September-October. 2025 |

Overall, these developments in China and Singapore reflect a broader regional trend of harnessing technology to build a smarter and more sustainable tourism ecosystem.

▶ The global tourism industry is embracing AI and IoT to drive digital transformation

▶ Singapore ' s OpenAI partnership and Malaysia ' s Smart AI Tourism Melaka highlight this trend

▶ Malaysia is prioritising digital infrastructure development to safeguard its tourism industry

BY ZAFIRAH ZAFRUDDIN

At the forefront of this transformation is China. As tourists increasingly rely on AI tools to simplify their travel planning, Chinese tourism agencies are adopting these technologies to stay relevant.

For example, the Chinese travel platform Tuniu launched its own AI travel assistant, Xiaoniu, powered by open-source models like DeepSeek. Xiaoniu functions as an all-inone travel assistant, integrating intelligent searches for flights and accommodations with automated price comparisons and personalised travel packages.

DeepSeek-powered solutions have also been deployed at the United Nations Educational, Scientific and Cultural Organisation( UNESCO) World Heritage sites in China, such as Mount Huangshan and Mount Lushan. These technologies enable AI-driven customer support, immersive virtual tours, and AR-based navigation.

On Jul 23, 2025, the Singapore Tourism Board( STB) signed a Memorandum of

Understanding( MoU) with OpenAI. This positions STB as the first national tourism authority in Asia to adopt OpenAI ' s technologies at the industry level.

" By leveraging OpenAI ' s capabilities, we envision AI as a key enabler in addressing productivity challenges and accelerating digital transformation across the sector.

" This collaboration aligns with our Tourism 2040 roadmap to prepare the industry for evolving technological advancements, laying the foundation for transformative changes in the travel industry," remarked STB Chief Technology Officer( CTO) Jordan Tan.

MELAKA SPOTLIGHT: Ab Rauf Yusoh delivering his speech during the Melaka Week at World Expo 2025 in Osaka, Japan.

TOURISM TRANSFORMATION: World Tourism Day( WTD) and World Tourism Conference( WTC) 2025 will bring global tourism leaders to Melaka.

A FORWARD LOOK

Malaysia is also aligning its tourism strategy with this global shift, recognising the sector ' s importance to the national economy. Not to mention, the 13th Malaysia Plan( RMK13) identifies AI, IoT, and digital infrastructure as critical enablers for a high-income and sustainable tourism industry.

The plan sets an ambitious target for the tourism industry to account for 16 per cent of the country ' s gross domestic product( GDP) by 2030. To actualise this vision, the government is focusing on the development of the Special Tourism Investment Zones( STIZ) initiative, which Malaysian Prime Minister Datuk Seri Anwar Ibrahim has designated as a catalyst for new tourism products.

Melaka, one of the designated STIZ, will introduce its smart tourism initiative, ' Smart AI Tourism Melaka '. It is set to launch during the World Tourism Day( WTD) and World Tourism Conference( WTC) 2025, which Melaka is hosting.

Themed ' Tourism and Sustainable Transformation,' the event is an ideal platform for the unveiling of Melaka ' s smart tourism initiative.

Scheduled for Sept 27 to 29, 2025, the event is organised by the UN World Tourism Organisation( UNWTO) in collaboration with Malaysia ' s Ministry of Tourism, Arts and Culture( MOTAC) and the Melaka State Government.

Smart AI Tourism Melaka leverages IoT sensors, beacons, and 5G connectivity to provide real-time, personalised services.

According to Melaka Chief Minister Datuk Seri Ab Rauf Yusoh, the platform functions as both a digital guide and a multilingual interpreter. It is designed to make Melaka ' s cultural and historical landmarks more accessible to international visitors.

Unlike static signboards, the platform integrates QR codes that enable two-way interaction by translating content into multiple languages. These connected features also link directly to the state ' s official tourism website.

Central to the state ' s digital tourism ecosystem is strong 5G connectivity. This is being advanced through partnerships between Melaka ITC Holdings Sdn. Bhd.( MICTH) and three leading telecommunications providers. Strategic partners in the initiative are Rohas Euco Industries Berhad and Maxis Broadband Sdn. Bhd. and U Mobile Sdn. Bhd.

Melaka is targeting full 4G and 5G coverage across all populated areas( CoPA) by 2027. Currently, Melaka has 4G coverage of 99.97 per cent and 5G coverage of 89.7 per cent, with average mobile broadband speeds reaching 121 Mbps.

This advanced digital coverage is a prerequisite for scaling IoT applications, AR / VR experiences, and AI-powered services that define Smart AI Tourism Melaka.

As the tourism sector becomes more competitive, smart tourism initiatives are emerging as a strategic move to future-proof the industry. The initiative is not only a milestone for Melaka but also a testament to Malaysia ' s readiness to lead the next era of tourism transformation. @ ND