PATA, Sarawak Tourism Board strengthen AI capabilities for tourism businesses

 

PATA and Sarawak Tourism Board will launch a new training programme for tourism businesses in Sarawak, Malaysia next week, focusing on technology and AI.

The AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs training is a continuation of the capacity-building programme initiated in May in Kuching, where over 50 local tourism small and medium-sized enterprises (SMEs) received training on financial management, sustainability, digital marketing, digital payments and cybersecurity.

Scheduled from October 29 to November 1, the four-day training will take place in Kuching, where participants will engage in hands-on workshops designed to help them integrate AI into their daily operations, with a focus on practical applications for marketing, operations, customer satisfaction, and sustainability. These workshops will also include case studies and real-world examples of AI’s successful integration into tourism businesses worldwide, providing actionable insights that participants can implement immediately.

AI’s potential for automating processes, enhancing customer experiences, and driving operational efficiency is becoming increasingly indispensable to the long-term success of tourism businesses. These SMEs must be empowered with accessible and practical AI solutions that streamline processes, create personalised customer experiences, and support sustainable practices.

However, many of these businesses encounter challenges in adopting and applying new technologies, particularly AI, which remains largely untapped without sufficient guidance and training, leaving many tourism SMEs vulnerable in an ever-competitive global market.

PATA CEO Noor Ahmad Hamid commented: “PATA recognises that, while AI has immense potential, SMEs require targeted, practical training to bridge the gap between understanding AI concepts and applying them in real-world contexts.

“This AI training initiative will help guide businesses in becoming digitally ready, at a time when the marketplace is rapidly evolving. We look forward to supporting other tourism organisations and destination marketing organisations in developing similar skill sets for their stakeholders, ensuring that no one is left behind in the digital age.”

Sarawak Tourism Board chairman Dennis Ngau added: “This collaboration with PATA marks a pivotal step in our efforts to drive technological adoption, particularly in AI, which holds transformative potential for enhancing the efficiency and resilience of Sarawak’s tourism SMEs. By providing accessible training that aligns with global trends, we aim to not only uplift the industry but also ensure that our tourism offerings remain relevant and attractive to an increasingly tech-savvy market.”

-TTG Asia.