Cherating undergoes major rebrand to attract world surfers

KUANTAN – Cherating Beach, once a globally renowned tourism destination, is set to be rebranded as an international-standard surfing destination in a move to restore its former glory on the world stage.

According to Pahang State executive councillor for Unity, Tourism and Culture Leong Yu Man, this effort must be supported by physical development, including facilities, infrastructure and ongoing programme organisation.

Cherating was known as the only surfing beach location in the country where water sports activities took place throughout the year.

"Usually, surfing is popular here from November to March, while kite surfing and windsurfing are held from April to October.

"This tourist destination also offers various products and attractions such as eco-tourism, a turtle sanctuary centre, firefly watching activities, cultural tourism, gastronomy, as well as five-star and chalet accommodations," she told Sinar.

Further highlighting the effort to fully unlock Cherating's potential, Leong stressed the need for upgraded infrastructure, legal beach access, addressing abandoned individual land lots and continuous events and promotional efforts.

She clarified that the plan to elevate Cherating to international beach status has been outlined in the 2022 Competitiveness Study and the Kuantan District Local Plan (RTD) 2035.

"Considering the existing potential and issues, the plan is being translated into action under three main strategies: government catalyst projects and programs, private investment and community empowerment.

"Among the physical projects currently underway is the upgrading of the Turtle Sanctuary Center by the East Coast Economic Region Development Council (ECERDC), which is expected to be completed by June this year.

"In addition, the construction of a firefly research facility in Cherating through the Ecological Fiscal Transfer (EFT) for Biodiversity Conservation and the construction of a surfing adjudication facility and a safety tower funded through sustainable charges by the Local Government Division (BKT) are also in progress," she said.

She added that the Kuantan City Council (MBK) has submitted a funding request of RM10 million under the 13th Malaysia Plan (RMK13) through the Ministry of Tourism, Arts and Culture (MOTAC) for the construction of tourism facilities and infrastructure in Cherating.

"These facilities include legal access to the beach, public parking, a plaza, upgraded pedestrian walkways, roads and entrance junctions.

"At the same time, MBK, together with the Kuantan District and Land Office (PDT), is in the process of securing beach reserves and reclaiming land for development," she said.

According to Leong, a project application for the 'Cherating Jungle Trail' valued at RM1 million under the EFT through the State Economic Development Division (BPEN) is also being pursued to protect the coastal forest ecosystem, rich in flora and fauna biodiversity, for eco-tourism and educational tourism purposes.

"The development of the Pahang-Terengganu gateway entrance is also seen as an immediate need to complete the tourism ecosystem in the area.

"In efforts to attract investment, the State Secretary Corporation (PSK) has been entrusted to develop the tourism sector on the existing Cultural Complex land, in addition to exploring opportunities to develop abandoned individual lands," she said.

Alternatively, MBK will continue hosting the International Surfing Competition with MOTAC, Tourism Pahang, and the local community.

Leong further emphasised that the development of water sports, recreational tourism, and adventure tourism requires the support of the Ministry of Youth and Sports (KBS).

"MBK, the National Department for Culture and Arts (JKKN) and the Malaysian Handicraft Development Corporation also play key roles in expanding the local cultural heritage through arts performances and handicrafts.

"Appreciation is given to all agencies collaborating in the effort to develop a sustainable and competitive Cherating tourism sector," she added.