PATA and Sarawak Tourism Board Expand AI and Digital Skills Training to Strengthen Future-Ready Tourism
(IN SHORT) PATA, in collaboration with the Sarawak Tourism Board, is launching three new training programmes in Sarawak, Malaysia to advance digital skills and AI literacy among tourism SMEs and destination management staff. Building on a successful AI training initiative from 2024, the sessions will take place in Miri and Kuching. They include an AI fundamentals course for SMEs, a workshop on optimising engagement with Online Travel Agencies (OTAs), and a destination management session for STB staff focusing on AI applications in marketing, analytics, and visitor engagement. These programmes align with PATA’s Strategy 2030 goals of sustainable tourism, digital transformation, and SME empowerment across the Asia Pacific region.
(PRESS RELEASE) BANGKOK, 2025-Apr-14 — /Travel PR News/ — The Pacific Asia Travel Association (PATA), in partnership with the Sarawak Tourism Board (STB), is launching a trio of capacity-building programmes in Sarawak, Malaysia this week, reinforcing efforts to digitally empower tourism SMEs and enhance the digital proficiency of STB staff. The initiative builds on the success of one of the world’s pioneering AI training programmes for tourism SMEs, first introduced in Sarawak in November 2024.
The new training sessions will be held in the cities of Miri and Kuching and are designed to foster a future-ready tourism ecosystem rooted in digital knowledge and innovation.
“PATA’s commitment to high-impact capacity building, particularly in artificial intelligence, is underpinned by our international reach and expertise,” said PATA CEO Noor Ahmad Hamid. “This collaboration with Sarawak Tourism Board not only strengthens digital readiness locally but also sets an example for international tourism leadership.”
The first session, held in Miri—a key tourism hub and gateway to the UNESCO-listed Gunung Mulu and Niah National Parks—will introduce tourism SMEs to foundational AI concepts. Building on last year’s Kuching-based programme, this introductory training will empower small businesses with the insights needed to begin their digital transformation journey through AI.
STB CEO Madam Sharzede Datu Haji Salleh Askor welcomed the initiative: “This timely and innovative programme provides our tourism stakeholders with crucial tools and knowledge to navigate the evolving tourism landscape. Partnering with PATA highlights our dedication to meaningful change and international collaboration.”
Following the Miri training, PATA will deliver a second session in Kuching titled “Understanding OTAs, Taking Ownership.” Designed for SMEs that previously participated in the AI training, this workshop will offer practical guidance on how to maximise opportunities through Online Travel Agencies (OTAs)—improving content, rankings, pricing strategies, and visibility in a competitive digital marketplace.
Additionally, PATA will conduct “AI Essentials for Destination Management: Unlocking the Future of Tourism”—a targeted training session for Sarawak Tourism Board staff. The programme will explore the application of AI in areas such as destination marketing, visitor engagement, data-driven decision-making, and operational efficiency. As digital technologies become central to tourism success, investing in digital literacy and AI capability is vital for long-term competitiveness.
These initiatives reflect the broader vision of PATA’s Strategy 2030, which champions sustainable tourism, SME empowerment, and digital transformation throughout the Asia Pacific. Through this collaboration, PATA and STB are equipping Sarawak’s tourism stakeholders with the tools to build a more resilient, innovative, and globally competitive tourism sector.
For more information about the training programmes, please contact PATA at ssr@PATA.org.
Media contact:
Tel: +66 (0)2-460-9264
E-mail: communications@PATA.org
SOURCE: Pacific Asia Travel Association
