AI training to boost Malaysia’s small inbound operators

 

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.

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.