The Consortium of Inbound Tourism Alliance (CINTA) is working with industry partners to support small travel companies and product owners in Malaysia through AI-driven tourism training.
The initiative aims to help participants build their own online platforms, complete with booking engines and payment gateways, while leveraging AI tools to manage enquiries more efficiently and facilitate seamless payment processing.
CINTA chairman Uzaidi Udanis stated the six-month training programme, which began recently, is being conducted in collaboration with Asnirez, Viator’s official connectivity partner, and Malaysia Airlines Academy.
He noted that the fully independent traveller (FIT) segment remains a largely untapped market for many local operators.
He said: “When a travel agent receives an overseas enquiry for 40 passengers compared with one for three passengers, who do you think they will prioritise? The time spent preparing quotations is the same, but the profit margins are very different.”
The programme, which includes both physical and online classes, has attracted 600 participants and is designed to equip them with the skills to become digital entrepreneurs, moving beyond the traditional role of service providers. Through innovative training, AI-powered tools and direct access to global marketplaces, participants are guided to develop their own bookable products, build destination brands and position themselves as inbound tourism leaders.
Uzaidi added that the programme aligns closely with the objectives of the Visit Malaysia 2026 campaign, which is focused on driving sustainable growth in arrivals, yield and geographic dispersal. By enhancing the digital and product development capabilities of small tour operators and product owners, the initiative supports national efforts to encourage longer stays and channel visitor spend towards community-based and experience-led tourism offerings across Malaysia.
Uzaidi said: “If we believe the industry can do more than just sell hotels and transport, then this is where the opportunity lies. By creating unique, bookable experiences that place local stories, culture and communities, we can unlock greater value from FIT travel while strengthening Malaysia’s destination appeal.”
He added that growing regional interest signals the programme’s
relevance beyond Malaysia. Individual agents from Indonesia, Laos, Vietnam and
the Philippines have already expressed interest, and Uzaidi said CINTA is
exploring plans to replicate the initiative in other markets.
-TTG Asia.
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