancellor Prof Datuk Dr Yuserrie Zainuddin mentioned that during the pandemic, UMPSA’s focus on edu-tourism was interrupted.

“But we continued it online through a global classroom setup. While this virtual approach was not true edu-tourism, it allowed us to maintain engagement.

“Once the Covid-19 pandemic began to subside, we resumed and intensified our efforts, seeing it as an excellent opportunity to introduce UMPSA to both the local community and international audiences,” Yuserrie said.

UMPSA’s commitment to edu-tourism goes hand-in-hand with its environmental goals. Yuserrie emphasised the link between tourism and sustainability.

International participants from Beijing Polytechnic and Beifang Automotive Education Group (Beifang), China were introduced to popular traditional foods of the country.

“One of our efforts to attract students and tourists is closely tied to our goal of achieving carbon neutrality. Many of them come from countries already progressing towards carbon neutrality, such as through the adoption of electric vehicles (EVs).

“By learning from their experiences, gaining insights and gathering information, we can accelerate our own journey towards carbon neutrality,” he added.

Yuserrie also highlighted Malaysia’s potential in the edu-tourism sector, especially given the country's rich natural and cultural assets.

“Personally, I believe Malaysia has immense potential to further enhance its edu-tourism industry. At UMPSA, our appeal centres around the stunning natural environment, including hills, waterfalls and rivers, which showcase our water wonders and activities.

“Additionally, UMPSA offers a unique charm with its village and vintage ambiance, along with rich cultural arts. These elements are invaluable and should be emphasised to increase UMPSA's renown,” he added.

As UMPSA embraces edu-tourism with a sustainable twist, the university is also advancing its commitment to Environmental, Social, and Governance (ESG) principles.

Dr Yuserrie (back row, centre) with alumni representatives present at the launch of the Edu-Tourism Programme @ UMPSA and the inauguration of Aug 12, as UMPSA Alumni Day at the UMPSA Water Recreation Centre, Pekan Campus.

“Currently, I emphasise ESG goals at UMPSA. While we have previously focused on Sustainable Development Goals (SDGs) and achieved several of our targets, I have now directed UMPSA to prioritise ESG principles.

“First, initiatives must be implemented within the university, such as planting trees, enhancing green efforts on campus and purchasing EVs. Second, ESG and SDG elements must be integrated into student programmes and syllabi.

“Lastly, we are committed to raising ESG awareness at UMPSA through town halls, promotions, advertising, and other activities to facilitate the implementation of more ESG-related programs,” he noted.

With these efforts, UMPSA is not only positioning itself as a leader in edu-tourism but also as a pioneer in sustainability, setting an example for institutions worldwide.