In promoting the sultanate as a Muslim-friendly tourism destination, the Ministry of Primary Resources and Tourism (MPRT) through the Tourism Development Department officiated the M.E.S.R.A campaign, held at the Setia Pahlawan Hall of the ministry yesterday.
The campaign was officiated by the Minister of Primary Resources and Tourism Dato Seri Setia Awang Haji Ali bin Apong.
In his opening remark, he urged the frontliners who have completed their Islamic Values in customer service training to wear the badge with pride and deliver the best customer service, following the values and ethics that have been taught during their training.
“I believe that the human touch is a key factor that enhances the quality of service. Friendly service personnel can make the experience more pleasant, enjoyable and guests are more likely to patronise the establishment again whether it be restaurant, shop, or even a country,” he said.
Logo for the M.E.S.R.A campaign and a promotional video was also launched during the event, highlighting the importance of quality service ensuring Islamic values are embraced and consistently practised as part of customer service culture in the tourism industry.
The ceremony also saw the presentation of the certificates to the participants and representatives from the government and private sectors.
Several pieces of training on ‘The Islamic Values in Customer Service’ have been carried out to instil Islamic values in the frontliners of the tourism industry, which saw 174 participants from both sectors have participated in the training since last year.
The initiative is intended to prepare the participants with the basics of customer service aligned with MIB principles and values and develop and strengthen their skills, knowledge, and attitude when serving guests.
M.E.S.R.A defined as Muhibbah (Goodwill), Etika (good etiquettes), Senyum (Service with Smile), Ramah (Friendly), and Adil (fair) is to be instilled by incorporating Islamic ethics and values in customer service as a unique selling point to differentiate the country with other destinations in the region.
Among the objectives of the campaign are including providing exposure to the frontliners in the tourism industry to always give the best service and respect to their customers as what has been practised by Prophet Muhammad (PBUH), providing a unique experience to foreign visitors, and embracing the beauty of Islam.