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
0905-0935
Opening Remarks by PATA and TAT
0935-1005
Opening Keynote: The Future of Travel in a Borderless, Cashless World
As the world shifts toward frictionless, cashless, and hyper-connected travel, this keynote explores how digital innovation is transforming everything from trip planning and payment to on-the-ground mobility. Discover how industry leaders are adapting to a digital-first traveller mindset.
1005-1045
Inspired Journeys: Chinese Traveller Perspectives and the Thailand Experience
As travel resumes and traveller expectations evolve, how can destinations connect more meaningfully with a new generation of Chinese visitors? In this forward-looking session, Chinese thought leaders share their insights into what today’s travellers seek - from emotional resonance and digital engagement to confidence in every step of the journey. Using Thailand as a case study, the panel reflects on how the Kingdom continues to inspire, welcome, and adapt to the preferences of one of its most important source markets.
1045-1115
Networking Coffee Break
1115-1145
Flight Paths Forward: The 2025 PATA–OAG Aviation Outlook
In this first-ever joint report from PATA and OAG, discover fresh insights into the current state of aviation across Asia Pacific. 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.
1145-1215
Voices of the Future: Gen Z on Shaping Tomorrow’s Tourism Workforce
What does the future of tourism look like through the eyes of Gen Z? This session puts the next generation in the spotlight—young professionals and students share their expectations, aspirations, and ideas for a more inclusive, innovative, and fulfilling tourism industry. From skills development to workplace values, hear what matters most to those who will shape the industry’s future.
1215-1330
Networking Lunch hosted by Sarawak Tourism Board
1330-1400
Meaningful Tourism in Action
Go beyond sustainability to focus on dignity, impact, and authenticity. This session shares case studies and insights from tourism operators embedding purpose in every experience.
1400-1445
Unboxing the Future: Reimagining Tourism for a Changing World
In a time of rapid change, tourism leaders are being called to think beyond the familiar. This interactive session invites participants to challenge long-held assumptions, explore new mindsets, and co-create innovative ideas for more meaningful, resilient, and people-centered tourism. Through guided reflection, peer dialogue, and creative tools including discussion cards (What’s in the Box, Unbox the box), the session will help unlock fresh thinking that aligns with both emerging traveller values and long-term industry transformation.
1445-1515
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.
1515-1545
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.
1545-1555
Announcement of PATA Travel Mart 2026
PATA Travel Mart 2025 is proudly supported by
Official Venue
Official Airline Partner
Supporting Partner
Supporting Media Partners
Event Tech Partners
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