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: Meeting Room 3, G/F, Sheraton Kuching Hotel
0945-1045
1400-1530
Executive Board Meeting (EB members only)
Venue: Meeting Room 1 & 2, G/F, Sheraton Kuching Hotel
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
0800-1200
Destination Experiences hosted by Sarawak Tourism Board
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
Opening Ceremony
Welcome Remarks by PATA and Sarawak Tourism Baord.
0900-0915
Henry Oh
Chair, PATA
Dr Sharzede Salleh Askor
CEO, Sarawak Tourism Board
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
Eugene Tang
Chief Development Officer, South China Morning Post
Interviewer:
Dato Sri Abdul Karim Rahman Hamzah
Honourable Minister of Tourism, Creative Industry & Performing Arts, Sarawak
Interviewee:
0945-1015
Coffee Break & Networking
The Next Era of Travel: Global Business Trends Shaping Tourism's Future
As the global business landscape continues to evolve, travel and tourism faces new opportunities and challenges driven by geopolitical developments, economic shifts, technological innovation, and changing consumer expectations. In this keynote presentation, the session will explore the global trends and strategic forces expected to shape the travel industry over the next three to five years, providing valuable insights for destinations, tourism organisations, and businesses preparing for the next era of grow
1015-1035
Gary Bowerman
Managing Director, Check-in Asia
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.
1035-1045
Dr. Temesgen Assefa
Chief Consultant, JTB Tourism Research & Consulting Co.
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.
1045-1120
Yang Li
Head of Public Affairs, APAC, Booking.com
Moderator:
Morshidi Fredrick
Permanent Secretary, Ministry of Tourism, Culture and Performing Arts, Sarawak
Panellists:
Maria Helena de Senna Fernandes
Director, Macao Government Tourism Office
Siripakorn Cheawsamoot
Director-General, Designated Areas for Sustainable Tourism Administration (DASTA)
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.
1120-1200
Moderator:
Sarah Mathews
CEO, e-Tourism Frontiers
Panellists:
Dr Sharzede Salleh Askor
CEO, Sarawak Tourism Board
Adela Issachar Aru
Chief Executive Officer, Vanuatu Tourism Office
Eric Fong
Marketing Director, Macau International Airport Company Ltd.
Networking Lunch
1200-1330
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.
1330-1405
Yang Li
Head of Public Affairs, APAC, Booking.com
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.
1405-1415
Bracken Hollings
Head of Content & Storytelling, Content With Purpose
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.
1415-1500
Lizam Dorji
CEO, MICE Bhutan
Moderator:
Dmitry Smolnikov
Deputy CEO, Center for Strategic Research (CSR), Discover Russia
Panellists:
Megat Ardian Wira Mohd Aminuddin
CEO, AirBorneo
Dileep Mudadeniya
Senior Vice President, Global Alliances & Partnerships and Head of Corporate Affairs, John Keells Holdings PLC
Lujaina Al Maskari
Head of Conferences Division, Oman Convention Bureau
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.
1500-1540
Moderator:
Andrew Jones
Guardian, Sanctuary Resorts
Somsak Boonkam
Founder and CEO, Local Alike Co. Ltd.
Panellists:
Jessica Yew
Director, Sticky Rice Travel
Partnership & MOU Signing Ceremony
Memorandum of Understanding Signing between Top25 and the Sarawak Tourism Federation (STF)
Memorandum of Understanding Signing between PATA and Global Business Travel Association (GBTA)
1540-1550
1550-1600
Closing Remarks
1600-1615
Coffee Break
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