PATA and the China Chamber of Tourism have signed a strategic partnership agreement focused on tourism cooperation, sustainability, rural revitalisation and industry development across the Asia Pacific region.
PATA China partnership initiatives expanded during the PATA Annual Summit 2026, where the Pacific Asia Travel Association (PATA) and the China Chamber of Tourism (CCT) signed a Memorandum of Understanding to strengthen tourism cooperation between China and the wider Asia Pacific region.
The agreement was signed on May 13 by Noor Ahmad Hamid, CEO of PATA, and Guoliang Wu, Secretary-General of CCT. The signing ceremony took place during the PATA Annual Summit 2026 and was witnessed by Henry Oh, PATA’s Chair, and Ji Xiaodong, Chairman of the China Chamber of Tourism.
The MoU establishes a framework for bilateral and multilateral cooperation between the two organisations. Key areas of collaboration include sustainable tourism development, rural revitalisation, tourism marketing initiatives, industry training programmes and knowledge exchange.
PATA China partnership focuses on sustainable tourism
Noor Ahmad Hamid said: “This partnership reflects the growing connection we have with the China Chamber of Tourism and the destination’s tourism community.”
He added: “China has been part of our journey since the early years of the Association, so it is especially meaningful to formalise this partnership during our 75th anniversary.”
“I extend my gratitude to our new partner, the China Chamber of Tourism, and I look forward to working closely with them on new projects and initiatives in the future.”
Ji Xiaodong, Chairman of the China Chamber of Tourism, stated: “It is our great honor to formally establish a strategic partnership with the Pacific Asia Travel Association on the occasion of PATA’s 75th anniversary.”
He further noted: “China and the Asia-Pacific region enjoy close tourism exchanges and broad prospects. Focusing on sustainable tourism, rural revitalisation, and global marketing, the two sides will deepen exchanges and cooperation, share development experience, jointly promote the high-quality and sustainable development of tourism in China and the Asia-Pacific region, and inject new impetus into the prosperity of the global tourism industry.”
Joint events, marketing and tourism industry initiatives planned
Under the agreement, both organisations will collaborate on joint events, tourism training programmes, marketing activities and the publication of industry reports targeting global audiences.
The partnership will also support the exchange of tourism knowledge, operational expertise and best practices between PATA and CCT members.
An additional element of the collaboration involves the PATA Gold Awards programme. The China Chamber of Tourism will support the promotion of the awards within China’s private tourism sector and recommend enterprises and tourism projects for consideration.
Through the agreement, both organisations reaffirmed their commitment to strengthening regional cooperation and supporting a more resilient and connected travel and tourism industry across China and the Asia Pacific region.