Tourism Industry Unlocks Productivity Gains With AI

KUALA LUMPUR, Sept 11 (Bernama) -- Artificial intelligence (AI) is set to transform Malaysia’s tourism sector by enhancing productivity, improving visitor experiences, and strengthening the country’s competitiveness on the global stage.

In a statement today, the Malaysia Productivity Corporation (MPC) said the adoption of AI solutions allows tourism players to streamline operations, improve decision-making, and unlock sustainable growth opportunities.

MPC director-general Datuk Zahid Ismail said AI adoption must move from concept to practice and be embedded in ways that deliver measurable outcomes.

“The tourism sector cannot rely on traditional methods alone. To remain competitive, AI must be adopted with purpose and implemented in areas that deliver real impact, transforming business processes, enhancing visitor experiences, and positioning Malaysia strongly in the global market,” he said.

Meanwhile, the United Nations Development Programme (UNDP) Malaysia, Singapore and Brunei Deputy Resident Representative Besian Xhezo was quoted in the statement as saying that AI is reshaping the future of tourism, a field in which Malaysia is poised to take a leading role.

“AI is not just a tool for innovation but a force for inclusive and sustainable development. With its potential to unlock over USD113 billion (about RM477 billion) in productivity gains, the focus must be on responsible adoption that creates future-ready jobs and elevates service excellence with people and planet at the centre. 

“UNDP is proud to support Malaysia’s vision for a resilient and sustainable visitor economy,” he said. 

According to MPC, the AIxTourism Conference 2025, held today, carried the theme AI Productivity for Travel and Tourism: Reshaping the Future of the Visitor Economy, aligns with the official World Tourism Day 2025 theme, Tourism and Sustainable Transformation.

The conference, organised by the Tourism Productivity Nexus (TPN) in collaboration with the MPC, the UNDP Malaysia, Singapore and Brunei, and the Digital Travel Technology Association of Malaysia (DiTTAM), was attended by more than 250 policymakers, industry leaders, academics, and technology providers.

-- BERNAMA