PATA and Sarawak Tourism Board launch digital training for tourism SMEs
The Pacific Asia Travel Association (PATA) and the Sarawak Tourism Board (STB) have announced the launch of three digital training programmes aimed at enhancing the capabilities of tourism small and medium-sized enterprises (SMEs) and STB staff. These initiatives are set to take place in Sarawak, Malaysia, specifically in the cities of Miri and Kuching, during the week following the announcement.
PATA’s Chief Executive Officer, Noor Ahmad Hamid, emphasised the organisation's dedication to capacity building in artificial intelligence (AI) during the announcement. He stated, “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.” Hamid highlighted that the strategic investment by the Sarawak Tourism Board reflects a commitment to empowering stakeholders and making a significant impact on the future of tourism, both regionally and internationally.
The first training programme in Miri builds upon the “AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs,” which was successfully conducted in Kuching last year. This session aims to provide introductory-level AI training designed to equip local tourism businesses with foundational knowledge of AI technologies and their potential for driving digital transformation. Miri, a vibrant coastal city, serves as a key tourism hub and a gateway to UNESCO World Heritage sites like Gunung Mulu National Park and Niah National Park.
Madam Sharzede Datu Haji Salleh Askor, Chief Executive Officer of the Sarawak Tourism Board, noted the significance of the collaboration with PATA. She commented, “This partnership equips our stakeholders with the essential knowledge, new ideas, and tools needed to thrive in the future of tourism.” She expressed pride in being part of this innovative initiative that aims to elevate the capabilities of local tourism.
Following the training in Miri, PATA will conduct a session titled “Understanding OTAs, Taking Ownership” in Kuching. This programme targets tourism SMEs that participated in the previous AI training programme and focuses on how to leverage Online Travel Agencies (OTAs) to enhance visibility and improve pricing strategies. Given the growing influence of OTAs in the tourism sector, the understanding of their mechanisms is deemed crucial for SMEs to increase their competitiveness and drive bookings effectively.
Additionally, PATA will roll out “AI Essentials for Destination Management: Unlocking the Future of Tourism,” which is tailored for STB staff. This training will delve into AI’s role in destination management, covering areas such as marketing, data analytics, visitor engagement, and operational efficiency. As the tourism landscape faces rapid technological changes, the emphasis on investing in AI knowledge and digital skills is considered vital to ensure long-term resilience.
These training programmes are aligned with PATA’s Strategy 2030, which focuses on digital transformation, sustainable tourism, and the empowerment of SMEs across the Asia Pacific region. By providing Sarawak’s tourism businesses and destination management organisation staff with essential AI training and a thorough understanding of digital tools, PATA and STB aim to foster a more sustainable, innovative, and competitive tourism sector.