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. Save your seat >
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 Hj. Salleh Askor, CEO, Sarawak Tourism Board
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
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
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 DMOs, Operators & Platforms Win APAC Visitors
Building on the insights shared earlier, this panel explores practical strategies for converting travel from across the APAC region into bookings. Experts from DMOs, distribution platforms, and the hospitality sector share how they are adapting marketing, partnerships, and product design to capture new market segments, with a particular emphasis on the Chinese traveller.
1130-1135
Closing Remarks
Noor Ahmad Hamid, CEO, PATA
1135-1200
Networking Session