Pacific Asia Travel Association, Sarawak Tourism Board to launch AI training for tourism SMEs

BANGKOK (Oct 24): The Pacific Asia Travel Association (PATA), in collaboration with the Sarawak Tourism Board (STB), will launch a new training programme for tourism businesses focusing on technology and Artificial Intelligence (AI) in Sarawak next week.

PATA chief executive officer (CEO) Noor Ahmad Hamid said the programme “AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs” aims to harness the potential of AI to enhance the capabilities of small and medium-sized enterprises (SMEs) in Sarawak’s tourism industry.

By equipping Sarawak’s tourism SMEs with practical AI tools, he said the programme aims to boost innovation, competitiveness, and sustainability in the global tourism 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,” Noor Ahmad said in a statement here today.

The AI training programme is scheduled to take place in Kuching from Oct 29 to Nov 1.

PATA, headquartered in Bangkok, is a membership association working to promote the responsible development of travel and tourism in the Asia Pacific region.

Noor Ahmad said the AI training initiative, which aligns with PATA’s broader Strategy 2030, prioritises digital transformation, sustainable development, and the empowerment of local communities to help guide businesses in becoming digitally ready at a time when the marketplace is rapidly evolving.

Noting the importance of empowering tourism businesses with practical AI solutions to remain competitive in an increasingly digital world, Noor Ahmad said these solutions can streamline operations, create personalised customer experiences, and promote sustainable practices.

Echoing the sentiments, STB chairman Datuk Dennis Ngau said Sarawak is committed to driving technological adoption within the local tourism industry, and the training would play a pivotal role in ensuring Sarawak’s tourism SMEs stay competitive in the digital age.

“By providing accessible training that aligns with global trends, we aim to uplift the industry and ensure our tourism offerings remain relevant and attractive to an increasingly tech-savvy market,” Dennis said. – Bernama