Navigating Towards a Resilient Future: Highlights from PATA Annual Summit 2026
As the travel and tourism industry continues to navigate rapid change, this year’s PATA Annual Summit brought together over 550 destination leaders, tourism professionals, and industry experts from across the Asia Pacific region to exchange insights, address emerging challenges, and explore new opportunities shaping the future of tourism. Held under the theme “Navigating Towards a Resilient Future”, the Summit featured thought-provoking keynote presentations, panel discussions, and breakout sessions covering topics ranging from resilience and sustainability to digital transformation, travel demand, and community wellbeing.
The event also marked the beginning of PATA’s 75th Anniversary celebrations, adding a reflective and celebratory dimension to the programme. Throughout the Summit, delegates took part in a variety of activities commemorating PATA’s 75-year journey, from interactive quizzes and prize giveaways to moments that celebrated the Association’s legacy, community spirit, and long-standing contribution to the travel and tourism industry.
Conference’s Key Takeaways
ChanWoo Park, Executive Director, Culture and Tourism & Sports Bureau, Gyeongsangbuk-do Provincial Gov’; NamIl Kim, CEO/President, Gyeongsangbuk-do Culture and Tourism Organization; and group photo with Henry Oh, Chair, PATA; MiGyeong Nam, Executive Director, Culture and Tourism Bureau, Gyeongju-si City; SangHyeon Lee, Executive Director, Tourism & Convention Urban Promotion Bureau, Pohang-si City; and Noor Ahmad Hamid, CEO, PATA.
Welcome Remarks by Hosts & Host Appreciation
PAS 2026 represents a celebration of the enduring partnership between PATA and Gyeongsangbuk-do, while highlighting collaboration, innovation, sustainability, and cultural heritage as guiding forces in shaping a more resilient future for tourism.
During the opening ceremony, PATA presented the hosts with tokens of appreciation to commend them for their tremendous effort in bringing the event to life.
Henry Oh, Chair, PATA, and Noor Ahmad Hamid, CEO, PATA
Welcome Remarks by PATA & PATA 75th Anniversary
Opening the conference, PATA Chair emphasised that this year’s theme, “Navigating Towards a Resilient Future,” reflects the industry’s commitment not only to adapting to change, but also to shaping a tourism sector that continues to create positive impacts for communities, economies, and the environment.
Marking PATA’s 75th anniversary, PATA CEO went on to add that the Association’s lasting relevance comes from its ability to bring together diverse perspectives across the tourism ecosystem and turn dialogue into meaningful ideas, partnerships, and action.
Shijun Liu, Executive Director, UN Tourism
Navigating Towards a Resilient Future
Tourism was framed as a “strategic act of trust” that fosters understanding and connection in an increasingly fragmented world, with resilience requiring stronger investment in communities, digital sovereignty, education, and sustainable infrastructure. The sector was also urged to move beyond growth-focused metrics toward shared frameworks that prioritise quality of life, cultural preservation, and long-term destination resilience.
Gloria Guevara, President & CEO, World Travel & Tourism Council (WTTC)
Global Tourism Outlook: Resilience, Risk and the Road Ahead (pre-recorded session)
Global tourism reached US$11.6 trillion in 2025, supporting 366 million jobs worldwide, while international arrivals climbed to 1.5 billion. Asia Pacific emerged as the fastest-growing region, recording 8.1% growth compared to the global average of 4%, contributing US$3.2 trillion to the regional economy. The sector also supported 200 million jobs in Asia Pacific, accounting for 55% of global travel and tourism employment.
David Mann, Chief Economist AP, Mastercard Economics Institute
Navigating Economic Uncertainty: Global Trends Shaping Travel and Tourism
Despite geopolitical uncertainty, rising jet fuel prices, and inflationary pressures, global travel demand remains resilient, particularly within Asia. Mastercard Economics Institute data showed strong outbound spending from Indian travellers to Sri Lanka, Thailand, Vietnam, Hong Kong, and Japan, while AI-powered travel planning is increasingly driving visitors toward less crowded destinations.
L/R: Eugene Tang, Chief Development Officer, South China Morning Post; Florian Sengstschmid, CEO, Azerbaijan Tourism Board; Insook Lee, Executive Director of Korea MICE Bureau, Korea Tourism Organization; Wrenelle Stander, CEO, Wesgro; and Régine Lee, President & CEO, Guam Visitors Bureau.
Sustainable Tourism Governance in a Post-APEC Landscape
Destinations must move beyond traditional destination marketing and focus on destination management, balancing tourism growth with sustainability, resilience, and community benefits. Focus must be put into diversification, regional tourism dispersal, AI-driven digital transformation, and stronger government alignment across transport, immigration, infrastructure, and tourism policies to support long-term tourism development.
Bharat Nagpal, Senior Director, Sojern
The Next Chapter of Destination Marketing: Trends Shaping the Road Ahead
AI is rapidly reshaping travel discovery, with destination visibility increasingly dependent on trusted, AI-readable content rather than search rankings alone. Destination marketers are also shifting away from vanity metrics toward measurable outcomes such as hotel bookings, visitor spend, and flight demand, while behavioural intent data is becoming more valuable than traditional demographic targeting.
L/R: Dr Erwin Balane, Tourism Attaché, Philippines Department of Tourism - Korea Office, and Jessie McComb, Senior Tourism Industry Specialist, Asian Development Bank (ADB)
Resilience at Scale: ASEAN Tourism Strategic Plan 2026–2030 - A Regional Blueprint for Integrated Growth
Tourism currently contributes 9.4% to ASEAN’s regional GDP, supports 13.5% of total regional employment, and generated an estimated USD374 billion in economic value, highlighting the sector’s critical role in the region’s economy. The key to spreading tourism benefits more evenly across ASEAN communities—especially to secondary destinations—is improved connectivity and accessibility.
L/R: Mei Mei Song, Chief Transformation Officer, Plaza Premium Group, and Sarah Mathews, CEO, e-Tourism Frontiers
Transforming Travel Experiences: Leadership, Innovation and Purpose in a Changing Industry
Effective airport hospitality management relies on observing what travellers want, embracing feedback, maintaining value consistency, and constantly exploring new initiatives. Moreover, airport hospitality is increasingly becoming a central part of the travel journey rather than simply a transit experience. Technology and data are driving this transformation through seamless passenger processes, operational efficiency, and more personalised services
Simon Moriarty, VP, Syndicated Research, MMGY Global
Strategic Opportunities for Travel & Tourism in an Ever-changing World
Global travel demand remains strong, with travellers increasingly prioritising cultural immersion, wellness, flexibility, and sustainability when planning trips. Interest in intra-Asia travel continues to grow, particularly from India, while AI is becoming a useful planning tool without replacing the importance of human connection and trusted recommendations.
Destinations that combine personalised experiences with flexible and responsible travel offerings are expected to remain highly competitive.
Joseph Sheller, Director of Strategic Marketing Solutions, HBX Group
Understanding Travel Demand Through Global Distribution Networks
Travel demand is increasingly shaped by real-time data from global distribution networks, allowing destinations to better identify target markets, respond to seasonality, and diversify inbound tourism sources. Data-driven strategies are also helping destinations address over-tourism by attracting higher-value travellers, extending shoulder season demand, and improving market resilience.
As travel distribution channels continue to evolve, collaboration with distribution partners and access to actionable demand insights are becoming essential for smarter tourism planning and sustainable growth.
L/R: Yang Li, Head of Public Affairs, APAC, Booking.com; Florian Blois, Director of Marketing Partnerships, DIDA; Sunny Chang, Director, Global Business Development, Tidesquare; Fabrizio Orlando, Director, Government Relations, Tripadvisor; and Jackson Pek, Chief Corporate & Legal Affairs Officer, Amadeus.
Digital Tourism at a Crossroads: Platforms, Data and Destination Resilience
Digital platforms and AI are rapidly reshaping how destinations are discovered, booked, and experienced, giving even small businesses global visibility overnight.
Furthermore, while technology improves access, speed, and reach, destinations must balance visibility with sustainability, stronger digital infrastructure, and clear destination narratives. Collaboration and diversified partnerships are essential to managing over-tourism, responding to crises, and staying competitive in an increasingly AI-driven travel landscape.
Dr. Aaron Salā, President & CEO, Hawai'i Visitors and Convention Bureau
Fostering Deeper Bonds and Meaningful Connections: Hawai‘i’s Approach to Purposeful Tourism
Hawai‘i’s tourism strategy is shifting from destination marketing to “destination futures,” treating destinations as living systems rather than products to sell. The approach emphasises belonging, shared responsibility, and regenerative tourism, where businesses, residents, and visitors all contribute to sustaining culture, community, and the long-term wellbeing of the destination.
Mayur (Mac) Patel, Regional Commercial and Industry Affairs Leader, Asia Pacific, Middle East and Africa, OAG
Aviation, Access and Resilience: Rethinking Connectivity for Growth
Asia Pacific now accounts for 37.5% of global air capacity, growing at 5.2% annually — more than double the global average. South Asia and Central Asia have already exceeded 2019 recovery levels, while India is projected to surpass China as the largest domestic aviation market by 2030. With 5,800 aircraft on order and 120–140 million additional annual seats expected, infrastructure, diversification, and profitable connectivity will define the region’s next growth phase.
L/R: Natasha Montesalvo, Principal Consultant – Destinations, Strategy & Insights, EarthCheck, and Karen Yue, Group Editor, TTG Asia
Future-Proofing Tourism: The New Era of Rapid Upskilling
AI is enabling tourism businesses to do more with smaller teams, while ESG is becoming an increasingly important operational and reporting requirement across the industry. As tourism professionals face rapid changes in technology and sustainability expectations, practical micro-credential courses can help them quickly build the skills needed to adapt and stay competitive.
Nadia Omer, CEO, AirAsia MOVE
From Booking to Ecosystem: Rethinking the Connected Travel Journey in ASEAN
AirAsia Move highlighted the rapid growth potential of ASEAN’s budget travel market, noting that the region matches Europe in size while having a younger population travelling 30% more frequently. The company also shared that it now serves 50 million annual active users across 31 currencies, with more than 80% of users acquired organically.
Jeninne Lee-St. John, Editor-in-chief, Travel+Leisure, Southeast Asia
Stories That Matter: Narrative, Culture, and the Future of Experiential Travel
Travel storytelling today is increasingly driven by people, authenticity, and meaningful local narratives rather than polished destination marketing alone. Travellers are seeking insider access, cultural immersion, regenerative experiences, and emotionally resonant stories, while unexpected local voices, community-led initiatives, food culture, and multi-generational travel are shaping how destinations connect with modern audiences.
Noor Ahmad Hamid, CEO, PATA
Closing Appreciation
As PAS 2026 came to a close, PATA CEO Noor Ahmad Hamid extended his heartfelt appreciation to the gracious hosts, Executive Board and Board members, speakers, and delegates for their contributions to the success of the Summit. He noted that this spirit of collaboration and shared purpose has sustained the Association for more than seven decades.
To conclude the celebrations, he invited all attendees to commemorate PATA’s 75th Anniversary with celebratory cupcakes.
PAS 2026 Salon Sessions: Deep Dive into History, Current Trends, and Tourism Outlook
Salon Session 1: Rediscovering Trails: John Muir’s Journey Across India in 1903
The legacy of John Muir continues to shape nature-based tourism and conservation globally. Researchers traced a 2,485-kilometre journey across India using over 7,000 archived letters, identifying around 90% of the hotels he stayed in. The iconic John Muir Trail itself spans 211 miles, while the research also uncovered a 550-year-old banyan tree in India, older than the famous Kolkata banyan tree previously believed to be among the oldest.
Prof. Chander Mohan Persheera, Prof., Author & Expeditions Consultant, Adventure India
Salon Session 2: China Tourism Dialogue: China Outbound & Inbound - Decoded
With such diverse expertise, our panellists shared many impactful insights, such as:
China–Europe aviation capacity is growing significantly as Chinese carriers retain access to Russian airspace, while secondary cities like Chongqing, Chengdu, and Hangzhou are emerging as new international hubs.
China inbound travel has rebounded unevenly, with European markets performing above pre-pandemic levels, while US flight recovery remains at only about 30% of pre-COVID capacity.
Data showed growing inbound demand to Sanya from Central Asia, including Kazakhstan and Uzbekistan, alongside new long-haul routes linking Prague and Frankfurt via Bangkok to Sanya.
Ning Guoxin, Chief Government Affairs Officer, U-Tour Group; Emily Wang, Director, Overseas Marketing, Sanya Tourism Board; Ning Guoxin, Chief Government Affairs Officer, U-Tour Group; George Cao, Co-founder & CEO, Dragon Trail International; Soon Hwa Wong, PATA Ambassador for Greater China; Mayur (Mac) Patel, Regional Commercial and Industry Affairs Leader - Asia Pacific, Middle East and Africa, OAG; Insook Lee, Executive Director of Korea MICE Bureau, Korea Tourism Organization; and David Mann, Chief Economist, Asia Pacific, Mastercard Economics Institute
Salon Session 3: Smart MICE and Digital Tourism: Designing Adaptive Visitor Economies
AI-driven tools are rapidly transforming MICE, from automated content creation and personalised event planning to advanced audience targeting. Speakers also stressed that sustainability, including carbon audits and greener event operations, is becoming essential for the industry’s future.
At the same time, delegates increasingly seek authentic, community-based experiences, reinforcing that technology should support, not replace, human connection and face-to-face engagement.
Dae-Young Kim, Professor of Hospitality Management, University of Missouri; David Barrett, Founder & CEO, DBC & Partners Ltd; Noredah Othman, CEO, Sabah Convention Bureau; and Deokhyun Jo, Executive Director, Gyeongju Hwabaek International Convention Center.
Salon Session 4: AI and the Future of Tourism: From Insight to Impact – Powered by Research Centre for Digital Transformation of Tourism, The Hong Kong Polytechnic University
AirAsia MOVE, WDTrip, and Travel Index Group highlighted how AI-driven tools now support demand forecasting, route optimisation, and personalised marketing. WDTrip reduced content production costs from US$50 to US$1 per asset and generated over US$1 billion in transaction value last year, while Travel Index manages data from 800,000 companies across 241 destinations.
Professor Haiyan Song, Chair Professor and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University; Professor Dan Wang, School of Hotel and Tourism Management, Hong Kong Polytechnic University; Professor Bela Stantic, School of Hotel and Tourism Management, Hong Kong Polytechnic University; Huang Yuzhou, Founder & CEO, WDtrip; Bernard Metzger, Founder, TravelIndex Group; and Nadia Omer, CEO, AirAsia MOVE.
Salon Session 5: Halal Travel in Transition: Building Resilient and Inclusive Destinations
Muslim travellers are increasingly seeking seamless, trust-based experiences that go beyond halal food and prayer facilities, pushing destinations to rethink inclusiveness across the entire travel journey. AI is rapidly reshaping trip planning and destination discovery, making digital visibility and AI-readable content increasingly important.
Despite geopolitical disruptions, travel demand remains resilient, with travellers postponing rather than cancelling trips and showing growing interest in Asian destinations and culturally immersive experiences.
Fazal Bahardeen, Founder & CEO, CrescentRating & HalalTrip; Becky Ip, Deputy Executive Director, Hong Kong Tourism Board; David Mann, Chief Economist AP, Mastercard Economics Institute; and Gadijah Darries, Chief of Staff, Wesgro
Salon Session 6: Heritage-Led Tourism: Preserving Identity in a Global Market
Destinations should prioritise authenticity over manufactured experiences, as travellers increasingly seek genuine cultural connections. Key insights included the importance of community trust, local livelihoods, education, and long-term governance in preserving heritage identity. Panellists also noted that globalisation, commercialisation, and AI-generated content are making it harder to maintain authentic destination narratives, creating an urgent need for clearer guidance and stronger community involvement.
Randy Durband, CEO, Global Sustainable Tourism Council (GSTC); Hyun Chul Shin, Head of the Glocal Tourism Team, Jeju Tourism Organization; Jennifer Chun, Director of Tourism Research, Hawaii Tourism Authority/State of Hawaii DBEDT; Ji Eun Lee, Program Administrator, Organization of World Heritage Cities Asia-Pacific Regional Secretariat (OWHC-AP); and Deepak Raj Joshi, Advisor, PATA Nepal Chapter.
Destination Experience & Half-day Complimentary Tour in Gyeongju or Pohang
On May 11 and 14, Summit delegates joined destination experience workshops and technical tours of their choosing to best experience Gyeongju or Pohang! From crafting one-of-a-kind souvenirs and traditional sweets to sightseeing at must-visit attractions, they explored the charms and hidden gems of the two cities beyond the Summit venue!
Route 1 - Gyeongju UNESCO Heritage Exploration
Route 2 - Timeless Gyeongju: From Silla Heritage to Hwangridan-gil
Route 3 - Discover Pohang: Space Walk & Hwanho Botanical Gardens
Other highlights include:
PATA Policy Forum – powered by MMGY Global (Government Members Only)
The Forum brought together senior policymakers, destination leaders, and industry stakeholders to engage in an open and solutions-driven dialogue on the most pressing policy challenges shaping tourism today.
Split into discussion groups, participants exchanged insights, identified gaps, and co-created practical approaches toward more resilient, inclusive, and future-ready tourism policies. Some of the topics discussed include strengthening crisis preparation, enhancing public-private collaboration, and encouraging more meaningful co-creation and adaptive policymaking.
Facilitators: Jackson Pek, Chief Corporate & Legal Affairs Officer, Amadeus; Fabrizio Angelo Orlando, Director, Government Relations, Tripadvisor; Yang Li, Head of Public Affairs, APAC, Booking.com; Simon Moriarty, VP, Syndicated Research, MMGY Global; and Jessie F. McComb, Senior Tourism Industry Specialist, Asian Development Bank (ADB)
The PATA Foundation: Renewed Purpose, Lasting Impact
(L/R): Andrew Jones, Chair, and Simon Lloyd, Vice Chair, PATA Foundation
Andrew Jones FIH. CHA and Simon Lloyd, Chair and Vice Chair of the Board of Trustees of PATA Foundation, stepped on stage to share updates on the renewed PATA Foundation. Currently, the Foundation is shifting from a grant-giving body into a more collaborative platform that connects chapters, student chapters, and industry members to co-create meaningful tourism initiatives.
Alongside rebuilding governance and funding structures, the Foundation is prioritising stronger knowledge-sharing, transparent project frameworks, and community-driven impact, with a focus on turning industry collaboration into tangible support for destinations, education, and local communities.
Learn more about the foundation and get involved>
Strengthening Partnerships for a Resilient Tourism Future: Strategic MOU Signings
It is a delight to share that PATA formalised new partnerships with the China Chamber of Tourism, Filtrum Inc., and TOP25 Restaurants through three separate MoU signings with stakeholders from both the public and private sectors during the event.
Each collaboration brings together different strengths and expertise, reflecting our shared commitment to strengthening the future of tourism through knowledge sharing, innovation, and cross-sector cooperation.
New programmes and Initiatives
During the Summit, PATA unveiled PATAmPOWER. The upgraded dashboard now features more comprehensive datasets, enhanced functionality, and improved navigation for a smoother, more intuitive user experience.
PATA Members can access PATAmPOWER through their PATA InfoHub account. While access to the platform is a member benefit, selected datasets are also available to the public upon request.
A special shoutout to our official data providers, OAG and government tourism authorities, for their valuable support and collaboration! Read more>
The new Micro-Credentials Programme — now featuring two courses developed in collaboration with EarthCheck and The Sigmund Project—was also launched now available to help tourism professionals strengthen industry-relevant skillsets! Read more>
PATA Youth Symposium and Networking session
At PATA, supporting the next generation of tourism leaders has always been important to us — whether it is helping young professionals keep up with the latest industry trends, build skills for a fast-changing workforce, or simply creating spaces to connect, exchange ideas, and grow together.
This year’s PATA Youth Symposium brought together an inspiring line-up of speakers who shared valuable insights, fresh perspectives, and personal experiences with our youth community, sparking conversations about the future of tourism and the opportunities ahead.
Additionally, we also held a PATA Youth Networking session, where students and young professionals came together to meet and build camaraderie!
Industry Roundtables
Under the theme “From Risk to Roadmap: Turning Insights into Action,” the Industry Roundtable brought together 50 participants to discuss the trends, challenges, and opportunities shaping the tourism industry today.
Three key discussion topics explored how tourism business management can be navigated during times of regional conflicts (led by Florian Blois, Director of Marketing Partnerships, DIDA), how brands and destinations can tap into the older adult and multi-generational travel market (led by Drago Djourov, Managing Director, DD Traveller Research & Brand Consulting), and how destinations can build climate resilience (led by Régine Biscoe Lee, President & CEO, Guam Visitors Bureau).
David Barrett, Founder & CEO of DBC & Partners Ltd, also joined the session to deliver the Opening & Global Briefing, while Guido Neil, Head of Partnerships at 12Go (Thailand) Co., Ltd., shared a case study presentation.
Education Roundtables
Joined by industry professionals, academics, and the student community, the Education Roundtable focused on how tourism education can better respond to evolving industry needs.
From discussing the skills needed in today’s workforce to sharing efforts that help prepare students for the realities of the industry, the session encouraged open conversations and fresh perspectives from across sectors and generations.
Moderated by Sarah Gardiner, Director - Griffith Institute for Tourism at Griffith University, the session featured discussion leads Ada Lo, Associate Professor at The Hong Kong Polytechnic University, Athitaya Pathan, Assistant professor at Mae Fah Luang University, Candace Fu, Senior Lecturer cum Programme Leader at Hong Kong Metropolitan University, Duangthida Nunthapirat, Dean at Bangkok University International Programs, and Simon Lloyd, Dean - Faculty of Hospitality and Business Management at Dusit Thani College, who guided conversations on emerging industry trends, future-ready skills, and stronger collaboration between education and industry.
Honouring Past Chairs, Tourism Professionals, and Long-standing members
During the PATA Executive Board & Board Member and PATA Awards Presentation Dinner, Pacific Asia Travel Association honoured its Past Chairs, tourism professionals, and long-standing members celebrating 50, 60, and 70 years of membership in recognition of their enduring contributions and commitment to the Association and the wider tourism industry.
PAS 2026 Gala Dinner
The PAS 2026 Gala Dinner was held at Expo Grand Park, a cultural theme park and landmark in Gyeongju known for its iconic Gyeongju Tower. The evening also featured K-Culture experiences and outdoor performances!
VIPs who attended the Gala Dinner include: DaeHyun Kim, Vice Minister, Ministry of Culture, Sports and Tourism (MCST), SungHyeuck PARK, President, Korea Tourism Organization (KTO); MyuongSuk Hwang, Acting Governor, Gyeongsangbuk-do; HyukJun Choi, Acting Mayor, Gyeongju City; Sang Gil Jang, Acting Mayor, Pohang City; and NamIl Kim, CEO/President, Gyeongsangbuk-do Culture and Tourism Organization.
The event was co-hosted by the Korean Ministry of Culture, Sports and Tourism, the cities of Gyeongju and Pohang, alongside Gyeongsangbuk-do Province, and Gyeongsangbuk-do Culture and Tourism Organization (GCTO).
Supporting organisations include Supporting Airline, Korean Air; Policy Forum Sponsor, MMGY Global; Breakout Session Sponsor, School of Hotel and Tourism Management and Research Centre for Digital Transformation of Tourism, The Hong Kong Polytechnic University; Private Lunch Sponsor, Booking.com; Official Online Hotel Booking, HotelPlanner; Event Tech Partners, Cvent and the Thailand Convention and Exhibition Bureau (TCEB); Youth Sponsor, PATA Thailand Chapter; and Premier Media Partner, BBC Studios.
