The Pacific Asia Travel Association (PATA) has signed a new partnership with TOP25 Restaurants, an artificial intelligence-powered travel ranking platform, as the organisation steps up its focus on gastronomy tourism across the Asia Pacific region.
The agreement was signed during the PATA Annual Summit 2026 in Gyeongju, South Korea, in front of more than 300 travel and tourism professionals. The partnership aims to improve travel experiences by helping visitors access clearer information about restaurants, culinary attractions, and food destinations.
The Memorandum of Understanding was signed by Noor Ahmad Hamid, CEO of PATA, and Bernard Metzger, Founder and Chairman of TOP25 Restaurants.
PATA said the collaboration reflects the growing importance of gastronomy tourism as destinations compete not only on landmarks and attractions, but also on food culture and culinary identity.
“We believe that when travellers have access to clear, reliable, and comprehensive information, they are better equipped to make informed decisions and enjoy experiences of a higher calibre. This is why we are keen to support the work of TOP25 World, which plays an important role in enhancing visitor satisfaction,” said Noor Ahmad Hamid, CEO of PATA.
He added: “Additionally, I would like to sincerely thank TOP25 Restaurants for the opportunity to collaborate, and hope that this will open up new avenues for future joint projects.”
TOP25 Restaurants uses artificial intelligence to provide rankings and travel guidance related to restaurants and visitor attractions. Under the partnership, the company and PATA will cooperate on event promotion, participation, and speaking opportunities at industry gatherings.
PATA also said the agreement could create new opportunities for tourism boards and Destination Management Organisations across Asia Pacific by increasing visibility for local food industries and culinary experiences.
Food tourism has become an increasingly important part of travel marketing strategies in recent years as destinations seek ways to attract higher-spending visitors and encourage longer stays. Culinary experiences are now frequently promoted alongside cultural attractions, nature tourism, and luxury travel offerings.
TOP25 Restaurants said it hopes the partnership will help raise the international profile of chefs, restaurants, and local gastronomy sectors through award platforms and tourism events.
“We are honoured to collaborate with PATA in advancing the role of gastronomy tourism as a strategic driver of destination attractiveness, cultural identity, and visitor engagement across the Asia Pacific region,” said Bernard Metzger, Founder and Chairman of TOP25 Restaurants.
He added: “As we look into the possibility of integrating TOP25 Restaurants Awards into PATA events, we aim to create meaningful international visibility for destinations, chefs, restaurants, and culinary ecosystems while contributing added value to the overall event experience.”
Metzger said destinations increasingly compete through food experiences as travellers place greater emphasis on authentic local culture during their trips.
“Today, destinations increasingly compete not only through heritage and attractions, but also through their culinary identity and food experiences. By recognising and promoting restaurant excellence through our internationally visible awards platforms, we help destinations strengthen their positioning as gastronomy tourism destinations and generate enhanced media, digital, and social media exposure,” he said.
The partnership announcement came during a wider discussion at the PATA Annual Summit about the future of tourism growth in Asia Pacific and the changing expectations of international travellers.
Industry leaders attending the summit highlighted how food, sustainability, local culture, and digital innovation are increasingly shaping tourism strategies across the region as destinations compete for visitors in a crowded global market.
