What does the future of Sabah tourism look like in the age of AI?
On 26th August 2025, Amazing Borneo joined educators, researchers, and tourism stakeholders at Universiti Malaysia Sabah (UMS) for a Focus Group Discussion (FGD) on E-Marketing and AI in Tourism Businesses. The session explored how tools like ChatGPT can transform the way tour operators connect with travellers, while also raising important questions about ethics, feasibility, and industry adoption.
As one of Sabah’s leading tour operators, our participation reflects more than just industry presence; it underscores our commitment to youth development, innovation, and shaping the future of Sabah’s tourism industry.
Contributing Insights That Matter
The discussion was structured around three themes:
- Current challenges in e-marketing for local tourism businesses
- Opportunities of AI tools such as ChatGPT and DeepSeek in streamlining communication and customer experience
- Ethical considerations and building trust in technology adoption
Amazing Borneo contributed perspectives drawn from our experience in digital marketing and customer engagement, ensuring that strategies discussed were grounded in real-world tourism operations.
At the same time, the discussion acknowledged the role of SabahTravel.com as a technological tool that many operators already use. Several industry players at the FGD shared how the platform has benefitted their businesses by providing wider visibility and easier access to customers.
Investing in Sabah’s Youth
Beyond frameworks and strategies, what excites us most about sessions like this is the opportunity to engage with Sabah’s next generation. For UMS students in attendance, the FGD offered a front-row view of how industry leaders and academics collaborate to tackle challenges facing tourism in the digital age.
Our long-standing ties with UMS make this collaboration especially meaningful. Our Operations Director Dr. Lesley Hiew completed their PhD at UMS, a reflection of our shared belief in the value of academic excellence and its role in shaping industry progress.
3 Key Takeaways from the UMS FGD
- AI can help local tour operators scale smarter, from automated customer queries to personalised travel recommendations.
- Ethics and authenticity matter. Tourists value human connection, so AI must complement, not replace, personal service.
- Youth engagement is critical. Empowering Sabah’s young professionals ensures long-term sustainability and innovation.
Looking Ahead: Innovation with Purpose
The insights gathered at UMS will feed into the development of a new AI-driven e-marketing framework for tourism businesses. For Amazing Borneo, this is not just about embracing the latest technology; it’s about ensuring Sabah’s tourism industry remains competitive, inclusive, and future-ready.
Moving forward, a combination of emerging AI tools and established digital platforms like SabahTravel.com will be vital in building an ecosystem where technology supports human expertise and hospitality.
We are proud to play a role in shaping these conversations and look forward to continuing our collaborations with UMS and Sabah’s youth to transform ideas into real-world impact.