Official Hotel Special Offer Booking Closes March 20
Official Hotel Special Offer Booking Closes March 20
PATA Annual Summit 2026 (PAS 2026)
A convention of global tourism leaders and professionals in Korea (ROK), PAS 2026 will be co-hosted by the cities of Gyeongju and Pohang, alongside Gyeongsangbuk-do Province, and Gyeongsangbuk-do Culture and Tourism Organization (GCTO).
The Summit will comprise a one-day meeting, a two-day conference, and a half-day destination experience across the two cities. Guided by the theme Navigating Towards a Resilient Future, PAS 2026 will explore how destinations can adapt, transform, and thrive amid shifting global realities. Key discussions will focus on regional tourism innovation driven by AI and cutting-edge technologies, sustainable post-APEC tourism development rooted in ESG principles, and the advancement of global heritage tourism through the stewardship of cultural heritage assets.
Coinciding with PATA’s 75th Anniversary, the Summit promises to honour the Association’s enduring legacy while setting bold directions for the future of tourism across the Asia Pacific region.
Located in southeastern Korea (ROK), Gyeongsangbuk-do, or North Gyeongsang Province, has a diverse landscape that ranges from forested highlands to coastal areas, as well as history and cultural heritage that dates back centuries. The region presents ample opportunities for visitors to explore traditional Korean heritage, including preserved temples, historic villages, and local craftsmanship that reflect centuries-old customs. Additionally, Gyeongju and Pohang are, respectively, known as the cultural and industrial heartlands of Korea (ROK).
Programme
All Day
Registration
Morning
PATA EB Meeting
PATA Youth Symposium
Afternoon
Industry / Education Roundtable
PATA Board Meeting
Evening
PATA EB & Board & PATA Awards Presentation Dinner
Mon, May 11
Lahan Hotel, Pohang
*3 tour options will be provided across Pohang and Gyeongju. The GJ tour is offered to only delegates staying in GJ. PH tours are offered to all delegates.
All Day
Registration
Morning
PATA Annual General Meeting
PATA Chapter Meeting
PATA Policy Forum
Afternoon
Conference
Press Conference
Evening
PAS 2026 Gala Dinner
Tue, May 12
HICO, Gyeongju
All Day
Registration
Conference
Wed, May 13
HICO, Gyeongju
All Day
Departure
Morning
Half-day Complimentary Tour in Gyeongju or Pohang
Thu, May 14
Gyeongju / Pohang
Speakers
Noor Ahmad Hamid
CEO, PATA
Sharlene Batin
Assistant Secretary, Philippines Department of Tourism
Florian Sengstschmid
CEO, Azerbaijan Tourism Board
Jessie McComb
Senior Tourism Industry Specialist, Asian Development Bank (ADB)
Randy Durband
CEO, Global Sustainable Tourism Council (GSTC)
Jennifer Chun
Director of Tourism Research, Hawaii Tourism Authority
Yang Li
Head of Public Affairs, APAC, Booking.com
Jackson Pek
Chief Corporate & Legal Affairs Officer, Amadeus
Alan Elliott Merschen
Founder, The Sigmund Project; Co-Founder, Myriad MMGY Global
Fazal Bahardeen
Founder & CEO, CrescentRating & HalalTrip
Sarah Mathews
CEO, e-Tourism Frontiers
Mayur (Mac) Patel
Regional Commercial and Industry Affairs Leader, Asia Pacific, Middle East and Africa, OAG
Professor Haiyan Song
Mr and Mrs Chan Chak Fu Professor in International Tourism, School of Hotel and Tourism Management, The Hong Kong Polytechnic University
Professor Dan Wang
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Professor Bela Stantic
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Karen Yue
Group Editor, TTG Asia
David Barrett
Founder & CEO, DBC & Partners Ltd
Natasha Montesalvo
Principal Consultant – Destinations, Strategy & Insights, EarthCheck
Dae-Young Kim
Professor, University of Missouri
Jonathan Low
CEO, Global Success Learning Academy
Registration
Destination Experience
May 11, 2026, 9 AM - 12:30 PM | Booking link will be sent to registered delegates via email. First-come-first-served.
Tour 1- Korean Traditional Dessert (Dasik) Making: Gyeongju | For delegates staying in Gyeongju only
Dasik is a traditional Korean confection traditionally enjoyed with tea, appreciated for its subtle sweetness and refined appearance.
This experience introduces participants to the art of crafting black sesame flower dasik, a dessert that reflects the elegance of Korean tea culture. Using black sesame powder sourced from local farms, the base dough is carefully prepared to achieve a smooth texture and deep, nutty flavor.
Natural plant-based powders create soft, vibrant colors, which are shaped with traditional molds into delicate floral designs. Each step invites careful attention and a steady hand, transforming simple ingredients into a beautifully detailed confection.
More than a cooking activity, this experience offers a glimpse into Korea’s aesthetic sensibility—where food is not only tasted, but thoughtfully shaped and presented.
Tour 2- Mother-of-Pearl Mirror-Making: Pohang | For all delegates
Mother-of-pearl is a traditional Korean craft known for its luminous shimmer created through delicate seashell inlay. Its iridescent surface reflects light in subtle tones, embodying refinement and elegance in Korean decorative art.
As a coastal city, Pohang has a deep connection to the sea. Using seashell materials inspired by the local marine environment, this experience reflects the city’s natural identity and carries special local meaning.
In this hands-on activity, participants will design and create their own mother-of-pearl mirror while learning about Korea’s intricate artistic heritage. Finely cut pieces are carefully arranged onto the mirror surface to form elegant patterns, requiring patience and attention to detail.
Through this calm and creative journey, tradition and personal expression come together—resulting in a meaningful cultural experience and a unique handmade keepsake.
Tour 3- Healing Experience (Singing Bowl & Foot Bath): Pohang | For all delegates
Located near Naeyeonsan Mountain in Pohang, this healing experience offers a meaningful opportunity to pause and restore balance away from the busyness of daily life.
In a calm and comfortable setting, participants can enjoy two restorative activities: a gentle sound meditation using singing bowls and a warm foot bath. The clear resonance of the singing bowls helps ease tension and quiet the mind, guiding the body into a relaxed and grounded state.
At the same time, the warm foot bath soothes tired muscles, encourages circulation, and provides a comforting sense of physical and mental relaxation.
Blending mindfulness and comfort, this programme offers a soothing pause—leaving you feeling balanced, peaceful, and refreshed.
Official Hotels
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Lahan Pohang Hotel
1 hour ride from HICO, Gyeongju (transfer provided). Official venue for May 11 Board Meeting.
Deluxe Double - Breakfast for 1 person included: US$ 127
Corner Suite - Breakfast for 1 person included: US$ 224 -
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Hilton Gyeongju, 힐튼 경주
2-min walking distance from HICO
Deluxe Double - Breakfast for 1 person included: US$ 199
Deluxe Twin - Breakfast for 1 person included:US$ 199 -
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The-K HOTEL GYEONGJU, 더케이호텔 경주
0.31KM from HICO
Deluxe Twin - Breakfast for 1 person included: US$ 125
Sky Deluxe Twin - Breakfast for 1 person included: US$ 125.00Rate applicable between May 11-15 only.
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LAHAN SELECT GYEONGJU, 라한셀렉트 경주
1.67KM from HICO
Deluxe Twin - Breakfast for 1 person included: US$ 150
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SONO CALM GYEONGJU, 소노캄 경주
1.08KM from HICO
Deluxe Suite A (Clean/View Free/1 Double, 1 Single) - Breakfast for 1 person included: US$ 210
Please refer to the event programme schedule when booking your accommodation. On May 11, transfer from GJ to PH will be provided in the morning and after dinner.
Shuttle bus service will be provided between Pohang (Lahan Hotel) and Gyeongju (HICO) for delegates during May 11-13.
Throughout the event, shuttle service is ONLY provided for official hotels.
Booking deadline for official hotels are March 20; all bookings are subject to room availability.
Hotel cancellation policies vary between hotels. Please review the specific terms prior to making your payment.
If you are seeking additional accommodation options or a more flexible pricing structure, explore your available choices through HotelPlanner!
Hotelplanner is a trusted hotel booking platform and PAS 2026 Official Hotel Booking Platform.
Gyeongsangbuk-do’s largest city, Pohang, is a charming coastal destination known for distinctive landmarks such as the Hands of Harmony sculpture and the Hwanho Park Space Walk, a curving walkway which provides panoramic views of the city, coastline, and surrounding nature. To the south, Gyeongju is a UNESCO World Heritage Site and is often referred to as "the museum without walls" due to its wealth of historical sites. Once the capital of the ancient Silla Kingdom, Gyeongju is now home to key landmarks such as the Royal Tombs, Cheomseongdae—the world’s oldest surviving astronomical observatory—and Gyeongju Tower.
Sponsorship
Maximise Your Brand Exposure at PATA’s Premier Event
PATA Annual Summit is a global platform that brings together industry shapers and senior decision-makers Asia Pacific tourism’s key conversations through high-level meetings and conference with a wide array of topics. Spotlight your business expertise, lead industry-forward conversations, and tap into a tight-knit community to enhance your Asia Pacific market presence.
Demonstrate Thought Leadership
Position your brand as a primary industry authority by delivering your expert insights at a 45-60 minute breakout session for 100 delegates.
Lead the Strategic Dialogue
Shape the industry narrative by hosting an exclusive, high-stakes 90-minute roundtable for key decision-makers.
Curate Your Ideal Network
Secure unfettered access to your high-priority audience through an exclusive, intimate lunch session.
Solidify Regional Visibility
Enhance your APAC market presence and foster strategic partnerships via a dedicated branding and networking station.
Check out the sponsorship prospectus to explore more opportunities at PAS 2026, or contact us at Sponsorship@PATA.org to tailor a partnership that best suits your business goals.
Official Transfer
Arrival transfer to official hotels will be provided from (1) Gimhae Int'l Airport (Busan), (2, 3) Pohang / Gyeongju KTX train stations, and (4, 5) Pohang / Gyeongju Intercity Bus Terminals. Delegates can choose to fly directly to Busan, or fly to Incheon International Airport (Seoul) and take a KTX train or Bus to the cities. Arrival transfer is not provided from Incheon Int’l Airport (Seoul)
Getting There
Below are some options for you to get from Seoul to Pohang / Gyeongju to be picked up.
From Seoul (Incheon International Airport) to Pohang
From Incheon Airport, take AREX (Airport Railroad) to KTX Seoul Station (around 45-60 min, $3~$7). From there, the KTX ride to Pohang Station takes about 2.5hr (~$53).
Total travel time: Approximately 3.5 - 4 hours
From Incheon Airport Terminal 1 or 2, take the Airport Limousine Bus to Pohang Intercity Bus Terminal.
Travel time & price: 6 hours, $33~$40
From Seoul (Incheon International Airport) to Gyeongju
From Incheon Airport, take AREX (Airport Railroad) to KTX Seoul Station (around 45-60 min, $3~$7). From there, the KTX ride to Gyeongju Station takes about 2-3hr (~$50).
Total travel time: Approximately 3.5 - 4 hours
From Incheon Airport Terminal 1 or 2, take the Airport Limousine Bus to Gyeongju Intercity Bus Terminal.
Travel time & price: ~4.5 hours, $28.5~$38
If you are arranging your own transportation from Busan (Gimhae International Airport) to Pohang / Gyeongju:
From Busan (Gimhae International Airport) to Pohang
From Gimhae Airport Platform 2 (International Terminal) or Platform 4 (Domestic Terminal), take the Airport Limousine Bus to Pohang Intercity Bus Terminal/Pohang City Hall.
Travel time & price: 1.5-2 hours, $8.5~$11
From Busan (Gimhae International Airport) to Gyeongju
From Gimhae Airport Platform 2 (International Terminal) or Platform 4 (Domestic Terminal), take the Airport Limousine Bus to Gyeongju Intercity Bus Terminal.
Travel time & price: 1-2 hours, $7~$12
Stay Updated on PAS 2026
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Hosts
Supporting Airline
Official Online Hotel Booking
Event Tech Partner
Supporting Media Partners
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