PATA has set out a programme to boost digital capacity in tourism industry in Asia Pacific by 2030
The Pacific Asia Travel Association (PATA), in collaboration with the Sarawak Tourism Board (STB), is set to launch three capacity-building programmes in Sarawak to strengthen the digital capabilities of tourism small and medium-sized enterprises (SMEs) and STB staff.
In a press statement, PATA says that these programmes, building on the success of one of the world’s first comprehensive Artificial Intelligence (AI) training programmes for tourism SMEs, which concluded in Sarawak in November 2024, will take place this week in Miri and Kuching in the Malaysian province.
Noor Ahmad Hamid
“PATA’s commitment to authoritative capacity building, particularly in AI, is rooted in our international perspective. Governments partnering with PATA gain access to a global network and a proven track record. Sarawak Tourism Board’s strategic investment demonstrates how this collaboration translates to tangible impact, empowering their stakeholders to lead the future of tourism, not just within their region, but within the international arena,” says Noor Ahmad Hamid, CEO, PATA.
The statement adds that the first programme expands upon the AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs training, which was held in Kuching last year. This time, the training will be hosted in Miri, a vibrant coastal city and key tourism hub in the northern part of the state, serving as the gateway to the Twin UNESCO sites, Gunung Mulu National Park and Niah National Park. According to PATA, this introductory-level AI training will equip local tourism businesses with the foundational knowledge required to embrace AI technologies and drive digital transformation.
“The Sarawak Tourism Board, in collaboration with PATA, in this meaningful and cutting-edge AI training program is timely. This partnership equips our stakeholders with the essential knowledge, new ideas, and tools needed to thrive in the future of tourism. PATA’s ability to provide expertise validates their crucial role in capacity building on the international stage, and we are proud to be a part of this transformative and meaningful initiative,” says Sharzede Datu Haji Salleh Askor, CEO, STB.
Sharzede Datu Haji Salleh Askor
The statement adds that following the Miri training, PATA will head to Kuching to deliver Understanding OTAs, Taking Ownership, a session designed for tourism SMEs who participated in the 2024 AI training. This session will guide businesses on effectively leveraging Online Travel Agencies (OTAs) to improve visibility, optimise content, and refine pricing strategies. As OTAs play an increasingly dominant role in global tourism distribution, understanding their structures, ranking algorithms, and marketing tools is essential for SMEs to enhance competitiveness and drive bookings.
PATA says it will also conduct AI Essentials for Destination Management: Unlocking the Future of Tourism, a training for STB staff covering AI’s role in destination management. The session will explore AI applications in marketing, data analytics, visitor engagement, and operational efficiency. As destinations worldwide navigate rapid technological advancements, investing in AI knowledge and digital skills is essential for long-term resilience.
This training reflects PATA’s commitment to supporting its members, such as STB, in adopting innovative solutions that future-proof their tourism strategies and strengthen their role in the global travel ecosystem.
According to the statement, these programmes align with PATA’s Strategy 2030, which prioritises digital transformation, sustainable tourism, and SME empowerment across the Asia Pacific region. By equipping Sarawak’s tourism businesses and DMO staff with practical AI knowledge and a deeper understanding of digital tools, PATA and STB continue to build a more sustainable, innovative, and competitive tourism sector, it says.
"
