Bangkok, Thailand Introduces Next-gen Tourism Training In Sarawak With Focus On AI, OTAs, And Sustainable Digital Growth - Travel And Tour World (2025)

Tuesday, April 15, 2025

In a bold step to accelerate digital transformation in Southeast Asia’s tourism sector, Bangkok, Thailand, through the Pacific Asia Travel Association (PATA), has partnered with the Sarawak Tourism Board (STB) to launch a trio of specialised training programmes in Sarawak, Malaysia. Aimed at enhancing the digital skills of tourism SMEs and destination management staff, the sessions focus on foundational AI education, effective use of Online Travel Agencies (OTAs), and AI-powered destination marketing strategies. Taking place in Miri and Kuching, these initiatives align with PATA’s Strategy 2030 and signal a strong regional push towards building a more innovative, sustainable, and globally competitive tourism ecosystem.

The Pacific Asia Travel Association (PATA), in partnership with the Sarawak Tourism Board (STB), is rolling out a new series of digital training initiatives in Sarawak, Malaysia. These capacity-building programmes are designed to elevate the digital readiness of small and medium-sized tourism enterprises (SMEs) and STB personnel, reinforcing the state’s commitment to tech-driven tourism development.

This week, Miri and Kuching will host three targeted workshops. The first training session in Miri builds on the landmark AI programme introduced in 2024, which was one of the first globally to offer in-depth AI education to tourism SMEs. Titled “AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs”, the programme provides an accessible introduction to AI concepts, helping businesses understand and implement digital solutions to streamline operations and boost productivity. Miri’s strategic location as a tourism gateway to Gunung Mulu and Niah National Parks makes it an ideal host city for this rollout.

Following the Miri session, attention shifts to Kuching for the second programme: “Understanding OTAs, Taking Ownership”. Specifically crafted for graduates of last year’s AI training, this workshop will equip SMEs with insights into maximising the benefits of Online Travel Agencies (OTAs). From boosting visibility to mastering algorithmic rankings and pricing strategies, this session aims to empower businesses to take control of their digital presence and enhance booking performance.

The final segment, “AI Essentials for Destination Management: Unlocking the Future of Tourism”, is tailored for Sarawak Tourism Board staff. This in-depth training will explore the transformative role of AI in managing tourism destinations, with a focus on marketing, visitor data analysis, real-time engagement, and operational improvements. As AI technologies reshape the tourism landscape, this programme underscores the need for public sector readiness and innovation.

Bangkok, Thailand, through PATA, has launched AI and OTA training programmes in Sarawak to empower tourism SMEs and boost digital innovation across the region. These initiatives in Miri and Kuching aim to strengthen Sarawak’s tourism resilience through practical tech-driven strategies.

All three sessions directly support PATA’s long-term Strategy 2030, which champions digital innovation, SME upliftment, and sustainable growth across the Asia Pacific. By fostering digital fluency among local tourism players and destination managers, PATA and STB are paving the way for a smarter, more resilient tourism economy in Sarawak.