The 20th UN Tourism/PATA Forum on Tourism Trends and Outlook

Oct 19-21, 2026 | Shangri-La Hotel, Guilin, China

“The Next Frontier: Travel Trends in the Age of Artificial Intelligence”

The 20th UN Tourism/PATA Forum on Tourism Trends and Outlook marks a significant milestone in one of the Asia-Pacific region’s most enduring platforms for tourism intelligence and policy dialogue. This anniversary edition arrives at a pivotal moment, as artificial intelligence and digital transformation are fundamentally reshaping how tourism is produced, distributed, experienced, and governed.

Under the theme, the Forum will provide a high-level platform for stakeholders from governments, academia, and the private sector to examine the opportunities and challenges that AI and digitalisation present for the tourism sector in Asia and the Pacific. It will also serve as a platform to present key institutional outputs, including the September 2026 issue of the UN Tourism World Tourism Barometer.

This year’s forum aims to:

  • Present and analyse global and regional tourism data, trends and outlook, including the September 2026 World Tourism Barometer.

  • Examine how AI and digital platforms are reshaping the tourism marketplace, travel behaviour, and destination competitiveness, and explore how tourism administrations and industry stakeholders can translate data-driven insights into effective market strategies.

  • Facilitate high-level policy dialogue on the governance dimensions of the digital tourism transition, including regulatory frameworks, public–private collaboration and international cooperation.

  • Explore how AI and digital innovation can support more inclusive tourism development, from community-based tourism and cultural heritage preservation to regional cooperation across Asia and the Pacific.

Registration

Attendance at the Forum is free of charge to member state delegates and affiliate members of the UN Tourism and PATA, university students currently registered on full-time tourism programmes and academics and practitioners interested in attending or presenting at the Forum.

Accommodation is not included in the registration.

Register Now

Who should join?

  • Policymakers & Destination Managers: Representatives from National Tourism Administrations (NTAs), National Tourism Organisations (NTOs), and Destination Management Organisations (DMOs) focused on trends, research, and market intelligence.

  • Industry Practitioners: Leaders from airlines, hospitality, tour operations, digital marketing, and tourism consultancy firms.

  • Academics & Researchers: Scholars and postgraduate students specialising in tourism, hospitality, and sustainable development.

October 20

Day 1

MORNING

  • Opening Ceremony

  • Presentation of the latest World Tourism Barometer by UN Tourism

  • Keynote Presentation: Values and the Changing Traveller in the Age of AI

  • High-level Roundtable: Tourism Policies that Shape the Future

AFTERNOON

  • High-level Roundtable: Tourism Policies that Shape the Future

  • Panel Discussion 1: From Social Media to Experience: Redefining Travel Decisions

  • AI and Tourist Behaviour: Insights from the Greater Bay Area Tourism Satisfaction Index

  • Panel Discussion 2: Decoding the Chinese Traveller: From Data Insights to Market Strategy

EVENING

  • Welcome Dinner: 20th Anniversary Tribute

October 21

Day 2

MORNING

  • Industry Outlook: China's 2030 Tourism Vision

  • Fireside Chat: From Trends to Culture: How New Consumer Behaviours Are Reshaping Travel Experiences

  • Technical Session 1: From Market Intelligence to Action: How Data Systems are Shaping Better Destinations

  • Spotlight Dialogue: Digital Dunhuang — When Technology Meets Endangered Heritage

  • Technical Session 2: AI, Digital Platforms and Community-Based Tourism: Turning Innovation into Local Impact

  • Closing Ceremony

AFTERNOON

  • Guilin City Tour

October 22

Day 3

AFTERNOON

  • Registration

Speakers

  • Liu Shijun

    Executive Director, UN Tourism

  • Noor Ahmad Hamid

    CEO, PATA

  • Professor Kaye Chon

    Dean and Chair Professor, Walter & Wendy Kwok Family Foundation Professor in International Hospitality Management, School of Hotel & Tourism Management, Hong Kong PolyU

  • Xu Jing

    Vice Chairman, Global Tourism Economy Research Centre

  • Mike Valerio

    CNN International Correspondent

  • Professor Haiyan Song

    Chair Professor, Mr and Mrs Chan Chak Fu Professor in International Tourism, Director of Research Centre for Digital Transformation of Tourism, School of Hotel and Tourism Management, The Hong Kong Polytechnic University

  • Professor Tony Tse

    Professor of Practice and Programme Director of Industry Partnerships, School of Hotel & Tourism Management, Hong Kong PolyU

  • Professor Phil Xiang

    Department Head and Professor, Howard Feiertag Department of Hospitality and Tourism Management, Virginia Tech University, Visiting Professor of School of Hotel & Tourism Management, Hong Kong PolyU

  • Professor Jigang Bao

    Professor, School of Tourism Management, Sun Yat-sen University; Director, Monitoring Centre for Sustainable Tourism Observatories of UN Tourism

  • Michael Zhou

    Founder & CEO, Odynovo; Board Member, PATA

  • Vera Huang

    Sales & Marketing Director, Stargazer Company Limited

Official Venue & Hotel: Shangri-La Hotel

Nestled on the bank of Li River, the hotel provides guests and travelers an all-new leisure and business travel experience with the outstanding Asian hospitality Shangri-La is renowned for. For business or leisure, our dedicated and experienced staff caters to the needs of guests with an extensive range of services and facilities.

Special Rate for Forum Delegates: Deluxe Room (King or Twin): RMB 730 (~ US$ 100 )

Official Hotel: City Comfort Inn

No.6 Huancheng Bei'er Road, Qixing District, Guilin, China

Special Rate for Forum Delegates: Standard Room: RMB 188 (~ US$ 26 )

If you would like to stay at one of the official hotels, make your booking through the registration form to get the listed discounted rate.

General Information

  1. Transportation Arrangements and Airport Meeting Service

    All participants will be provided with transportation between Guilin Liangjiang International Airport and the forum hotel. To arrange a transfer, participants are requested to submit their flight details via the Registration Link no later than September 30, 2026. A dedicated forum counter at the airport will welcome all arriving participants and provide them with an information kit. Transportation to social functions will also be arranged. Participants with more international flight options may also consider travelling via Guangzhou Baiyun International Airport or Hong Kong International Airport and continuing to Guilin by high-speed train (approximately 2–3 hours from Guangzhou and 3–4 hours from Hong Kong). Transfer from Guilin Railway Station to the forum hotel can be arranged by the host. Participants travelling by this route are requested to indicate their arrival details at the registration link so that the host team can coordinate the transfer accordingly.

  2. Visa Requirement

    All visitors holding valid passports are required to obtain a visa for entry into China, unless their country of origin is covered by China’s visa-free entry policy. Visas may be obtained from Chinese embassies and consulates abroad. Participants are advised to check their visa requirements and apply well in advance of the Forum.

  3. Dress Code
    Business attire is required for all official Forum sessions. Smart casual dress is appropriate for the social functions. Delegates are warmly encouraged to wear their national or traditional costume, which is equally welcome at all Forum sessions. The technical tour dress code is smart casual; comfortable walking shoes are strongly recommended.

  4. Forum Coordinators
    Feel free to contact these coordinators if you have enquiries regarding the Forum. For hotel reservations and airport transfers, please contact Ms Danqing (Lulu) Lu using the details provided below.

    • LI Yang (Mr), Programme Officer; ZHANG Tianji (Mr), Programme Officer, Regional Department for Asia and the Pacific, UN Tourism : rdap@unwto.org

    • Prapon KONGSIRIPIPAT, Senior Manager - Project Management, Pacific Asia Travel Association (PATA): prapon@PATA.org

    • Dr Lisa GAO, Associate Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University: lisa.gao@polyu.edu.hk

    • Shirley YANG, Deputy Section Chief, International Exchange and Cooperation Department, Guilin Municipal Bureau of Culture, Radio, Television and Tourism: guilinshirley@126.com

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