Organised by the Pacific Asia Travel Association (PATA), this session at World Travel Market London 2025 will explore the latest developments shaping the Asia-Pacific travel landscape. As the region continues to drive global tourism growth, understanding the evolving preferences of Asian travellers - particularly from China - has never been more important.
Through a mix of data-driven presentations and an engaging panel discussion, participants will gain valuable insights into emerging travel trends, shifting consumer behaviours, and the strategies destinations and businesses are adopting to capture demand. The session concludes with a dedicated networking segment, offering delegates the opportunity to exchange ideas and foster new partnerships focused on Asia-Pacific markets.
1000 - 1005
Welcome by Master of Ceremonies
Roong Tepkaew, Senior Manager - Membership Engagement, PATA
1005 – 1010
Opening Remarks
Noor Ahmad Hamid, CEO, PATA
1010-1020
Sarawak, Malaysia: The Next Frontier of Asia-Pacific Travel Growth
Speaker: Sharzede Datu Haji Salleh Askor, CEO, Sarawak Tourism Board (STB)
Represented by: Barbara Benjamin Atan, Director of Marketing (Europe & Oceania), STB
Positioned at the crossroads of culture, nature, and commerce, Sarawak is emerging as one of Asia-Pacific’s most compelling growth destinations. This presentation will highlight how the state is capitalising on shifting traveller trends — from the rise of experience-led travel to demand for sustainable yet premium products — while investing in new infrastructure, connectivity, and event readiness. Delegates will gain insight into how Sarawak is redefining its tourism landscape and why global partners are taking notice of this dynamic Malaysian state.
1020 - 1035
APAC Travel Outlook 2025–26: Demand, Destinations & Distribution
Speaker: Bharat Nagpal, Senior Director, Adara
As Asia Pacific leads the global tourism recovery, destinations across the region are seeing shifts in demand, traveller demographics, and booking channels. This session will present the latest data and insights on trending destinations, trip lengths, seasonality, and distribution patterns across key source markets.
1035 – 1050
The Chinese Traveller Now: Behaviour, Channels & Opportunity
Speaker: Sienna Parulis-Cook, Director of Marketing and Communications, Dragon Trail International
China’s outbound tourism recovery continues, but traveller expectations have evolved. This session explores the latest behavioural shifts, including regional travel trends, generational differences, and how digital channels — from OTAs to social commerce — are influencing decision-making and spending.
1050-1130
Turning Insights into Action – How Destinations and Partners Win APAC Visitors
Building on the insights shared earlier, this panel examines how destinations and tourism partners across regions are adapting their strategies to engage the fast-evolving Asia-Pacific traveller. Panellists will share first-hand perspectives on how they are aligning marketing, partnerships, and product development to capture demand from key Asian source markets — particularly from China. The discussion will highlight practical approaches to destination positioning, collaboration, and on-the-ground execution that translate traveller interest into real business opportunities.
Panellists:
Deepak Raj Joshi,
CEO, Nepal Tourism Board
Faruk Čaluk,
Senior Advisor for International Promotion, Tourism Association of Sarajevo Canton
Chris Crampton, Chairman, PATA UK & Ireland Chapter; Managing Director Europe, Red Elephant Reps
1130-1135
Closing Remarks
Noor Ahmad Hamid, CEO, PATA
1135-1200
Networking Session