The Pacific Asia Travel Association (PATA), in partnership with the Sarawak Tourism Board (STB), is launching a trio of advanced training initiatives in Sarawak, Malaysia, aimed at boosting digital capabilities across the state’s tourism sector.
Set to take place this week in the cities of Miri and Kuching, the programmes are designed to empower tourism small and medium-sized enterprises (SMEs) and STB personnel with essential digital and AI-focused skills. These initiatives build upon the momentum of a pioneering AI training session held in Sarawak in November 2024—one of the world’s earliest comprehensive AI programmes tailored for tourism SMEs.
The opening session will take place in Miri, a vibrant coastal city known as the entry point to Gunung Mulu and Niah National Parks, offering a foundational introduction to AI concepts. Titled “AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs,” this programme will help participants understand core AI concepts and how to apply them to enhance business efficiency and growth through digital transformation.
After wrapping up the session in Miri, PATA will head to Kuching to conduct a follow-up workshop called “Understanding OTAs, Taking Ownership.” This session is specifically tailored for SMEs that participated in the 2024 AI training, aiming to deepen their knowledge and strengthen their digital strategies. session will focus on the critical role of Online Travel Agencies (OTAs) in today’s global travel landscape. Participants will learn strategies to boost online visibility, fine-tune pricing, and optimise their content on OTA platforms, all while gaining insights into algorithm dynamics and marketing tools used by major distribution channels.
Additionally, PATA will conduct a specialised session for STB staff named “AI Essentials for Destination Management: Unlocking the Future of Tourism.” This in-depth training will explore how AI can revolutionise tourism governance, focusing on marketing, data analytics, visitor engagement, and operational efficiency. As AI continues to reshape the tourism sector globally, the programme aims to ensure that Sarawak remains competitive and adaptive in the face of rapid digital change.
These capacity-building efforts are closely aligned with PATA’s Strategy 2030, which places strong emphasis on sustainable development, SME empowerment, and digital innovation throughout the Asia Pacific. By equipping tourism businesses and destination managers in Sarawak with future-ready skills, PATA and STB are laying the foundation for a more resilient, tech-savvy, and globally competitive tourism ecosystem.
Source: https://www.travelandtourworld.com/news/article/sarawak-in-malaysia-sets-the-standard-for-smart-tourism-with-revolutionary-ai-training-and-visionary-digital-development-plans/

