The Pacific Asia Travel Association (PATA) Annual Summit 2026, held in Gyeongju and Pohang, Korea, welcomed over 550 delegates from more than 35 destinations, including China, India, and the UAE. The event, themed “Navigating Towards a Resilient Future,” featured discussions on sustainable tourism, digital transformation, and economic trends shaping the travel industry.
PATA CEO Noor Ahmad Hamid emphasised the importance of knowledge-sharing and empowering future industry talent. “The future of tourism will depend not only on technology and infrastructure, but on people,” he stated. The summit included over 60 speakers from leading organisations such as UN Tourism and AirAsia MOVE.
Key highlights included sessions on sustainable tourism governance and digital tourism resilience. The event also celebrated PATA’s 75th anniversary with historical exhibitions and games, recognising long-standing members for their contributions.
The summit’s second day saw the unveiling of the PATA Small Garden at the Bomun Tourist Complex, commemorating the event. The PAS 2026 Gala Dinner, featuring K-Culture experiences, was attended by notable figures including DaeHyun Kim, Vice Minister of Culture, Sports and Tourism.
On 13 May, PATA will launch the Micro-Credentials Programme, offering courses in digital transformation and sustainability to equip tourism professionals with essential skills. The summit was co-hosted by the Korean Ministry of Culture, Sports and Tourism and supported by organisations such as Korean Air and BBC Studios
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