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PATA Knowledge Forum 2025
“Designing Meaningful Tourism for a Changing World”
Tuesday, August 26 @ Meeting Room 109, QSNCC
Held in conjunction with the PATA Travel Mart 2025, the PATA Knowledge Forum 2025 is set to cover major trends and movements in the travel and tourism sectors, paving the way for a future-ready Asia Pacific tourism industry.
0900-0905
Welcome by Master of Ceremonies
0905-0920
Opening Remarks by PATA and TAT
Peter Semone
Chairman, PATA
Speakers:
Thapanee Kiatphaibool
Governor, Tourism Authority of Thailand
0920-0930
Noor Ahmad Hamid
CEO, PATA
Setting the Stage
0930-0940
Invitation to PATA Travel Mart 2026
Sharzede Datu Haji Salleh Askor
CEO, Sarawak Tourism Board
Powering Seamless Journeys: eSIMs and the Future of Connected Travel
In today’s digital-first world, staying connected is no longer a luxury—it's a travel essential. Join Holafly, one of the world’s top-rated eSIM providers and the sponsor for the PATA Knowledge Forum, to discover how eSIM technology is transforming the travel experience for both consumers and businesses. Learn how Holafly’s Travel Partner Program enables tourism partners to offer unlimited data in over 200 destinations, with 24/7 multilingual support, creating added value and revenue opportunities. This session spotlights how simple tech solutions can elevate customer satisfaction, unlock new markets, and align with the future of smart, meaningful travel.
0940-0945
Phattra Jungpol
B2B Partnership Director - APAC, Holafly Limited
Opening Keynote: Beyond Silk, Beyond Thailand: Jim Thompson’s Journey in Redefining Thai Soft Power
As Thailand advances its Soft Power strategy, few brands embody its cultural and creative strengths like Jim Thompson. In this inspiring keynote, discover how the iconic silk house is transforming from a beloved souvenir and gift brand into Asia’s first global lifestyle brand - anchored in heritage yet resonating with a new generation of customers Through immersive experiences at the Jim Thompson Heritage & Creative Quarter, bold international collaborations, and innovative product extensions, the brand showcases how to blend tradition, storytelling, and lifestyle appeal to capture global attention. From Gen Z engagement to cinematic partnerships, this is a masterclass in building a brand that not only drives tourism but also elevates a nation’s identity on the world stage.
0945-1005
Frank Cancelloni
Group CEO, Jim Thompson
Capturing the Imagination of Chinese Travelers: Thailand’s Path to Excellence
Capturing the imagination of Chinese travelers is not just about marketing campaigns or new attractions — it’s about understanding their aspirations, values, and evolving travel behaviors. For Thailand, this means combining its timeless charm with fresh experiences that speak directly to the Chinese traveler’s heart. It’s about protecting and enhancing the tourism assets that make Thailand unique, while ensuring every touchpoint — from planning to post-trip memories — reflects quality, hospitality, and cultural connection. Today, we’ll explore how Thailand can build on its strengths, address the gaps, and chart a path to excellence that keeps Chinese visitors coming back, again and again.
1005-1045
Peter Semone
Chairman, PATA
Moderator:
Xiaolong Yang
Counsellor（Cultural Affairs), Embassy of the People's Republic of China in the Kingdom of Thailand
Speakers:
Xiaodong Ji
Chairman, China Chamber of Tourism
Jason Wang
COO, Global Tourism Economy Forum (GTEF); Executive Director, Global Tourism Economy Research Centre
1045-1110
Networking Coffee Break
Aviation Outlook + Aviation Connectivity in 2025: Observations from the Post-Pandemic Recovery
This session highlights current trends in air connectivity, traveller flows, and capacity, as well as forward-looking implications for tourism recovery and regional route development. With OAG as the exclusive data partner, in this Deloitte report, discover fresh insights into the current state of aviation across Asia Pacific.
1110-1140
Mayur Patel
Head of Asia, OAG
Speakers:
Thomas Pellegrin
Asia Pacific Aviation Leader, Deloitte
Voices of the Future: Next-Gen Perspectives on Tourism’s Evolving Workforce
What does the future of tourism look like through the eyes of tomorrow’s leaders? This session brings together rising voices from Gen Z and Millennials - young professionals and students - who share their expectations, aspirations, and ideas for building a more inclusive, innovative, and fulfilling tourism industry. From skills development and workplace values to leadership and purpose, hear what matters most to those helping shape tourism’s next chapter.
1140-1210
Moderator:
Mike Stewart
Regional General Manager Southeast Asia, Intrepid
Speakers:
Yeji Cho
Korea Tourism Organization
Aung Zwe Wint
Assistant Advisor, Bangkok University Student Chapter and Intern, PATA
Thet Hnin Ko Ko (Alice)
Hospitality Management Student, Dusit Thani College
1210-1320
Networking Lunch hosted by Sarawak Tourism Board
1320-1340
The AI Horizon: Redefining Travel in the Age of Intelligent Experiences
As artificial intelligence moves from concept to everyday reality, its impact on travel is profound. This session from Google looks ahead to how AI will continue to shape the traveller journey - from inspiration and planning to on-the-go decision-making - transforming what travellers expect and how the industry responds. Gain insight into the future of intelligent travel experiences, and see how Google’s evolving AI-powered products are unlocking new opportunities for destinations, brands, and travellers alike.
Chiranan Kunpalin
Senior Client Partnerships Lead, Google, Thailand
Towards a Meaningful Tourism Economy
What does it mean to create a tourism economy that delivers more than financial returns? This session explores how tourism stakeholders are turning vision into action - embedding purpose, equity, and authenticity across the visitor economy. Anchored in the aspiration of a meaningful Pacific Asia tourism economy, the discussion will highlight how tourism can be a force for good: uplifting communities, celebrating cultural diversity, and protecting our region’s shared resources for future generations.
1340-1410
Moderator:
Alex Rayner
Executive Board Member, PATA
Speakers:
Peter Semone
Chairman, PATA
Siripakorn Cheawsamoot
Director General, Designated Areas for Sustainable Tourism Administration (DASTA)
Prof. Dr. Wolfgang Georg Arlt
Executive Director, Meaningful Tourism Center
Tourism Reimagined: What to Keep, Let Go, and Transform
Tourism is evolving — and so must the ways we think, plan, and lead. In this fast-paced, interactive session, participants will explore key challenges facing the industry today, reflect on outdated assumptions, and co-create fresh insights for more meaningful, resilient, and people-centred tourism. Using real-world scenarios and guided discussion prompts, participants will work in small teams to explore what needs to be kept, let go, or transformed. The session includes live polling, collaborative dialogue, and group sharing — concluding with reflections and insights from the two facilitators.
1410-1455
Jonathan Low
CEO, Global Success Learning Academy
Facilitators:
Martin Venzky-Stalling
Director, Ennova Partners
Inclusive Travel - Building Welcoming Journeys for All
Inclusive travel means more than accessibility—it’s about empathy, equity, and diverse representation. This session explores how destinations and businesses are evolving to serve the full spectrum of travellers.
1455-1525
Speaker:
Roni Weiss
Executive Director, Travel Unity
Jane Park
Assistant Manager - F&B Revenue Management & Operations, Hotel ICON and 2024 PATA Face of the Future
Moderator:
Puripan Bunnag
Senior Vice President, Thailand Convention and Exhibition Bureau (TCEB)
Panellists:
Yang Li
Head of Public Affairs, APAC, Booking.com
Parth Patnaik
Membership Manager - India & Asia, International LGBTQ+ Travel Association (IGLTA)
Connected Journeys: Reimagining the Travel Experience in a Digital-First World
Explore how technology, data, and cross-sector collaboration are reshaping every step of the traveller’s journey - from inspiration and planning to booking, payment, and on-the-ground experiences. This dynamic 30-minute panel will uncover emerging consumer expectations, innovations in personalization and seamless travel, and the growing importance of integrated digital ecosystems in building the travel experiences of tomorrow.
1525-1555
Frederic Vanhoutte
President, Eventiz
Moderator:
John Williams
Vice President - Asia, Advertising Sales BBC Studios Asia
Speakers:
Cindy Lui
Vice President of Resort sales, MGM
Mark Halberstein
CEO, Simplenight
1555-1600
Closing Remarks
Noor Ahmad Hamid
CEO, PATA
PATA Travel Mart 2025 is proudly supported by
Official Venue
Official Airline Partner
Welcome Reception Sponsor
Supporting Partners
Sponsor
Supporting Media Partners
PTM Coffee Break & Knowledge Forum Lunch Sponsor
Gold Awards Gala Dinner Sponsor
PATA Knowledge Forum Sponsor
PTM Strategic Sponsor
Official Online Hotel Booking
Event Tech Partners
Official Publication of PTM Daily
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