## AI-Driven Transformation: Sarawak Tourism Board Partners with PATA to Empower Local SMEs
The Pacific Asia Travel Association (PATA), in collaboration with the Sarawak Tourism Board, is embarking on a new mission to empower Sarawak’s tourism small and medium-sized enterprises (SMEs). This mission will be spearheaded through a comprehensive training program designed to equip local businesses with the practical tools needed to navigate the dynamic world of digital transformation. Titled “AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs,” the training will take place from October 29th to November 1st, 2024, in Kuching.
This program builds upon a previous capacity-building initiative held in May, where over 50 local tourism businesses received valuable training on financial management, sustainability, and digital marketing. Recognizing the transformative potential of Artificial Intelligence (AI), this new program will focus on bridging the gap between understanding AI concepts and applying them effectively in real-world scenarios within the tourism sector.
The program’s significance is highlighted by PATA CEO Noor Ahmad Hamid, who emphasizes the need for targeted training: “While AI has immense potential, SMEs require practical, focused training to bridge the gap between understanding AI concepts and applying them in real-world contexts.” This training aims to provide local businesses with the skills and knowledge to harness AI’s capabilities for automating processes, enhancing customer experiences, and driving operational efficiency.
Dato Dennis Ngau, Chairman of the Sarawak Tourism Board, echoes this sentiment by expressing the board’s commitment to empowering local tourism businesses. He highlights the crucial role AI will play in helping Sarawak’s tourism offerings remain competitive in an increasingly global and digital marketplace.
The four-day program will feature interactive workshops that delve into AI’s applications in marketing, operations, and sustainability. Attendees will also have the opportunity to learn from real-world case studies, gaining valuable insights into how AI is transforming the tourism industry. By offering actionable insights, the training aims to empower SMEs in Sarawak to not only adapt but thrive in the digital age.
This initiative aligns seamlessly with PATA’s Strategy 2030, which prioritizes digital transformation, sustainable development, and the empowerment of local communities. Through this program, PATA and the Sarawak Tourism Board are committed to ensuring that Sarawak’s tourism SMEs are equipped with the knowledge and tools necessary to harness AI and other digital advancements, driving innovation and sustainability within the tourism industry.
