SUBANG JAYA, Sept 11 (Bernama) -- Artificial Intelligence (AI) is transforming the tourism industry by unlocking new levels of efficiency and productivity, enabling businesses to deliver better visitor experiences while staying competitive in a rapidly evolving global market. By adopting AI solutions, tourism players can streamline operations, enhance decision making, and create sustainable growth opportunities that strengthen Malaysia’s position as a leading destination.
 
The AIxTourism Conference 2025 carried the theme AI Productivity for Travel and Tourism: Reshaping the Future of the Visitor Economy. The theme is aligned with the official theme for World Tourism Day 2025 Tourism and Sustainable Transformation.
 
The conference was organised by the Tourism Productivity Nexus (TPN) in collaboration with the Malaysia Productivity Corporation (MPC), the United Nations Development Programme (UNDP) Malaysia Singapore and Brunei Darussalam, and the Digital Travel Technology Association of Malaysia (DiTTAM). More than 250 policymakers, industry leaders, academics, and technology providers attended the event. It was officiated by Mr Surrendren Sathasivam, Deputy Secretary General Management, Ministry of Tourism Arts and Culture (MOTAC), underscoring the Government’s commitment to innovation and productivity in the visitor economy.
 
MPC Director General Datuk Zahid Ismail emphasised that AI adoption must move from concept to practice and be embedded in ways that bring 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,” said Zahid.
 
Champion of TPN Rohizam Md Yusoff highlighted the importance of listening to the industry’s voice.

“The industry players have been clear. What matters most is practical and impactful adoption of AI that addresses real business needs from marketing and customer service to operational efficiency. This event reflects their readiness to embrace AI and TPN will continue to ensure that initiatives directly benefit businesses and talent across the sector.”
 
“Artificial Intelligence is reshaping the future of tourism and Malaysia is poised to lead. AI is not just a tool for innovation but a force for inclusive and sustainable development. With its potential to unlock over USD 113 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,” said Besian Xhezo, Deputy Resident Representative, UNDP Malaysia, Singapore and Brunei Darussalam.
 
As the way forward, MPC and TPN with strong support from MOTAC, UNDP, and DiTTAM will strengthen public and private partnerships, facilitate continuous knowledge sharing, and promote AI pilot projects across the tourism ecosystem. These initiatives will accelerate AI adoption while supporting Malaysia’s national agenda including Visit Malaysia 2026, positioning the tourism sector as more efficient, productive, and globally resilient.
 
About Malaysia Productivity Corporation (MPC)
MPC is a statutory body under the Ministry of Investment, Trade and Industry (MITI). It drives national productivity holistically at the national, sectoral, and enterprise levels through three main thrusts: developing future talent, driving digitisation and innovation, and building a robust ecosystem. It collaborates strategically with the private and public sectors by emphasising productivity as a key agenda to boost productivity growth and national competitiveness, ultimately leading to shared well-being and prosperity.
 
About Tourism Productivity Nexus (TPN)
TPN is an industry-led establishment under the purview of MPC. Established as part of Malaysia Productivity Blueprint (MPB), TPN serves as the one-stop centre which assists enterprises to boost productivity, increase innovation, and capture growth opportunities that will lead to higher productivity of the tourism industry. TPN champions various initiatives with the aim to facilitate growth and increase productivity at the national, sectoral, and enterprise level, where the main strategic thrust to boost productivity are talent, industry structure, regulation, digitalisation and productive mindset.

SOURCE: Malaysia Productivity Corporation (MPC)

FOR MORE INFORMATION, PLEASE CONTACT:
Name: Nik Haneez Amizan Nik Rosdi
Tel: 019-7181804 
Email: nikhaneez@mpc.gov.my
 
Name: Emilly Christal Carol Tony
Tel: 019-8619564 
Email: Emilly@mpc.gov.my 

--BERNAMA