Sarawak to Host PATA Travel Mart 2026
BANGKOK, August 18, 2025 – The Pacific Asia Travel Association (PATA) is pleased to announce that PATA Travel Mart 2026 (PTM 2026) will take place in Sarawak, Malaysia at the Borneo Convention Centre Kuching (BCCK) from August 18 - 20, 2026. The event, generously endorsed by the Ministry of Tourism, Creative Industry and Performing Arts of Sarawak, hosted by the Sarawak Tourism Board, and supported by the Business Events Sarawak, marks the first time the Association’s signature travel trade exhibition is set to take place in the destination.
PATA CEO Noor Ahmad Hamid stated, “We extend our sincere appreciation to the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, the Sarawak Tourism Board (STB), and Business Events Sarawak for recognising the strategic importance of the tourism economy and for their commitment to hosting PATA Travel Mart 2026. As a long-standing and valued member, STB has consistently supported a wide range of collaborative initiatives over the years. PTM 2026 will not only align with the Visit Malaysia 2026 campaign and PATA’s 75th Anniversary, but also mark STB’s 45th year of membership with the Association, making it a truly special occasion for Sarawak, PATA, and all participants.”
“We look forward to welcoming our community and stakeholders to Sarawak and showcasing the destination’s remarkable strengths in both business and leisure — and highlight how there is always ‘More to Discover’ in Sarawak.”
STB CEO Sharzede Datu Haji Salleh Askor said, “Hosting PATA Travel Mart 2026 is a milestone for Sarawak and a testament to our growing presence on the global tourism stage. It is our opportunity to present Sarawak’s cultural heritage, biodiversity, and business-ready infrastructure to the world, while underscoring our commitment to sustainable and regenerative tourism. This event complements Visit Malaysia 2026 and will strengthen our ties with international industry leaders, creating lasting partnerships that benefit our communities and tourism stakeholders. We look forward to welcoming the world to Sarawak, where there is always ‘More to Discover’.”
A PATA member since 1981, STB has been a dedicated partner in advancing PATA’s initiatives in promoting destination resilience and sustainability. Sarawak was one of the Asia Pacific destinations to implement the Tourism Destination Resilience (TDR) capacity building programme, launched in collaboration with PATA in 2024. The two organisations also continue to collaborate on strategic initiatives, including carbon offset projects, joint advocacy and policy development, sustainable urban tourism, biodiversity conservation, and capacity building for green hospitality.
With a strong foundation of collaboration already in place, Sarawak is the ideal host for PTM 2026. The destination is a strategic location to convene global tourism professionals committed to shaping a more sustainable and inclusive future for the industry.
Further details about PATA Travel Mart 2026 will be shared in due course.
Registration for PTM 2026 is now open. Interested parties are invited to register by contacting the PATA Events Department at Events@PATA.org.
About PATA Travel Mart
PATA Travel Mart is among the longest-running B2B travel trade exhibitions in the Asia Pacific region. The event provides a dynamic platform for connecting global buyers and sellers across a wide spectrum of the tourism sector—from luxury travel and hospitality to adventure, aviation, wellness, cultural tourism and more. PTM 2026 is expected to welcome participants from over 60 destinations worldwide, facilitating more than 10,000 targeted business appointments during its two-day programme.
About Sarawak, Malaysia
A kaleidoscope of culture, adventure, nature, food and festivals: is the best description for Sarawak. Sarawak comprises 34 ethnic tribes with their own unique traditions, lifestyles, music and food, while sharing their warm hospitality. Malaysia’s largest state, Sarawak, endowed with some of the oldest rainforests on Earth. Its vast landscape spans over 120,000 sq kms, with towering mountains and cool highlands, jagged limestone formations and mysterious cave systems, winding rivers and quiet beaches; where adventures are waiting to happen. Festivals are hosted throughout the year celebrate the eclectic blend of modern and traditional culture, food, music and religious practices that can be found nowhere else. In Sarawak, there is always ‘More to Discover’.
About Sarawak Tourism Board
Sarawak Tourism Board is the key promoter for Sarawak. STB is a winner of the Asia Pacific Excellence Awards 2016 by Asia-Pacific Association of Communications Directors (APACD) and has received the ASEAN PR Excellence Award 2015 Gold Award. The Rainforest World Music Festival is a five-time Top 25 Best International Festivals recognised by Songlines World Music Magazine (2011 – 2015). Meanwhile, the Rainforest World Music Festival and Borneo Jazz Festival Virtual Experiences were recognised by World Responsible Tourism Awards 2021 as ‘Ones to Watch’ under Destinations Building Back Better Post-Covid and the virtual experience of the 2021 Rainforest World Music Festival won the PATA Gold Awards 2022 under Sustainability and Social Responsibility Category for Culture. Sarawak Tourism Board also won the Golden City Gate 2019 five-star award, Marketing Excellence Awards 2021 for Excellence in Mobile Marketing (bronze) and PATA Gold Awards 2022 its destination video entitled ‘A Journey Awaits’ under the marketing category.
STB was honoured with the "Nation’s Pride Award" in Tourism Promotion Excellence at the BrandLaureate BestBrands Awards for the year 2022-2023. Additionally, at the Malaysia Public Relations Awards (MPRA) 2023, STB's campaign for the Rainforest World Music Festival titled "The Comeback Stronger Brand Story" was recognized with the Campaign of the Year award. STB also secured the Gold Award for Product Brand Development (B2C) under the theme "Comeback Stronger", acknowledging its compelling narrative emphasizing sustainability practices. STB received the Best Global PR Campaign Award at the DAVOS World Communications Forum Award (WCFA) 2023.
In 2024, STB was awarded the Bronze Award in the Transportation, Travel & Tourism category at the Putra Aria Brand Awards and the Special Award for Covid-19 (Sia Sitok Sarawak) at the Sarawak Hornbill Tourism Award 2024. STB also received the Tourism Board Campaign of the Year - Malaysia at the Travel Daily Media: Travel Trade Excellence Awards, along with two accolades at the Malaysia Public Relations Awards (MPRA) 2024: Product Brand Development B2C - From Local to Global: Sia Sitok empowers Sarawak’s tourism players, boosting local economies, and Campaign of the Year for the same initiative. Additionally, STB was named Brand of the Year in Tourism Promotion & Development at The BrandLaureate Brand of the Year Award 2024.
In 2025, Sarawak was recognized with the Most Promising New Destination award at the OTM’s Excellence Award 2025. STB also received the One to Watch Award by the International Centre for Responsible Tourism in Southeast Asia (ICRT-SEA), the Best Performance Award at the 40th Seoul International Travel Fair, and the Bronze HSMAI Adrian Award in the Advertising Division, Brand Campaign Category for the “Gateway to Borneo” campaign.
