The PATA Annual Summit 2026 has brought together more than 550 delegates from over 35 destinations in South Korea, as tourism leaders gather to discuss resilience, sustainability, and the future of travel across the Asia Pacific region.
The three-day event, organised by the Pacific Asia Travel Association (PATA), is taking place at Lahan Hotel in Pohang and HICO in Gyeongju, Gyeongsangbuk-do Province. Delegates from destinations including China, India, the Maldives, Hong Kong SAR, and the UAE are attending the summit.
Held under the theme “Navigating Towards a Resilient Future”, the summit features more than 60 speakers, moderators, and panellists from organisations including UN Tourism, the Azerbaijan Tourism Board, Guam Visitors Bureau, Global Sustainable Tourism Council (GSTC), Plaza Premium Group, Amadeus, and AirAsia MOVE.
Conference sessions focus on tourism governance, destination resilience, economic uncertainty, destination marketing, and digital transformation in tourism.
During the press conference, Noor Ahmad Hamid, CEO of PATA, said the association remains focused on creating value for its members through knowledge-sharing and industry collaboration.
“As an Association, our focus remains clear: to deliver value to our members through knowledge-sharing, practical insights, and meaningful connections. This is reflected not only in our discussions, but also in the way we design our programmes—ensuring they are relevant, actionable, and forward-looking. The future of tourism will depend not only on technology and infrastructure, but on people—on how we attract, train, and empower the next generation of industry talent,” said Noor Ahmad Hamid, CEO, PATA.
He added: “I would like to thank our delegates, partners, speakers, youth and student participants, local industry professionals, volunteers, and members of the media for contributing to the energy and success of this Summit, and for being part of this journey.”
Highlights from the main conference include:
Sustainable Tourism Governance in a Post-APEC Landscape
Digital Tourism at a Crossroads: Platforms, Data and Destination Resilience
Navigating Economic Uncertainty: Global Trends Shaping Travel and Tourism
The Next Chapter of Destination Marketing: Trends Shaping the Road Ahead
Strategic Opportunities for Travel & Tourism in an Ever-changing World
The summit programme includes the PATA Youth Symposium, industry and education roundtables, policy forums, executive board meetings, and destination experiences across Gyeongju and Pohang.
PATA is also marking its 75th anniversary during the event with commemorative activities and exhibitions highlighting key milestones in the association’s history since its founding in 1951.
In his opening remarks, Hamid reflected on the organisation’s history and role in regional tourism development.
“Seventy-five years ago, in 1951, PATA was founded with a bold vision for tourism in Asia Pacific,” said Noor Ahmad Hamid, CEO, PATA.
“That vision helped shape an organisation that would grow alongside one of the most dynamic tourism regions in the world.”
PATA also recognised long-standing members with commemorative certificates and Long-standing Member Awards during the summit.
Leadership discussions and stakeholder dialogues took place on May 11 and May 12 through the Industry Roundtable, Education Roundtable, and PATA Policy Forum. The sessions focused on the future of the visitor economy across Asia Pacific.
On May 12, organisers unveiled the PATA Small Garden at the Bomun Tourist Complex Watermill Garden in Gyeongju. The monument commemorates the hosting of the 75th PATA Annual Summit in the city.
The PAS 2026 Gala Dinner took place at Expo Grand Park in Gyeongju, featuring K-Culture experiences and an outdoor fashion show.
VIP attendees include DaeHyun Kim, Vice Minister at the Ministry of Culture, Sports and Tourism; SungHyeuck Park, President of the Korea Tourism Organization; and officials from Gyeongsangbuk-do Province, Gyeongju City, and Pohang City.
On May 13, PATA is set to launch its new Micro-Credentials Programme, designed to provide tourism professionals with training in digital transformation, sustainability, and emerging technologies.
The summit is co-hosted by the Korean Ministry of Culture, Sports and Tourism, Gyeongsangbuk-do Province, the cities of Gyeongju and Pohang, and the Gyeongsangbuk-do Culture and Tourism Organization.
