Day 1: Pohang | Mon, May 11
Registration
Foyer, 4F, Lahan Hotel (also available in Gyeonju, 1000-1700 in front of Hall B, 3F, HICO)
0830-1700
0900-1200
PATA Youth Symposium
Grand Hall, 5F, Lahan Hotel
Destination Experience (3 programmes)
*3 tour options will be provided across Pohang and Gyeongju. The GJ tour is offered to only delegates staying in GJ. PH tours offered to all delegates.
0900-1230
1000-1230
PATA Executive Board Meeting
Opal Hall, 4F, Lahan Hotel
1230-1330
PATA Executive Board & Delegate Lunch
Patio, 6F, Lahan Hotel
1330-1430
PATA Honours Committee Meeting
Opal Hall, 4F, Lahan Hotel
Industry Roundtable
Emerald Hall, 4F, Lahan Hotel
Education Roundtable
Ruby Hall, 4F, Lahan Hotel
1330-1500
1500-1530
Networking Break
Foyer, 4F, Lahan Hotel
1530-1730
PATA Board Meeting
Sapphire Hall, 4F, Lahan Hotel
PATA Executive Board & Board Member and PATA Awards Presentation Dinner (by Invitation only)
Grand Hall, 5F, Lahan Hotel
Dress code: Business Attires
1800-2030
Day 2: Gyeongju | Tue, May 12
0830-1700
Registration
In front of Hall B, 3F, HICO
0900-1000
PATA Annual General Meeting
GCTO Yukbuchon
Networking Break
Foyer of Meeting Room 205 & 206, 2F, HICO
1000-1100
PATA Chapter Meeting
Meeting Room 206, 2F, HICO
PATA Policy Forum – powered by MMGY Global (Invitation Only)
Meeting Room 205, 2F, HICO
1100-1230
1230-1400
Lunch
Hall A, 3F, HICO
1400-1530
Conference
Hall B, 3F, HICO
1400-1405
Welcome by Master of Ceremonies
Welcome Remarks by Hosts
1405-1425
Welcome Remarks by PATA
1425-1430
1430-1435
Group Photo
Setting the Scene: PATA 75th Anniversary
As PATA marks its 75th Anniversary, this opening address welcomes participants and sets the tone for the Summit by reflecting on the Association’s legacy while signalling the strategic questions that lie ahead. The session frames resilience as a shared challenge for the tourism community — one that requires adaptation, collaboration, and leadership — and invites participants to engage with the ideas and conversations that will unfold across the programme.
1435-1440
Noor Ahmad Hamid
CEO, PATA
Navigating Towards a Resilient Future
In this keynote address, the speaker sets the strategic context for the PATA Annual Summit by examining what resilience means for tourism in an era of accelerating change. Drawing on global trends in geopolitics, sustainability, technology, and traveller behaviour, the session challenges destinations and institutions to move beyond recovery and towards long-term adaptability and transformation. The address frames the key tensions and questions that will shape discussions throughout the Summit.
1440-1455
Navigating Economic Uncertainty: Global Trends Shaping Travel and Tourism
As destinations and businesses plan for the years ahead, understanding the global economic context is essential to building resilience. In this keynote, the speaker will examine the macroeconomic forces shaping travel and tourism - from inflation and consumer confidence to shifting spending patterns and regional growth dynamics. Drawing on real-time payments and consumer data, the session provides practical insights into how economic trends are influencing travel demand and what this means for strategic decision-making across the tourism ecosystem.
1455-1510
David Mann
Chief Economist AP, Mastercard Economics Institute
Sustainable Tourism Governance in a Post-APEC Landscape
As destinations navigate shifting geopolitical, economic and environmental realities, government leadership is more critical than ever. This high-level session brings together national tourism authorities to discuss policy alignment, sustainable destination management, and cross-border collaboration in the post-APEC era. Panellists will share perspectives on balancing growth with resilience, community impact, and long-term competitiveness in an increasingly complex global tourism environment.
1510-1555
Eugene Tang
Chief Development Officer, South China Morning Post
Moderator
Florian Sengstschmid
CEO, Azerbaijan Tourism Board
Panellists
Wrenelle Stander
CEO, Wesgro
Insook Lee
Executive Director of Korea MICE Bureau, Korea Tourism Organization
Networking Coffee Break
1555-1615
Press Conference
Meeting Room 205, 2F
1555-1620
1615-1730
Conference
Rethinking Destination Marketing, Measurement and Impact
This session will explore the state of advertising and measurement for destination marketing organisations, placing data and technology within the broader question of destination resilience. The presentation explores how DMOs are reassessing success - moving beyond reach and volume towards effectiveness, accountability, and long-term impact - and what this shift means for strategy, partnerships, and investment decisions in an increasingly complex digital ecosystem.
1615-1630
Stewart Smith
Managing Director, Sales - Corporate, Sojern
Resilience at Scale: ASEAN Tourism Strategic Plan 2026–2030 - A Regional Blueprint for Integrated Growth
The recently launched ASEAN Tourism Sectoral Plan 2026–2030 charts a unified roadmap for tourism cooperation, resilience, and transformation across Southeast Asia. Designed to reposition ASEAN tourism beyond post-pandemic recovery toward sustainable and inclusive growth, the Plan emphasizes resilient tourism infrastructure, seamless travel facilitation, workforce empowerment, digital transformation, and diversified, high-value tourism products. This conversation will explore how regional collaboration - supported by ASEAN member states, partners, and industry leaders - is facilitating connectivity, shared prosperity, and strategic alignment that strengthens both intra-regional travel and global competitiveness.
1630-1710
Sharlene Batin
Assistant Secretary, Philippines Department of Tourism
Jessie McComb
Senior Tourism Industry Specialist, Asian Development Bank (ADB)
From Disruption to Direction: Leadership Lessons in Recovery and Expansion
In this candid fireside conversation, the speaker reflects on leading a global travel services business through disruption, recovery, and renewed expansion. Beyond business performance, the discussion explores leadership mindset, decision-making under uncertainty, and how organisations translate resilience from concept into strategy. The session offers a personal, reflective counterpoint to the day’s broader policy and industry discussions.
1710-1725
Sarah Mathews
CEO, e-Tourism Frontiers
1725-1730
Wrap Up Day 1
1730-1800
PATA Life Member Get Together
Hilton Gyeongju Lobby Lounge
PAS 2026 Gala Dinner
Expo Grand Park
Dress code: Business Attire/ National Costume
1830-2100
Day 3: Gyeongju | Wed, May 13
0830-1700
Registration
In front of Hall B, 3F, HICO
0900-1230
Conference
Hall B, 3F, HICO
Welcome by Master of Ceremonies
0900-0905
Strategic Opportunities for Travel & Tourism in an Ever-changing World
In a world where consumers are impacted by ever-changing influences, from geopolitics to the climate, the travel industry is uniquely positioned to provide stability and excitement in equal measure. Opportunities exist for destinations, organisations and brands to entice travellers in unique ways and appeal to an audience of people who are willing to spend money on their dreams.
0905-0915
Simon Moriarty
VP, Syndicated Research, MMGY Global
Understanding Travel Demand Through Global Distribution Networks
In an era of rapidly evolving traveller behaviour and increasingly interconnected travel marketplaces, insights from global distribution networks are playing an important role in helping the industry understand shifting demand patterns. Drawing on perspectives from across the accommodation distribution ecosystem, this session explores how aggregated data and connectivity across travel partners can provide valuable signals about emerging traveller preferences, market dynamics, and booking trends. Discussion will highlight how destinations and tourism businesses can use these insights to strengthen market reach, improve connectivity with global buyers, and support more balanced and resilient tourism growth.
0915-0925
Digital Tourism at a Crossroads: Platforms, Data and Destination Resilience
Digital platforms and technologies are reshaping how destinations are discovered, experienced, and managed - but their role in building long-term resilience is still being debated. This interactive session brings together leading digital tourism platforms to explore how data, technology, and consumer insight can support smarter destination decision-making, while also addressing emerging challenges around dependency, governance, and value creation.
Combining a short scene-setting presentation, a moderated panel discussion, and live audience interaction, the session will surface shared priorities, points of tension, and practical implications for destinations navigating an increasingly platform-driven tourism ecosystem.
0925-1005
Jackson Pek
Chief Corporate & Legal Affairs Officer, Amadeus
Moderator
Fabrizio Orlando
Director, Government Relations, Tripadvisor
Panellists
Yang Li
Head of Public Affairs, APAC, Booking.com
Sunny Chang
Director, Global Business Development, Tidesquare
Florian Blois
Director of Marketing Partnerships, DIDA
1005-1035
Networking Coffee Break
Salon Session 2-3
1035-1135
Salon Session 2: China Tourism Dialogue: China Outbound & Inbound - Decoded
Venue: Hall B, 3F
China’s travel market has not just recovered—it has fundamentally transformed. Traveller behaviour, distribution channels, and policy environments are evolving rapidly, reshaping both outbound and inbound travel. This session brings together leading voices from China and international markets to decode the latest developments, examine what is working and what is not, and uncover where the real opportunities and challenges lie going forward.
Soon Hwa Wong
PATA Ambassador for Greater China
Moderators
George Cao
Co-founder & CEO, Dragon Trail International
David Mann
Chief Economist AP, Mastercard Economics Institute
Panellists
Ning Guoxin
Chief Government Affairs Officer, U-Tour Group
Insook Lee
Executive Director of Korea MICE Bureau, Korea Tourism Organization
Emily Wang
Director, Overseas Marketing, Sanya Tourism Board
Mayur (Mac) Patel
Regional Commercial and Industry Affairs Leader - Asia Pacific, Middle East and Africa, OAG Aviation
Michael Zhou
President & CEO, Odynovo
Salon Session 3: Smart MICE and Digital Tourism: Designing Adaptive Visitor Economies
Venue: MR 203 & 204, 2F
As destinations rethink how they attract and host visitors, smart MICE and digital tourism strategies are becoming central to adaptability and resilience. This session explores how technology is reshaping business events, visitor experiences, and destination management - not as an end in itself, but as an enabler of flexibility, efficiency, and long-term value creation.
Dae-Young Kim
Professor of Hospitality Management, University of Missouri
Moderator
David Barrett
Founder & CEO, DBC & Partners Ltd
Panellists
Deokhyun Jo
Executive Director, Gyeongju Hwabaek International Convention Center
1140-1240
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
Venue: Hall B, 3F
Artificial intelligence is rapidly transforming tourism operations, management, and the visitor experience. This breakout session brings together leading academics and industry practitioners to explore how AI-powered tools and digital intelligence can improve forecasting, optimise resources, and enhance personalisation - while addressing ethical and governance challenges. Through expert insights and discussion, participants will examine how research-driven innovation can translate into practical strategies for a more efficient, sustainable, and resilient tourism future.
Salon Session 4-6
Professor Haiyan Song
Chair Professor and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University
Moderator
Professor Bela Stantic
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Panellists
Professor Dan Wang
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Huang Yuzhou
Founder & CEO, WDtrip
Mike Stewart
Regional General Manager, South East Asia, Intrepid Travel
Salon Session 5: Halal Travel in Transition: Building Resilient and Inclusive Destinations
Venue: MR 201 & 202, 2F
The global Muslim travel market is evolving rapidly, shaped by shifting demographics, digital-native travellers, sustainability values, and rising lifestyle expectations. This session marks the official launch of the Halal Travel Trends Report, jointly produced by CrescentRating and Mastercard, presenting data-driven insights into where the market is heading and what destinations need to do to remain relevant and competitive. Beyond the data, the session brings together practitioners from hospitality, destination marketing, and financial services to share what inclusive, resilient strategy looks like in practice. Delegates will leave with a clear understanding of the opportunity, the key gaps, and concrete actions they can take.
Fazal Bahardeen
CEO, CrescentRating & HalalTrip
Salon Session 6: Heritage-Led Tourism: Preserving Identity in a Global Market
Venue: MR 203 & 204, 2F
Cultural and heritage assets are not only symbols of identity, but strategic foundations for resilient destinations. This session explores how destinations are positioning heritage-led tourism as a long-term development strategy - balancing preservation, community value, and global appeal. Case examples will examine how authenticity, policy alignment, and community stewardship can strengthen resilience rather than commodify culture.
Randy Durband
CEO, Global Sustainable Tourism Council (GSTC)
Moderator
Deepak Raj Joshi
CEO, Nepal Tourism Board
Panellists
Jennifer Chun
Director of Tourism Research, Hawaii Tourism Authority/State of Hawaii DBEDT
Hyun Chul Shin
Head of the Glocal Tourism Team, Jeju Tourism Organization
Ji Eun Lee
Program Administrator, Organization of World Heritage Cities Asia-Pacific Regional Secretariat (OWHC-AP)
Lunch
1240-1400
1400-1410
MOU Signing with China Chamber of Tourism
Fostering Deeper Bonds and Meaningful Connections: Hawai‘i’s Approach to Purposeful Tourism
In a world saturated with travel options, destinations that cultivate deeper bonds with travellers create lasting value - for visitors, communities, and local cultures alike. Drawing on Hawai‘i’s uniquely relational tourism model and reflecting on its role as the birthplace of PATA 75 years ago, this presentation connects the Association’s founding values with contemporary approaches to purposeful tourism. The session explores how meaningful connections - rooted in shared experiences, cultural understanding, and mutual respect - can shape destination identity, enhance visitor loyalty, and support sustainable tourism outcomes, offering insights for destinations seeking relevance and resilience in today’s socially conscious travel landscape.
1410-1425
Dr. Aaron Salā
President & CEO, Hawai'i Visitors and Convention Bureau
Aviation, Access and Resilience: Rethinking Connectivity for Growth
Air connectivity underpins tourism growth, yet is increasingly constrained by sustainability goals, capacity limitations, and evolving demand patterns. This session examines how airlines, airports, and destinations are rethinking connectivity strategies to balance access, resilience, and long-term viability, highlighting the importance of collaboration in shaping routes, markets, and future-ready tourism ecosystems.
1425-1440
Mayur (Mac) Patel
Regional Commercial and Industry Affairs Leader - Asia Pacific, Middle East and Africa, OAG Aviation
Future-Proofing Tourism: The New Era of Rapid Upskilling
In an industry defined by rapid digital transformation and shifting global standards, traditional education must keep pace. PATA is proud to officially launch its Micro-Credential Programme, a "Learn. Lead. Prosper." initiative designed to deliver targeted, expert-led knowledge to tourism professionals worldwide.
This session unveils our first three flagship courses, developed by industry experts in the fields of Artificial Intelligence, Sustainability (ESG), and Online Reputation. Join us as we explore how these bite-sized, high-impact learning modules are closing the skills gap and empowering the next generation of tourism leaders.
1440-1525
Moderator
Karen Yue
Group Editor, TTG Asia
Fabrizio Orlando
Director, Government Relations, Tripadvisor
Panellists
Alan Elliott Merschen
Founder, The Sigmund Project; Co-Founder, Myriad MMGY Global (pre-recorded video)
Natasha Montesalvo
Principal Consultant – Destinations, Strategy & Insights, EarthCheck
From Booking to Ecosystem: Rethinking the Connected Travel Journey in ASEAN
As travel platforms evolve beyond single-service transactions, the concept of a fully connected travel ecosystem is becoming central to the future of tourism in Asia Pacific. This session explores how digital travel platforms are redefining the end-to-end traveller journey, integrating flights, accommodation, mobility, and experiences into a more seamless and personalised offering. Drawing on lessons from ASEAN, the speaker will share practical insights into how airline-led platforms are leveraging data, partnerships, and technology to move beyond traditional booking models. The presentation will also highlight key challenges and opportunities in building connected ecosystems in a highly fragmented and competitive landscape, and what this shift means for destinations, tourism stakeholders, and the broader industry.
1525-1540
Nadia Omer
CEO, AirAsia MOVE
1540-1610
Networking Coffee Break
Stories That Matter: Narrative, Culture, and the Future of Experiential Travel
In an age where travel decisions are increasingly shaped by values, identity, and meaningful experiences, the stories destinations tell - and how they tell them - have never been more important. In this session, the speaker explores the power of narrative in shaping global perceptions of place, culture, heritage, and sustainability. Drawing on examples from around the world, the discussion will illuminate how thoughtful storytelling can enhance destination appeal, deepen visitor engagement, and contribute to resilient, culturally grounded tourism development.
1610-1625
1625-1635
Next Destination Presentation
1635-1640
Noor Ahmad Hamid
CEO, PATA
Closing Appreciation
Day 4: Pohang & Gyeongju | Thu, May 14
Half Day Complimentary Tour in Gyeongju or Pohang
In front of Hall B, 3F, HICO
0900-1230
All Day
Departure
The event is proudly supported by
Hosts
Supporting Airline
Policy Forum Sponsor
Breakout Session Sponsor
Official Online Hotel Booking
Event Tech Partner
Youth Sponsor
Premier Media Partner
Supporting Media Partners
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