PATA has launched two courses – one on AI and the other on ESG sustainability – under its new Micro-Credentials Programme, designed to give travel and tourism professionals access to expert-led online training that can be completed at their own pace.
The AI and ESG sustainability courses were designed by Alan Elliot Merschen, founder of The Sigmund Project and co-founder of Myriad MMGY Global, and Natasha Montesalva, principal consultant for destinations, strategy and insights at EarthCheck, respectively.
PATA CEO Noor Ahmad Hamid told TTG Asia that the inaugural topics were informed by insights from PATA’s 2025 Human Capital Development report, research by the Organisation for Economic Co-operation and Development, and data from PATA’s training programmes over the past three years.
He said the findings pointed to AI and ESG sustainability as “some of the most critical capabilities required in today’s tourism environment”.
Noor explained that the micro-learning approach is suited to today’s “rapidly evolving tourism landscape”, where “continuous upskilling is essential to support sustainable and resilient industry development”.
“While traditional learning formats remain valuable, they are not always able to keep pace with emerging, highly specialised topics. These micro courses are designed to bridge that gap by offering focused, bite-sized learning that is practical and immediately applicable,” he added.
PATA unveiled the Micro-Credentials Programme at the recent PATA Annual Summit 2026, where Montesalva took part in a fireside chat with TTG Asia Media’s group editor, Karen Yue, to discuss the relevance of bite-sized courses and the business value of meeting ESG standards.
Montesalva said ESG is no longer an internal strategy, but a requirement for access to business networks that increasingly demand – and in some countries require by law – sustainability reporting.
She said the course is designed to translate ESG into “something that’s practical and directly relevant to tourism stakeholders”, so that they can “focus on what matters rather than what they think they need to be doing; how to respond effectively to partner requirements around Scope 3 Emissions, data disclosures and policies; how to set realistic targets and take action; and how to communicate and engage their efforts with consistency and clarity”.
Montesalva also highlighted the business case for sustainability.
She said: “Think about the shocks that we’ve seen in tourism. Over the last few years, we’ve had pandemics, floods, fires, supply chain chaos, fuel increases, war and, of course, consumers becoming increasingly aware of what you’re doing for business and the impact that you’re having on your community.
“Businesses that handle these issues well are not lucky – they understand their risks. They have strong relationships. They can adapt quickly. They attract the right talent at the right time, and they think long term. They have a framework in place, be it formal or informal, to manage the challenges that they’re facing, and that’s exactly what this course is designed to do.”
The two courses are open to the wider tourism community, with PATA members benefiting from preferential pricing. Members will pay US$99 per course.
Courses are hosted on the PATA SRC portal.
Noor stated the courses will remain accessible without a deadline, allowing participants to enrol at their convenience. PATA will also review and refresh the content annually to ensure it remains relevant and aligned with industry developments.
“This initial launch marks the first phase of a broader micro-credential offering, with additional courses planned as the programme evolves to address emerging trends and skills needs across the tourism sector,” Noor added.
