Programme
Monday, Aug 17
0900-1800
Organiser Hall Move In / Raw Space Build Up
Venue: BCCK
0900-1700
1400-1700
Buyer / Seller / Media Delegate Registrations
Venue: BCCK
PATA Executive Board & Board Members Networking Reception & Life Members Get-Together (By invitation only)
Venue: Commons Café, Old Court House Kuching
1800-2000
Tuesday, Aug 18
Registration for PATA Board Meeting/ Media
Venue: Meeting Room Foyer, G/F Sheraton Kuching Hotel
0900-1800
Registration for PTM Knowledge Forum
Venue: Ballroom Foyer, 1/F, Sheraton Kuching Hotel
0830-1600
0830-1700
Buyer / Seller Delegate Registrations
Venue: BCCK
PTM Knowledge Forum 2026 - (by RSVP only)
Venue: Grand Ballroom, 1/F, Sheraton Kuching Hotel
0900-1600
PATA Media Briefing
Venue: Venue: Meeting Room 3, G/F, Sheraton Kuching Hotel
1100-1200
Executive Board Meeting (EB members only)
Venue: Meeting Room 1 & 2, G/F, Sheraton Kuching Hotel
1400-1530
Coffee Break
Venue: Ballroom Foyer, 1/F, Sheraton Kuching Hotel
1600-1615
1615-1800
PATA Board Meeting (By invitation only)
Venue: Meeting Room 1 & 2, G/F, Sheraton Kuching Hotel
PATA Gold Awards 2026 Gala Dinner sponsored by Macao Government Tourism Office
Venue: Pullman Kuching
Dress code: Lounge suit / Formal business attire / National or cultural outfit
1900-2100
Wednesday, Aug 19
0830-1700
Buyer / Seller / Media Delegate Registrations
Venue: BCCK
0900-0940
Seller-meet-Buyer Open Hall Session
0940-1230
PTM 2026 Business Session 1 (8 Appt.)
0940-0955
Appointment 1
1000-1015
Appointment 2
1020-1035
Appointment 3
1040-1055
Appointment 4
1055-1115
Coffee Break hosted by Sarawak Tourism Board
1115-1130
Appointment 5
1135-1150
Appointment 6
1155-1210
Appointment 7
1215-1230
Appointment 8
1000-1020
PTM 2026 Opening Ceremony
1020-1100
PTM 2026 VIP Tour
1100-1200
PATA Media Briefing
1230-1400
Delegate Lunch hosted by Tourism Malaysia
1400-1730
PTM 2026 Business Session 2 (10 Appt.)
1400-1415
Appointment 9
1420-1435
Appointment 10
1440-1455
Appointment 11
1500-1515
Appointment 12
1515-1535
Coffee Break hosted by Sarawak Tourism Board
1535-1550
Appointment 13
1555-1610
Appointment 14
1615-1630
Appointment 15
1635-1650
Appointment 16
1655-1710
Appointment 17
1715-1730
Appointment 18
Soul of Borneo Gala Evening hosted by Ministry of Tourism Creative Industry & Performing Arts
Venue: VOCO Kuching by IHG
1900-2100
Thursday, Aug 20
0930-1700
Trade Visitors Walk Around
Venue: BCCK
0900-0940
Open Hall Session
0940-1230
PTM 2026 Business Session 1 (8 Appt.)
0940-0955
Appointment 19
1000-1015
Appointment 20
1020-1035
Appointment 21
1040-1055
Appointment 22
1055-1115
Coffee Break hosted by Sarawak Tourism Board
1115-1130
Appointment 23
1135-1150
Appointment 24
1155-1210
Appointment 25
1215-1230
Appointment 26
1230-1400
Delegate Lunch hosted by Hemisphere Corporation Sdn Bhd
1400-1710
PTM 2026 Business Session 4 (9 Appt.)
1400-1415
Appointment 27
1420-1435
Appointment 28
1440-1455
Appointment 29
1500-1515
Appointment 30
1515-1535
Coffee Break hosted by Sarawak Tourism Board
1535-1550
Appointment 31
1555-1610
Appointment 32
1615-1630
Appointment 33
1635-1650
Appointment 34
1655-1710
Appointment 35
Evening
At Leisure
Friday, Aug 21
Destination Experiences hosted by Sarawak Tourism Board
Detailed timing and information coming soon.
0800-1200
All Day
Delegate Departure / Self-paying Tour
PTM Knowledge Forum
“The Next Era: Impactful Partnerships, Purposeful Growth”
Tuesday, Aug 18 @ Grand Ballroom, 1F, Sheraton Hotel
0900-0915
Opening Ceremony
Welcome Remarks by representatives from PATA, the Government of Sarawak, and host partners.
Tourism, Partnerships & Purposeful Growth
An in-conversation session exploring Sarawak’s tourism vision, regional collaboration opportunities, cultural identity, sustainability ambitions, and the future of tourism growth in Asia Pacific.
0915-0945
Keynote: The Next Era of Tourism in Asia Pacific
A high-level keynote exploring how destinations and businesses can achieve meaningful tourism growth through collaboration, innovation, resilience, and evolving market opportunities across Asia Pacific.
0945-1005
1005-1045
Purposeful Growth in an Age of Change
Tourism leaders discuss how destinations and businesses can remain competitive while balancing commercial growth, sustainability expectations, changing traveller behaviour, and geopolitical uncertainty.
Dr Sharzede Salleh Askor
CEO, Sarawak Tourism Board
1045-1100
Coffee Break & Networking
From Vision to Reality: Sustainable Tourism in Action
A series of practical case studies exploring how destinations and tourism stakeholders across Asia Pacific are implementing sustainability strategies, community development initiatives, cultural preservation efforts, and partnership-driven tourism models.
The session will highlight real-world examples of tourism development that balance economic growth, inclusivity, visitor experience, and long-term destination stewardship.
1100-1135
Maria Helena de Senna Fernandes
Director, Macao Government Tourism Office
Siripakorn Cheawsamoot
Director-General, Designated Areas for Sustainable Tourism Administration (DASTA)
Travel Outlook 2027-2029: Markets, Consumers & Emerging Industry Trends
A fast-paced series of presentations examining the trends, traveller behaviours, and market shifts expected to shape tourism and travel trade strategies over the next three to five years.
1135-1210
Japan Outbound Tourism Snapshot 2027
A focused presentation examining the outlook, behaviour, and recovery trajectory of Japan outbound travel and implications for destinations and tourism businesses across Asia Pacific.
1210-1220
Dr. Temesgen Assefa
Chief Consultant, JTB Tourism Research & Consulting Co.
1220-1330
Networking Lunch
Launch of the PATA & CWP Digital Series: Pacific Asia: Tourism with Purpose
Official launch and preview of the new PATA-CWP digital series, featuring a discussion on the role of storytelling, media, and tourism in promoting purposeful growth across Asia Pacific.
1330-1400
Building Impactful Partnerships Across Borders
Exploring how tourism boards, airlines, convention bureaux, hospitality groups, and travel businesses can collaborate to unlock new visitor markets, strengthen regional connectivity, and create new commercial opportunities.
1400-1445
Dmitry Smolnikov
Deputy CEO, Center for Strategic Research (CSR), Discover Russia
Dileep Mudadeniya
Senior Vice President, Global Alliances & Partnerships and Head of Corporate Affairs, John Keells Holdings PLC
AI, Digital Commerce, Sales & the Future Traveller
Exploring how AI, digital platforms, data, and smart destination strategies are reshaping marketing, visitor engagement, travel distribution, and business models across tourism.
1445-1520
Yang Li
Head of Public Affairs, APAC, Booking.com
Communities, Culture & Meaningful Tourism Experiences
How destinations can preserve authenticity while delivering economic opportunities for local communities through culture, heritage, Indigenous tourism, and creative industries.
1520-1550
Moderator:
Andrew Jones
Guardian, Sanctuary Resorts
Somsak Boonkam
Founder and CEO, Local Alike Co. Ltd.
Panellists:
Jessica Yew
Director, Sticky Rice Travel
MOU Signing Ceremony
Signing of the Memorandum of Understanding between Top25 and the Sarawak Tourism Federation (STF)
Format: 5-minute signing and photo opportunity
1550-1555
1555-1600
Closing Remarks
1600-1615
Coffee Break
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