PATA and Sarawak Tourism Board launch AI training for SMEs

BANGKOK, THAILAND – The Pacific Asia Travel Association (PATA), in collaboration with the Sarawak Tourism Board, will launch a new training programme for tourism businesses in Sarawak, Malaysia next week, this time focusing on technology and Artificial Intelligence (AI). The training, titled “AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs,” 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.

It is evident that while tourism SMEs are the backbone of Sarawak’s tourism sector, many of these businesses encounter challenges in adopting and applying new technologies, particularly AI. The complexity and practical applications of AI can be difficult to navigate, leading to slow integration processes and missed opportunities for growth. At the same time, 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.

To address these challenges, these SMEs must be empowered with accessible and practical AI solutions that streamline processes, create personalised customer experiences, and support sustainable practices. This is particularly relevant in the post-pandemic landscape, where digital transformation has become a key determinant of business resilience and competitiveness. However, the potential of AI remains largely untapped without sufficient guidance and training, leaving many tourism SMEs vulnerable in an ever-competitive global market.

“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,” said PATA CEO Noor Ahmad Hamid. “PATA is grateful to the Sarawak Tourism Board for taking the lead in providing capacity building to Sarawak’s SMEs, as key players in the tourism sector. 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 (DMOs) in developing similar skill sets for their stakeholders, ensuring that no one is left behind in the digital age.”

Dato Dennis Ngau, Chairman of, the Sarawak Tourism Board said, “Sarawak Tourism Board is committed to fostering innovation and empowering our local tourism businesses with the necessary tools to stay competitive in the evolving digital landscape. 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. This initiative is a testament to Sarawak’s dedication to building a sustainable, forward-thinking tourism ecosystem that benefits all stakeholders.”

Madam Sharzede Datu Haji Salleh Askor, CEO, of the Sarawak Tourism Board said, “This initiative reflects our commitment to ensuring that Sarawak’s tourism SMEs are fully equipped to keep pace with the Sarawak Tourism Board’s ambitious marketing advancements. Over the past few years, we’ve made significant strides in positioning Sarawak as a premier destination through innovative digital campaigns, and we recognize the importance of our local SMEs being able to match this momentum. With AI and other digital tools now at the forefront of tourism transformation, it is crucial that these businesses not only survive but thrive, adapting quickly to new technological demands. This training programme is designed to empower our SMEs with the knowledge and tools they need to confidently navigate this fast-paced environment, ensuring that they are able to align with and contribute to Sarawak’s ongoing tourism success.”

Scheduled from October 29 – November 1, 2024, the four-day training will take place in Kuching. 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.

PATA has been actively undertaking a series of capacity-building programmes in member destinations as part of the PATA Strategy 2030, which prioritises digital transformation, sustainable development, and the empowerment of local communities. This training initiative in Sarawak, in collaboration with the Sarawak Tourism Board, aligns with these goals by offering cutting-edge training that addresses the critical needs of tourism SMEs. By equipping them with practical AI tools and strategies, we aim to enhance their capacity for innovation, competitiveness, and sustainability in the global tourism market.

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