KUALA LUMPUR, 3 September 2026: The Malaysian Association of Tour & Travel Agents (MATTA) and Alibaba Cloud, a global provider of cloud computing and artificial intelligence (AI) technologies, have entered into a Memorandum of Understanding (MoU) to explore comprehensive collaboration in accelerating digital transformation, AI adoption and smart tourism solutions within Malaysia’s travel and tourism industry.
The collaboration brings together MATTA’s extensive network of travel and tourism industry players with Alibaba Cloud’s expertise in cloud computing, AI and digital technologies. The partnership aims to help tourism businesses become more innovative, competitive, and digitally ready in an increasingly technology-driven global tourism landscape.
Under the MoU, both parties will explore a range of initiatives, including adopting AI-powered digital solutions among MATTA members, capacity-building and training programmes, SME digital enablement, tourism marketing and promotion, smart tourism initiatives, industry research and development, and participation in industry events and knowledge-sharing programmes.
A key focus of the collaboration will be encouraging MATTA members, particularly small and medium-sized travel enterprises (SMEs), to leverage emerging technologies such as AI, cloud computing, data analytics, e-commerce and cybersecurity to enhance operational efficiency, customer engagement, marketing capabilities and overall business competitiveness.
The collaboration will also explore Alibaba Cloud’s AI technologies, including its proprietary AI model Qwen and all-in-one workplace AI agent QwenWork, to support the digitalisation of travel businesses and develop practical AI applications relevant to the tourism sector. These technologies could support tourism businesses across areas such as customer engagement, productivity, content creation and personalised digital experiences, helping them translate AI capabilities into practical business applications.
MATTA and Alibaba Cloud will also explore opportunities to jointly organise workshops, seminars, certification programmes and other knowledge-sharing initiatives to equip tourism industry professionals with the skills and knowledge required to navigate the rapidly evolving digital economy.
The MoU also provides a framework for both parties to explore tourism marketing initiatives through Alibaba’s digital ecosystem and platforms, including potential cross-border digital marketing opportunities to promote Malaysian tourism products and destinations to international travellers.
MATTA President Nigel Wong said the collaboration reflects MATTA’s commitment to ensuring that Malaysia’s travel and tourism industry remains future-ready and able to harness the opportunities presented by AI and digital technologies.
“Digital transformation is no longer an option but an important component of the future competitiveness of the travel and tourism industry. Through this collaboration with Alibaba Cloud, MATTA hopes to provide our members with greater access to knowledge, technology and practical solutions that can help them improve productivity, enhance customer experiences and grow their businesses.”
He added that the partnership would also support MATTA’s broader efforts to promote innovation and technology adoption across the tourism ecosystem.
Choong Hon Keat, Deputy General Manager of Southeast Asia Region, General Manager of Malaysia, Alibaba Cloud Intelligence, said:
“AI and cloud technologies are creating new opportunities for tourism businesses to improve operational efficiency, enhance customer engagement and deliver more personalised digital experiences. Through our collaboration with MATTA, we look forward to bringing our technology capabilities and expertise closer to its extensive network of members, particularly SMEs, and supporting them in exploring practical ways to harness AI for innovation and growth.”
The collaboration will initially focus on exploring and developing mutually beneficial initiatives, with specific programmes and projects to be further agreed upon by both parties from time to time.
Through this partnership, MATTA and Alibaba Cloud aim to contribute towards building a more digitally capable, innovative and technology-driven Malaysian tourism industry, while creating new opportunities for travel businesses to compete effectively in the evolving global tourism landscape.
(Source: MATTA)
