Official Hotel Special Offer Booking Closes April 20
Official Hotel Special Offer Booking Closes April 20
PATA Annual Summit 2026 (PAS 2026)
A convention of global tourism leaders and professionals in Korea (ROK), PAS 2026 will be co-hosted by the cities of Gyeongju and Pohang, alongside Gyeongsangbuk-do Province, and Gyeongsangbuk-do Culture and Tourism Organization (GCTO).
The Summit will comprise a one-day meeting, a two-day conference, and a half-day destination experience across the two cities. Guided by the theme Navigating Towards a Resilient Future, PAS 2026 will explore how destinations can adapt, transform, and thrive amid shifting global realities. Key discussions will focus on regional tourism innovation driven by AI and cutting-edge technologies, sustainable post-APEC tourism development rooted in ESG principles, and the advancement of global heritage tourism through the stewardship of cultural heritage assets.
Coinciding with PATA’s 75th Anniversary, the Summit promises to honour the Association’s enduring legacy while setting bold directions for the future of tourism across the Asia Pacific region.
Located in southeastern Korea (ROK), Gyeongsangbuk-do, or North Gyeongsang Province, has a diverse landscape that ranges from forested highlands to coastal areas, as well as history and cultural heritage that dates back centuries. The region presents ample opportunities for visitors to explore traditional Korean heritage, including preserved temples, historic villages, and local craftsmanship that reflect centuries-old customs. Additionally, Gyeongju and Pohang are, respectively, known as the cultural and industrial heartlands of Korea (ROK).
Programme
All Day
Registration
Morning
PATA EB Meeting
PATA Youth Symposium
Afternoon
Industry / Education Roundtable
PATA Board Meeting
Evening
PATA EB & Board & PATA Awards Presentation Dinner
Mon, May 11
Lahan Hotel, Pohang
*3 tour options will be provided across Pohang and Gyeongju. The GJ tour is offered to only delegates staying in GJ. PH tours are offered to all delegates.
All Day
Registration
Morning
PATA Annual General Meeting
PATA Chapter Meeting
PATA Policy Forum
Afternoon
Conference
Press Conference
Evening
PAS 2026 Gala Dinner
Tue, May 12
HICO, Gyeongju
All Day
Registration
Conference
Wed, May 13
HICO, Gyeongju
All Day
Departure
Morning
Half-day Complimentary Tour in Gyeongju or Pohang
Thu, May 14
Gyeongju / Pohang
Speakers
Noor Ahmad Hamid
CEO, PATA
Sharlene Batin
Assistant Secretary, Philippines Department of Tourism
Florian Sengstschmid
CEO, Azerbaijan Tourism Board
Dr. Aaron Salā
President & CEO, Hawai'i Visitors and Convention Bureau
David Mann
Chief Economist, Asia Pacific, Mastercard Economics Institute
Fabrizio Orlando
Director, Government Relations, Tripadvisor
Randy Durband
CEO, Global Sustainable Tourism Council (GSTC)
Song Hoi See
Founder & CEO, Plaza Premium Group
Jackson Pek
Chief Corporate & Legal Affairs Officer, Amadeus
Jessie McComb
Senior Tourism Industry Specialist, Asian Development Bank (ADB)
Jennifer Chun
Director of Tourism Research, Hawaii Tourism Authority
Hyun Chul Shin
Head of the Glocal Tourism Team, Jeju Tourism Organization
Simon Moriarty
VP, Syndicated Research, MMGY Global
Yang Li
Head of Public Affairs, APAC, Booking.com
Nadia Omer
CEO, AirAsia MOVE
Ning Guoxin
Chief Government Affairs Officer, U-Tour Group
Eugene Tan
Chief Development Officer, South China Morning Post
Sarah Mathews
CEO, e-Tourism Frontiers
George Cao
Co-founder & CEO, Dragon Trail International
Deokhyun Jo
Executive Director, Gyeongju Hwabaek International Convention Center
Mayur (Mac) Patel
Regional Commercial and Industry Affairs Leader, Asia Pacific, Middle East and Africa, OAG
Natasha Montesalvo
Principal Consultant – Destinations, Strategy & Insights, EarthCheck
Professor Haiyan Song
Chair Professor and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University
Sunny Chang
Director, Global Business Development, Tidesquare
Soon-Hwa Wong
PATA Ambassador for Greater China
Professor Bela Stantic
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Professor Dan Wang
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Alan Elliott Merschen
Founder, The Sigmund Project; Co-Founder, Myriad MMGY Global
Karen Yue
Group Editor, TTG Asia
Huang Yuzhou
Founder & CEO, WDtrip
Fazal Bahardeen
Founder & CEO, CrescentRating & HalalTrip
David Barrett
Founder & CEO, DBC & Partners Ltd
Dae-Young Kim
Professor of Hospitality Management, University of Missouri
Jonathan Low
CEO, Global Success Learning Academy
Registration
Destination Experience
May 11, 2026, 9 AM - 12:30 PM | Booking link will be sent to registered delegates via email. First-come-first-served.
Exp. 1- Korean Traditional Dessert (Dasik) Making
Gyeongju | For delegates staying in Gyeongju only
This experience introduces participants to the art of crafting black sesame flower dasik, a dessert that reflects the elegance of Korean tea culture. Using black sesame powder sourced from local farms, the base dough is carefully prepared to achieve a smooth texture and deep, nutty flavour.
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Dasik is a traditional Korean confection traditionally enjoyed with tea, appreciated for its subtle sweetness and refined appearance.
This experience introduces participants to the art of crafting black sesame flower dasik, a dessert that reflects the elegance of Korean tea culture. Using black sesame powder sourced from local farms, the base dough is carefully prepared to achieve a smooth texture and deep, nutty flavor.
Natural plant-based powders create soft, vibrant colors, which are shaped with traditional molds into delicate floral designs. Each step invites careful attention and a steady hand, transforming simple ingredients into a beautifully detailed confection.
More than a cooking activity, this experience offers a glimpse into Korea’s aesthetic sensibility—where food is not only tasted, but thoughtfully shaped and presented.
Exp. 2- Mother-of-Pearl Mirror-Making
Pohang | For all delegates
In this hands-on activity, participants will design and create their own mother-of-pearl mirror while learning about Korea’s intricate artistic heritage. Finely cut pieces are carefully arranged onto the mirror surface to form elegant patterns, requiring patience and attention to detail.
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Mother-of-pearl is a traditional Korean craft known for its luminous shimmer created through delicate seashell inlay. Its iridescent surface reflects light in subtle tones, embodying refinement and elegance in Korean decorative art.
As a coastal city, Pohang has a deep connection to the sea. Using seashell materials inspired by the local marine environment, this experience reflects the city’s natural identity and carries special local meaning.
In this hands-on activity, participants will design and create their own mother-of-pearl mirror while learning about Korea’s intricate artistic heritage. Finely cut pieces are carefully arranged onto the mirror surface to form elegant patterns, requiring patience and attention to detail.
Through this calm and creative journey, tradition and personal expression come together—resulting in a meaningful cultural experience and a unique handmade keepsake.
Exp. 3- Healing Experience (Singing Bowl & Foot Bath)
Pohang | For all delegates
In a calm and comfortable setting, participants can enjoy two restorative activities: a gentle sound meditation using singing bowls and a warm foot bath. The clear resonance of the singing bowls helps ease tension and quiet the mind, guiding the body into a relaxed and grounded state.
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Located near Naeyeonsan Mountain in Pohang, this healing experience offers a meaningful opportunity to pause and restore balance away from the busyness of daily life.
In a calm and comfortable setting, participants can enjoy two restorative activities: a gentle sound meditation using singing bowls and a warm foot bath. The clear resonance of the singing bowls helps ease tension and quiet the mind, guiding the body into a relaxed and grounded state.
At the same time, the warm foot bath soothes tired muscles, encourages circulation, and provides a comforting sense of physical and mental relaxation.
Blending mindfulness and comfort, this programme offers a soothing pause—leaving you feeling balanced, peaceful, and refreshed.
Complimentary Half-day Tours
May 14, 2026, 8 AM - 12:20 PM | Booking link will be sent to registered delegates via email. First-come-first-served.
Tour 1- Gyeongju UNESCO Heritage Exploration
Gyeongju | For delegates staying in Gyeongju only
Gyeongju, a city that carries the legacy of a thousand years. Once the capital of the Silla Kingdom, this historic city preserves a quiet beauty where the past and the present exist in harmony.
📍Seokguram Grotto & Bulguksa Temple
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🕗 8:40 AM - 12:20 PM
This tour takes participants to two of Korea’s most treasured UNESCO sites—Bulguksa Temple and Seokguram Grotto. Nestled along the mountain slopes, Bulguksa Temple is renowned for its graceful architecture and iconic stone pagodas, embodying the spiritual depth and artistic refinement of Silla Buddhist culture.
The journey continues to Seokguram Grotto, located on the hillside of Mount Toham. Here, visitors encounter the serene granite Buddha statue, widely regarded as one of the finest masterpieces of Buddhist sculpture in the world. Within the carefully constructed stone chamber, the remarkable craftsmanship and philosophical ideals of the 8th century are beautifully preserved.
More than a visit to historical sites, this experience is a journey into the aesthetic and spiritual world of the Silla Kingdom. Surrounded by landscapes where architecture, nature, and faith exist in harmony, participants are invited to discover the timeless beauty of Korea’s cultural heritage.
Tour 2- Timeless Gyeongju: From Silla Heritage to Hwangridan-gil
Gyeongju | For delegates staying in Gyeongju only
Gyeongju offers a rare opportunity to experience both the legacy of the Silla Kingdom and the lively charm of modern Korean culture within a single walk. This tour explores the historic heart of the ancient capital while revealing how the city continues to evolve today.
📍Cheomseongdae Observatory, Daereungwon Tomb Complex & Hwangridan-gil
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🕗 9:00 AM - 12:20 PM
The experience begins at Cheomseongdae, one of the oldest surviving astronomical observatories in East Asia and a remarkable testament to the scientific knowledge of the Silla Kingdom. Nearby, the gentle grassy mounds of the Daereungwon Tomb Complex mark the resting places of Silla royalty, offering a striking glimpse into the power and prestige of Korea’s ancient rulers.
The tour then leads to Hwangridan-gil, a vibrant cultural street where beautifully restored hanok houses now host cafés, galleries, and boutique shops. Blending tradition with contemporary creativity, the area has become one of Gyeongju’s most beloved gathering places.
From royal tombs to lively streets, this journey reveals a different side of Gyeongju—one where history and modern life naturally meet.
Tour 3- Discover Pohang: Space Walk & Hwanho Botanical Garden
Pohang | For all delegates
Pohang, a vibrant coastal city on Korea’s east coast, blends natural beauty with modern creativity. This tour offers a special opportunity to explore one of the city’s newest attractions before experiencing its iconic landmark.
📍Hwanho Botanic Garden & Space Walk
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🕗 8:00 AM - 12:20 PM
The journey begins at Hwanho Botanic Garden, a compact yet charming garden located near Hwanho Park. The garden features a diverse collection of tropical and subtropical plants, highlighted by a large artificial waterfall that creates a striking focal point.
The tour then continues to Space Walk, an iconic landmark of Pohang. Designed as both a piece of public art and an interactive observation experience, the structure invites visitors to walk along its elevated, curved pathways while enjoying sweeping views of the city skyline and coastline. With its twisting and rising walkways high above the ground, Space Walk is especially recommended for those who enjoy a thrilling and adventurous experience.
Official Hotels
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Lahan Pohang Hotel
1 hour ride from HICO, Gyeongju (transfer provided). Official venue for May 11 Board Meeting.
Deluxe Double - Breakfast for 1 person included: US$ 127
Corner Suite - Breakfast for 1 person included: US$ 224 -
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Hilton Gyeongju, 힐튼 경주
2-min walking distance from HICO
Deluxe Double - Breakfast for 1 person included: US$ 199
Deluxe Twin - Breakfast for 1 person included:US$ 199 -
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The-K HOTEL GYEONGJU, 더케이호텔 경주
0.31KM from HICO
Deluxe Twin - Breakfast for 1 person included: US$ 125
Sky Deluxe Twin - Breakfast for 1 person included: US$ 125.00Rate applicable between May 11-15 only.
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LAHAN SELECT GYEONGJU, 라한셀렉트 경주
1.67KM from HICO
Deluxe Twin - Breakfast for 1 person included: US$ 150
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SONO CALM GYEONGJU, 소노캄 경주
1.08KM from HICO
Deluxe Suite A (Clean/View Free/1 Double, 1 Single) - Breakfast for 1 person included: US$ 210
Locations of venues and official hotels. Click to expand.
Please refer to the event programme schedule when booking your accommodation. On May 11, transfer from GJ to PH will be provided in the morning and after dinner.
Shuttle bus service will be provided between Pohang (Lahan Hotel) and Gyeongju (HICO) for delegates during May 11-13.
Throughout the event, shuttle service is ONLY provided for official hotels.
Booking deadline for official hotels are April 20; all bookings are subject to room availability.
Hotel cancellation policies vary between hotels. Please review the specific terms prior to making your payment.
If you are seeking additional accommodation options or a more flexible pricing structure, explore your available choices through HotelPlanner!
Hotelplanner is a trusted hotel booking platform and PAS 2026 Official Hotel Booking Platform.
Gyeongsangbuk-do’s largest city, Pohang, is a charming coastal destination known for distinctive landmarks such as the Hands of Harmony sculpture and the Hwanho Park Space Walk, a curving walkway which provides panoramic views of the city, coastline, and surrounding nature. To the south, Gyeongju is a UNESCO World Heritage Site and is often referred to as "the museum without walls" due to its wealth of historical sites. Once the capital of the ancient Silla Kingdom, Gyeongju is now home to key landmarks such as the Royal Tombs, Cheomseongdae—the world’s oldest surviving astronomical observatory—and Gyeongju Tower.
Sponsorship
Maximise Your Brand Exposure at PATA’s Premier Event
PATA Annual Summit is a global platform that brings together industry shapers and senior decision-makers Asia Pacific tourism’s key conversations through high-level meetings and conference with a wide array of topics. Spotlight your business expertise, lead industry-forward conversations, and tap into a tight-knit community to enhance your Asia Pacific market presence.
Demonstrate Thought Leadership
Position your brand as a primary industry authority by delivering your expert insights at a 45-60 minute breakout session for 100 delegates.
Lead the Strategic Dialogue
Shape the industry narrative by hosting an exclusive, high-stakes 90-minute roundtable for key decision-makers.
Curate Your Ideal Network
Secure unfettered access to your high-priority audience through an exclusive, intimate lunch session.
Solidify Regional Visibility
Enhance your APAC market presence and foster strategic partnerships via a dedicated branding and networking station.
Check out the sponsorship prospectus to explore more opportunities at PAS 2026, or contact us at Sponsorship@PATA.org to tailor a partnership that best suits your business goals.
Official Transfer
Arrival transfer to official hotels will be provided from (1) Gimhae Int'l Airport (Busan), (2, 3) Pohang / Gyeongju KTX train stations, and (4, 5) Pohang / Gyeongju Intercity Bus Terminals. Delegates can choose to fly directly to Busan, or fly to Incheon International Airport (Seoul) and take a KTX train or Bus to the cities. Arrival transfer is not provided from Incheon Int’l Airport (Seoul)
Getting There
Below are some options for you to get from Seoul to Pohang / Gyeongju to be picked up.
From Seoul (Incheon International Airport) to Pohang
From Incheon Airport, take AREX (Airport Railroad) to KTX Seoul Station (around 45-60 min, $3~$7). From there, the KTX ride to Pohang Station takes about 2.5hr (~$53).
Total travel time: Approximately 3.5 - 4 hours
From Incheon Airport Terminal 1 or 2, take the Airport Limousine Bus to Pohang Intercity Bus Terminal.
Travel time & price: 6 hours, $33~$40
From Seoul (Incheon International Airport) to Gyeongju
From Incheon Airport, take AREX (Airport Railroad) to KTX Seoul Station (around 45-60 min, $3~$7). From there, the KTX ride to Gyeongju Station takes about 2-3hr (~$50).
Total travel time: Approximately 3.5 - 4 hours
From Incheon Airport Terminal 1 or 2, take the Airport Limousine Bus to Gyeongju Intercity Bus Terminal.
Travel time & price: ~4.5 hours, $28.5~$38
If you are arranging your own transportation from Busan (Gimhae International Airport) to Pohang / Gyeongju:
From Busan (Gimhae International Airport) to Pohang
From Gimhae Airport Platform 2 (International Terminal) or Platform 4 (Domestic Terminal), take the Airport Limousine Bus to Pohang Intercity Bus Terminal/Pohang City Hall.
Travel time & price: 1.5-2 hours, $8.5~$11
From Busan (Gimhae International Airport) to Gyeongju
From Gimhae Airport Platform 2 (International Terminal) or Platform 4 (Domestic Terminal), take the Airport Limousine Bus to Gyeongju Intercity Bus Terminal.
Travel time & price: 1-2 hours, $7~$12
Stay Updated on PAS 2026
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The event is proudly supported by
Hosts
Supporting Airline
Breakout Session Sponsor
Official Online Hotel Booking
Event Tech Partner
Youth Sponsor
Premier Media Partner
Supporting Media Partners
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