PATA Travel Mart 2026 will bring tourism leaders together in Sarawak, Malaysia, with a Knowledge Forum focused on partnerships, sustainability, innovation and future growth.
PATA Travel Mart 2026 will bring together tourism leaders, destination experts and industry executives from across Asia Pacific and beyond as the PTM Knowledge Forum opens in Kuching, Sarawak, Malaysia, on 18 August 2026.
Held under the theme “The Next Era: Impactful Partnerships, Purposeful Growth”, the Forum will examine the key trends shaping tourism development, including sustainability, innovation, technology, destination competitiveness and regional collaboration.
PATA Knowledge Forum focuses on tourism transformation
Organised by the Pacific Asia Travel Association (PATA), the PTM Knowledge Forum will complement the commercial programme of PATA Travel Mart 2026 by creating a platform for strategic discussions and knowledge exchange among tourism stakeholders.
The event will take place at the Sheraton Kuching Hotel ahead of the main PATA Travel Mart programme, which will run from 18 to 20 August at the Borneo Convention Centre Kuching.
The Forum is hosted by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, the Sarawak Tourism Board and Business Events Sarawak. It will highlight Sarawak’s approach to tourism development through economic growth, social inclusion, environmental sustainability and partnerships.
Tourism leaders from Asia Pacific and global markets to participate
The speaker line-up includes representatives from tourism authorities, airlines, hospitality companies, technology providers, destination organisations and community-based tourism initiatives.
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Confirmed speakers include Dato Sri Abdul Karim Rahman Hamzah, Minister of Tourism, Creative Industry & Performing Arts Sarawak; Henry Oh, Chairman of PATA; Gary Bowerman, Managing Director of Check-in Asia; Dr. Temesgen Assefa, Chief Consultant at JTB Tourism Research & Consulting Co.; and Yang Li, Head of Public Affairs, APAC at Booking.com.
The programme will also feature tourism leaders, including Maria Helena de Senna Fernandes, Director of the Macao Government Tourism Office; Adela Issachar Aru, Chief Executive Officer of the Vanuatu Tourism Office; Sarah Mathews, CEO of e-Tourism Frontiers; and Lizam Dorji, CEO of MICE Bhutan.
Partnerships, sustainability and technology on the agenda
The Forum will open with a fireside chat titled “Tourism, Partnerships & Purposeful Growth”, featuring Dato Sri Abdul Karim Rahman Hamzah and Eugene Tang, Chief Development Officer of South China Morning Post.
The session will explore Sarawak’s tourism vision, opportunities for regional cooperation, and the role of cultural identity in future destination development.
Meanwhile, Gary Bowerman’s keynote, “The Next Era of Travel: Global Business Trends Shaping Tourism’s Future”, will examine international market trends affecting tourism demand and business strategies.
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Sustainability will be a central topic through the session “From Vision to Reality: Sustainable Tourism in Action”, which will discuss how destinations are balancing visitor growth, economic benefits and long-term environmental responsibility.
The Forum will also address the impact of artificial intelligence, digital commerce and data-driven marketing through the session “AI, Digital Commerce, Sales & the Future Traveller”, featuring speakers from Sojern and Booking.com.
Focus on cross-border cooperation and meaningful tourism
Another key discussion, “Purposeful Growth in an Age of Change”, will examine how destinations and tourism businesses can respond to changing traveller expectations, geopolitical developments and sustainability requirements.
The programme will further explore international partnerships through “Building Impactful Partnerships Across Borders”, focusing on cooperation between tourism boards, airlines, convention bureaux, hospitality groups and travel companies.
The Forum will conclude with “Communities, Culture & Meaningful Tourism Experiences”, highlighting community-based tourism, cultural preservation, and locally led tourism models.
“PATA Travel Mart is fundamentally about connecting buyers and sellers and creating commercial opportunities, but business exchange is strengthened when the industry also has space to step back, examine the forces shaping tourism and share practical knowledge,” said Noor Ahmad Hamid, CEO of PATA.
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The PTM Knowledge Forum will also include two Memorandum of Understanding signing ceremonies: one between PATA and the Global Business Travel Association (GBTA), and one between TOP25 and the Sarawak Tourism Federation.
Through PATA Travel Mart 2026 and its Knowledge Forum, tourism stakeholders from Asia Pacific and international markets will gather in Sarawak to discuss future opportunities, strengthen partnerships and explore new approaches to sustainable tourism growth.