PATA New Capacity-Building Training in Sarawak, Malaysia
In October-November 2024, the Pacific Asia Travel Association (PATA), in partnership with the Sarawak Tourism Board (STB), delivered in Kuching one of the world’s first comprehensive AI training programmes for tourism small and medium enterprises (SMEs). The overwhelming demand led to a swift return in April 2025, with PATA expanding its efforts through three specialised training programmes in Miri and Kuching. Each session was uniquely tailored – empowering SMEs, supporting destination management and strengthening OTA readiness – equipping Sarawak’s tourism stakeholders with vital digital skills to thrive in a fast-evolving landscape.
1. AI-Driven Transformation: Empowering Sarawak's Tourism SMEs – Miri Edition
Held over two days from April 14-15 in Miri, this hands-on training brought together 46 participants from across the tourism ecosystem. Designed specifically for small and medium-sized businesses, the programme introduced key concepts including AI fundamentals, workplace use cases, prompt engineering, and applications for content creation. Participants explored practical tools for writing, image generation, and translation, with a strong focus on enhancing marketing and communication via social media.
On the first day, attendees were introduced to the strengths and limitations of generative AI, real-life applications, and best practices. The afternoon featured a practical workshop where participants brainstormed and created a social media content calendar and produced AI-assisted written content. The programme of the second day shifted focus to AI tools for visual content and concluded with strategies for long-term and efficient AI use, such as prompt templates and workflow planning.
The impact of the training was striking. By the end of the programme, confidence in using AI tools more than doubled, and understanding of prompt engineering rose by 293%. According to post-workshop assessments, 100% of participants intend to apply AI in their businesses. Over 90% plan to use AI for editing and proofreading, while 79% will apply it for research and brainstorming. These results underscore Sarawak’s readiness for digital transformation among its tourism SMEs.
Beyond the direct impact, the training brought together participants from a range of tourism sectors, the majority representing accommodation, tour operators, hospitality, wellness, and activity services. Amongst them are business owners, tour guides, self-employed professionals, while most were in middle management or executive roles. This diversity fostered rich peer exchange and ensured a broad discussion on how AI can be applied across different business models.
2. AI Essentials for Destination Management: Unlocking the Future of Tourism
The morning session on April 16 in Kuching was designed for staff from the Sarawak Tourism Board, offering a deep dive into advanced AI applications for Destination Management Organisations (DMOs). Topics ranged from reasoning ((how AI analyses information and draws logical conclusions) and deep research to intermediate-to-advanced prompt engineering, image generation, and workflow automation. With a focus on building practical systems for recurring tasks, participants explored how AI can support strategic planning and operational streamlining in tourism governance.
Participants were introduced to the latest AI developments and tools, with hands-on exercises focusing on tool selection, advanced prompting, and replicable workflows. The training also covered use cases like process automation and reasoning tasks, helping attendees identify how AI could best support their roles. Group activities encouraged sharing tips and feedback to refine their approaches.
A total of 41 participants attended, mostly in managerial or assistant managerial roles. Post-training evaluations showed a 295% increase in confidence using AI tools. Strongest learning gains were seen in workflow automation (177% increase), prompt engineering (141%), and AI-supported research (104%). Over 60% of participants reported high or very high levels of understanding in AI for text generation, image creation, and task management following the session.
The relevance of the training was affirmed by 92% of participants stating they plan to apply AI in their work. Key use cases included writing and editing content (84%), data analysis and insight generation (74%), and identifying new opportunities to improve workflows (66%). These outcomes highlight a growing alignment between AI capabilities and the evolving strategic needs of Sarawak’s tourism authorities.
3. Understanding OTAs, Taking Ownership
This final training was delivered over two sessions on April 16-17 in Kuching, targeting tourism SMEs aiming to enhance their presence on Online Travel Agencies (OTAs). The workshop focused on essential topics including creating attractive profiles, taking quality photos, setting prices, managing availability, handling bookings and cancellations, and responding to customer reviews. The goal was to help businesses gain more control over their digital presence and use OTAs as a strategic tool for growth.
The programme began on April 16 with an introduction to OTA fundamentals, including writing effective and searchable property listings, choosing the right platforms, and understanding how photos and amenities impact visibility. Participants then created real listings and received peer feedback. The second day’s session covered listing management strategies, covering seasonal adjustments, guest communication, pricing, and reviews. The final workshop session allowed participants to create a personalised OTA management plan.
The training attracted 57 participants, with the majority holding middle or upper management positions or owning businesses. They represented a diverse mix of tourism enterprises, from tour operators to accommodation providers and hospitality or retail businesses. Confidence in managing OTA profiles rose by 107% following the workshop. Significant learning gains were recorded in profile creation (178% increase), writing effective descriptions (146%), and customer communication (128%). Over two-thirds of participants reported high or very high levels of understanding in writing descriptions, managing photos, and other key OTA functions.
With 62% of participants stating they plan to list their business on a new OTA as a result of the training, this session clearly addressed an urgent need among tourism SMEs to increase their competitiveness in the digital travel marketplace.
PATA extends its sincere gratitude to the Sarawak Tourism Board for their unwavering support and commitment to enhancing the sustainability and resilience of Sarawak's tourism industry. The Association also thanks the trainer Matt Gibson, participants and all involved parties for their dedication and contributions to the success of this training. These sessions mark another important step in PATA and STB’s shared mission to build a future-ready tourism sector in Sarawak. With continued collaboration, both organisations look forward to deepening digital capacity and scaling impact across the state.
Do you have any questions about this capacity-building programme or other workshops organised by PATA? Get in touch with us at ssr@pata.org. Also, don't miss PATA Newsletters for updates on this and other sustainability and resilience initiatives.
