Izah Azahari
The Ministry of Primary Resources and Tourism through its Tourism Development Department in cooperation with Southeast Asian Ministers of Education Regional Centre for Vocational and Technical Education and Training (SEAMEO Voctech) and the Religious Teachers University College of Seri Begawan (KUPU SB) organised an ‘Islamic Values on Customer Service Training’.
The training was held in four sessions from September until November for the tourism industry in the Sultanate, participated by 96 individuals comprising staff at the Tourism Development Department, tourism service providers, tourism agencies, tour guides, transport companies, and hospitality industries for two days each session.
It is an initiative of the Tourism Development Department towards improving the quality of customer service by applying Islamic values and at the same time promoting Islamic tourism as one of the unique selling points to distinguish Brunei Darussalam’s tourism industry from other destinations in the region.
The ‘MESRA’ campaign which means Muhibbah or Goodwill; Etika or Ethics; Senyum or Smile; Ramah or Friendly and Adil or Equal was launched in January 2022 to promote and ensure the application of Islamic values in customer service among frontliners in line with the philosophy of Malay Islamic Monarchy (MIB). Among the Islamic characteristics taught during the training session is how to respect and treat tourists or guests upon arrival and upon return; by also focussing on aspects of hygiene, safety and security for tourists or guests.
The training will help prepare the participants in exploring the basics of customer service in the context of service according to Islamic principles and guidelines, as well as develop, work on and strengthen the participants in terms of skills, knowledge and service-delivery-oriented skills.
It is important to ensure that the frontliners in the tourism industry have the skills and knowledge in handling tourists using Islamic guidelines as well as absorbing the friendly and polite Bruneian traits.
It is also in preparation to ensure that tourism service providers provide the best service and hospitality to every visitor or tourist when the country’s borders are currently re-opened for tourists to visit.
