Shariffa Sabrina isn’t your typical jungle explorer. This Penang-born entrepreneur has carved a unique path, transforming her love for nature into a thriving ecotourism business called Tanah Aina Sdn Bhd. One look at her youthful demeanour and you would be surprised to know that she already has a few grandchildren!

Sabrina noticed a growing trend in eco-tourism and a demand for travel experiences that were not only luxurious but also sustainable and respectful of the environment. She believed she could provide a place where luxury didn’t come at the expense of the planet or the well-being of local populations.
It Started With 10 Tents Near A River
Tanah Aina which simply means Aina’s Land is a business about co-existing with nature and offering slices of sustainable nature to Malaysians and tourists alike.
Starting with her first glamping business with 10 tents near a river in 2010, Tanah Aina now offers Malaysians a chance to experience the heart of the Malaysian jungle in comfort without sacrificing real sustainability.
Tanah Aina allows guests to reconnect with nature while enjoying the comforts and amenities of luxury accommodations. At their resorts, you can experience eco-friendly lodging, guided nature excursions, organic dining experiences, wellness activities and team-building. Says Sabrina,” We pride ourselves on our commitment to environmental conservation and the promotion of local culture.”
Tanah Aina serves a diverse customer base that includes eco-conscious travelers, nature enthusiasts, couples seeking a romantic getaway, families wanting a meaningful vacation with educational components and corporate groups looking for sustainable team-building retreats. Their guests are typically individuals who prioritize environmental responsibility and wish to have a positive impact while traveling.
Altogether, Tanah Aina comprises locations in Pahang, Johor and Selangor. Besides the chain of eco-resorts (some she had to give up and sell), she also owns cafes and restaurants under the same brand.
But Sabrina’s journey since 2010 until today wasn’t easy.
Leveraging Word-of-Mouth, Collaborations and Certifications
Their first customer came by word-of-mouth. They started inviting friends and family to stay at their resorts, experience their services and asked for their honest feedback. Their positive experiences and endorsements to their networks helped Tanah Aina generate initial interest and bookings. Additionally, they leveraged social media to showcase the unique aspects of their resort which attracted eco-conscious travelers.
They faced several challenges in the beginning, particularly with gaining credibility as a newcomer in the eco-tourism market and ensuring that their operations were as sustainable as promised. To overcome these challenges, they invested heavily in certifications and partnerships with environmental organizations to validate their efforts. “We also focused on building a strong team that shared our vision and could deliver exceptional service while upholding our eco-friendly principles,” notes Sabrina.
Sabrina says, “We focused on digital marketing strategies to reach our target audience. This included creating a strong social media presence where we shared the beauty of our natural surroundings and highlighted our sustainability efforts.” In addition, Tanah Aina collaborated with eco-travel bloggers and influencers to gain visibility and credibility in the market.
“Our best marketing strategy has been creating authentic, shareable content that resonates with our core values of sustainability and nature conservation. By sharing stories of our community involvement and the environmental initiatives we support, we’ve been able to connect with our audience on a deeper level. This approach has not only attracted guests who share our values but has also encouraged them to become brand ambassadors, sharing their experiences with their own networks.”
Voicing Out Against Deforestation and Logging Activities
Another challenge they face is the logging activities around their area and they have had to voice out strongly as logging destroys the delicate ecosystem.
Due to her being vocal about deforestation and logging, her businesses are affected (one recent case involved her area being blocked by the authorities and preventing customers from accessing the eco-resort).
Hurdles or not, Sabrina remains passionate about environmental preservation in Malaysia. She speaks with fondness about the wisdom and the rich knowledge of the Orang Asli, Malaysia’s indigenous people where she wishes we could learn more from them.
A true entrepreneur, Sabrina has built Tanah Aina from the ground up. Each element – cafes, glamping sites, and resorts – embodies her love for nature and is named after her beloved children and grandchildren.
Driven by a quote from Albert Einstein, “Look deep into nature, and then you will understand everything better,” Sabrina’s mission is to foster a deeper appreciation for the Malaysian environment.
When Do We Pull The Plug On Development?
Yet at times, she feels it is a losing battle as we as a nation are incredibly enamoured by “development” and more “development” to the detriment of the environment. She laments that we may not enjoy crystal clear waterfalls or rivers in the future, going by the way we destroy our land.
Beyond her dedication to eco-tourism, Sabrina finds joy in the simple pleasures – jungle trekking, exercising and baking. But her greatest satisfaction comes from her team.
Running and managing an eco-resort is not a walk in the park. Some of the toughest times involved extreme weather conditions that threatened their operations and the well-being of the local community.
“We once faced a severe storm that caused damage to part of our property. It was a test of our resilience and commitment to our eco-friendly ethos. We rallied together with our staff and the local community for the clean up and repair efforts using the opportunity to reinforce our structures and implement even more sustainable practices,” Sabrina says. Despite it all, these moments brought the team closer together and demonstrated their dedication to their mission.
“To have achieved where I am today is only possible because of my staff, my backbone,” she says.