The 18th UN Tourism/PATA Forum in Guilin will examine AI, traveller behaviour, tourism data and changing market trends across Asia Pacific from 19–21 October 2026.
Artificial intelligence and changing traveller behaviour will take centre stage at the Guilin tourism forum from 19 to 21 October 2026. The 18th UN Tourism/PATA Forum on Tourism Trends and Outlook will be held in Guilin, China, under the theme “The Next Frontier: Travel Trends in the Age of Artificial Intelligence”.
The event is jointly organised by UN Tourism, the Pacific Asia Travel Association (PATA), the People’s Government of Guangxi Zhuang Autonomous Region and Guilin University. It will bring together tourism ministers, academics, technology companies and private-sector executives from across Asia Pacific.
The programme will examine how digital transformation and artificial intelligence are changing tourism demand, consumer behaviour and destination strategy. It will also explore how tourism organisations can use data and technology while responding to evolving visitor expectations.
AI and traveller behaviour shape the agenda
One of the central themes will be the latest global tourism trends, supported by data from the UN Tourism World Tourism Barometer. The presentation will provide an overview of international tourism demand and the wider direction of the global market.
The Guilin tourism forum will also examine how Generative AI and algorithms are influencing travel decisions. Discussions will consider the shift from traditional social media discovery towards increasingly personalised travel experiences and recommendations.
Another area of focus will be the Guangdong-Hong Kong-Macao Greater Bay Area. The programme will include findings from the Greater Bay Area Tourist Satisfaction Index and explore the impact of AI on the visitor experience.
Chinese traveller behaviour will form another major part of the agenda. Sessions will look at inbound and outbound travel preferences, purchasing patterns and how Big Data can help tourism businesses develop more targeted market strategies.
21 October programme combines policy, data and market insight
The main conference day on 21 October will open with representatives from the Chinese government, UN Tourism and PATA. This will be followed by a presentation of the UN Tourism World Tourism Barometer.
A keynote session titled “Values and the Changing Traveller in the Age of AI” will explore how technology is affecting traveller expectations and decision-making. A ministerial roundtable will then examine tourism policies shaping the sector’s future.
The afternoon programme will move into consumer behaviour and market strategy. The first panel, “From Social Media to Experience: Redefining Travel Decisions”, will look at how travellers discover, evaluate and choose destinations and experiences.
A research presentation on AI and tourist behaviour will draw on findings from the Greater Bay Area Tourist Satisfaction Index. A second panel, “Decoding the Chinese Traveller: From Data to Market Strategy”, will focus on turning consumer data into actionable tourism strategies.
The day will conclude with an official welcome dinner and a 20th Anniversary Tribute.
Guilin provides a symbolic setting for smart tourism discussions
Hosting the forum in Guilin gives the event a strong destination context. The city is one of China’s best-known tourism destinations and is recognised for the karst landscapes surrounding the Li River.
The location also reflects China’s wider focus on Smart Tourism and the use of technology to improve destination management, visitor services and tourism development.
For Asia Pacific tourism stakeholders, the forum offers a platform to discuss how AI is changing both the traveller journey and the way destinations operate. Policy, consumer behaviour, data analysis and technology will all form part of that discussion.
Free registration for international delegates
Participation in the Guilin tourism forum is free with prior registration. The event is expected to attract hundreds of delegates seeking insight into the next phase of tourism development in the digital era.
With AI moving rapidly into travel planning, distribution and destination management, the 18th UN Tourism/PATA Forum will place technology within a broader discussion about tourism policy and traveller expectations. Its focus on both global trends and the Chinese market will also give industry participants a closer look at how one of the world’s most important tourism regions is adapting to the next stage of digital change.