The Pacific Asia Travel Association (PATA), in collaboration with the Sarawak Tourism Board (STB), is launching three new training programs in Sarawak, Malaysia. These programs aim to improve the digital skills of tourism small and medium-sized enterprises (SMEs) and STB staff. The sessions, building on the success of an AI training program held in Sarawak in November 2024, will take place this week in Miri and Kuching.
PATA CEO Noor Ahmad Hamid emphasized the importance of capacity building, especially in AI, saying, “Our focus on AI comes from our global perspective. Governments that work with PATA benefit from a vast network and proven success. The Sarawak Tourism Board’s investment in this collaboration shows how these efforts can create real impact, helping stakeholders lead the future of tourism both locally and globally.”
The first training session expands on last year’s “AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs” program. This year, it will be held in Miri, a coastal city and important tourism hub in northern Sarawak. Miri is known for its proximity to two UNESCO World Heritage sites: Gunung Mulu National Park and Niah National Park. This entry-level AI training will help local tourism businesses understand AI technologies and begin digital transformation.
Madam Sharzede Datu Haji Salleh Askor, CEO of the Sarawak Tourism Board, noted the program’s importance: “This AI training partnership with PATA is timely. It provides our stakeholders with the knowledge, ideas, and tools to succeed in the future of tourism. PATA’s expertise strengthens our efforts in building capacity on the global stage, and we are proud to be part of this transformative initiative.”
After the Miri training, PATA will head to Kuching to deliver another session titled “Understanding OTAs, Taking Ownership.” This session, aimed at businesses that attended the 2024 AI training, will focus on how tourism SMEs can effectively use Online Travel Agencies (OTAs). The session will cover how to increase visibility, optimize content, and adjust pricing strategies. As OTAs become a key part of global tourism, understanding their structures and marketing tools is crucial for SMEs to stay competitive and attract more bookings.
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