Korea’s (ROK) Gyeongju and Pohang Welcome over 550 delegates at the PATA Annual Summit 2026
Photo (L/R): Henry Oh, Chair, PATA; NamIl Kim, CEO/President, Gyeongsangbuk-do Culture and Tourism Organization; MiGyeong Nam, Executive Director, Culture and Tourism Bureau, Gyeongju-si City; ChanWoo Park, Executive Director, Culture and Tourism & Sports Bureau, Gyeongsangbuk-do Provincial Gov’t; SangHyeon Lee, Executive Director, Tourism & Convention Urban Promotion Bureau, Pohang-si City; and Noor Ahmad Hamid, CEO, PATA, at the ''Celebrating Our Host: Appreciation & Recognition" session during PATA Annual Summit 2026 in Korea (ROK).
Gyeongju, Korea (ROK), May 12, 2026 — The PATA Annual Summit 2026 (PAS 2026), organised by the Pacific Asia Travel Association (PATA), convened over 550 delegates from over 35 destinations—China, India, Maldives, Hong Kong SAR, and UAE—at Lahan Hotel, Pohang, and HICO, Gyeongju, Gyeongsangbuk-do Province.
During the press conference, PATA CEO Noor Ahmad Hamid said, “As an Association, our focus remains clear: to deliver value to our members through knowledge-sharing, practical insights, and meaningful connections. This is reflected not only in our discussions, but also in the way we design our programmes—ensuring they are relevant, actionable, and forward-looking. The future of tourism will depend not only on technology and infrastructure, but on people—on how we attract, train, and empower the next generation of industry talent.”
He added, “I would like to thank our delegates, partners, speakers, youth and student participants, local industry professionals, volunteers, and members of the media for contributing to the energy and success of this Summit, and for being part of this journey.”
Held under the theme “Navigating Towards a Resilient Future”, the Summit had has brought together more than 60 speakers, moderators, and panellists from leading organisations in both public and private sectors, such as UN Tourism, Azerbaijan Tourism Board, Guam Visitors Bureau, Global Sustainable Tourism Council (GSTC), Plaza Premium Group, Amadeus, and AirAsia MOVE, to name a few.
Highlights from the main conference include:
Sustainable Tourism Governance in a Post-APEC Landscape
Digital Tourism at a Crossroads: Platforms, Data and Destination Resilience
Navigating Economic Uncertainty: Global Trends Shaping Travel and Tourism
The Next Chapter of Destination Marketing: Trends Shaping the Road Ahead
Strategic Opportunities for Travel & Tourism in an Ever-changing World
Across the three-day programme, the event encompasses PATA Youth Symposium, Industry and Education Roundtables, Executive Board and Board Meetings, the Annual General Meeting, Policy Forum, conference plenaries, breakout salons, and immersive Destination Experiences across Gyeongju and Pohang.
From Vision to Legacy: PATA at 75
“Seventy-five years ago, in 1951, PATA was founded with a bold vision for tourism in Asia Pacific,” said Hamid in his conference opening remarks. “That vision helped shape an organisation that would grow alongside one of the most dynamic tourism regions in the world.”
As 2026 marks PATA’s 75th Anniversary, the Summit programme proudly features commemorative activities celebrating the Association’s legacy in Asia Pacific tourism. Delegates are encouraged to engage with interactive historical exhibitions and participate in games highlighting key milestones, achievements, and defining moments throughout PATA’s journey.
Additionally, PATA recognised long-standing members with the Long-standing Member Awards and commemorative certificates in appreciation of their enduring support and relationship with the Association.
Other Event Highlights Include
Strengthening Connections and Leadership in Asia Pacific Tourism
On May 11 and the morning of May 12, PATA convened a series of leadership discussions and stakeholder dialogues, including the Industry Roundtable, Education Roundtable, and PATA Policy Forum, creating opportunities for tourism leaders, educators, and industry partners to exchange perspectives on the future of the visitor economy across the Asia Pacific region.
These sessions took place alongside key governance meetings, including the Executive Board Meeting, Board Meeting, and Annual General Meeting, where PATA leadership and those in attendance discussed the priorities and initiatives influencing PATA’s strategic direction.
Unveiling of PATA Small Garden May 12
On the second day of the event, the PATA Small Garden—a monument commemorating the hosting of the 75th PATA Annual Summit in Gyeongju in 2026—was unveiled at the Bomun Tourist Complex Watermill Garden.
PAS 2026 Gala Dinner May 12
The PAS 2026 Gala Dinner will be 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 an outdoor fashion show.
VIPs who will be attending 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
NamIl Kim, CEO/President, Gyeongsangbuk-do Culture and Tourism Organization
The Launching of the PATA Microcredentials Course on May 13
PATA will unveil the Micro-Credentials Programme, offering accessible, expert-led learning pathways in areas such as digital transformation, sustainability, and emerging technologies. The programme aims to equip tourism professionals with the capabilities needed to lead in an increasingly complex and fast-changing environment.
The Summit was co-hosted by the Korean Ministry of Culture, Sports and Tourism; Gyeongsangbuk-do Province; the cities of Gyeongju and Pohang; and Gyeongsangbuk-do Culture and Tourism Organization.
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.