The Pacific Asia Travel Association (PATA) announces a renewed preferred partnership with data analytics company Euromonitor International, strengthening its access to global business intelligence, market analysis, and consumer insights for the Asia Pacific travel sector.
The agreement, confirmed on January 13, 2026, positions both organisations to deliver deeper, forward-looking data to destinations, tourism boards and travel businesses operating across the region.
The collaboration supports the upcoming PATA Asia Pacific Destination Forecasts 2026–2028 reports, which will feature a four- to five-page analytical article from Euromonitor International and a complementary forecast webinar. PATA says the partnership aims to help tourism stakeholders navigate rapid change, improve competitiveness and make evidence-based decisions as travel demand and traveller behaviour continue to evolve.
Turning data into direction for Asia-Pacific travel
PATA recognises that uncertainty in global economics, geopolitics and consumer confidence has made reliable data more valuable than ever for the travel industry. By working with Euromonitor International, a recognised leader in market, industry, economic and consumer research, the association strengthens its ability to interpret trends that go beyond headline numbers.
The partnership is designed to give tourism stakeholders greater visibility into the forces shaping travel demand, investment potential and destination competitiveness. Euromonitor’s cross-sector research provides context on how shifts in spending power, demographics, sustainability expectations and technology adoption influence where and how people travel.
“The core purpose of PATA has always been to ensure that practical, expert-centric insights are accessible to members and the broader industry in the Asia Pacific region. Partnering with Euromonitor International advances this commitment to the next level, enabling us to deliver even greater context and clarity in understanding the forces shaping travel across our region that further support strategic tourism planning,” said Noor Ahmad Hamid, PATA CEO.
He added, “We are pleased to begin this collaboration with Euromonitor International. Their global market expertise complements PATA’s regional focus, and together we aim to provide a clearer view of where the industry is heading over the next few years.”
For destinations and tourism operators, the practical value lies in translating complex datasets into actionable insight. Forecasts influence everything from airline capacity planning and hotel development to workforce training and marketing strategy. With Asia-Pacific markets rebounding at different speeds and traveller preferences continuing to shift, the ability to interpret data quickly can shape competitive advantage.
What the forecasts mean for destinations and travellers
Through the collaboration, Euromonitor International will contribute a dedicated analytical article to accompany each edition of the PATA Asia Pacific Destination Forecasts 2026–2028 reports. Each report will include a four- to five-page section presenting data-driven global economic insights, helping readers understand how macroeconomic trends intersect with tourism demand.
The publications will be supported by a forecast webinar, offering PATA members and industry professionals the opportunity to explore the findings in more depth and ask questions about their practical implications. While the reports primarily target policymakers, destination managers and investors, the ripple effects ultimately shape traveller experiences — from new routes and accommodation supply to pricing, sustainability standards and product innovation.
Stephen Dutton, Global Travel Insight Manager at Euromonitor, said, “Euromonitor’s partnership with PATA will thrive the fast-growing travel market. Through this collaboration, PATA and Euromonitor will help clients navigate complex market opportunities, unlock growth potential and foster transparency through shared insight that supports a sustainable and equitable way in travel.”
The Asia-Pacific region remains one of the world’s most dynamic travel markets, driven by rising middle-class populations, expanding air connectivity and renewed interest in experiential and nature-based travel. At the same time, destinations face challenges linked to climate resilience, infrastructure capacity and the need to balance visitor growth with community wellbeing.
Reliable forecasting plays a role in managing these pressures. Governments and tourism authorities use long-range outlooks to guide investment in airports, ports, hotels and digital infrastructure, while private operators rely on demand projections to determine fleet expansion, staffing levels and pricing strategies. Even travellers feel the impact indirectly through availability, affordability and the diversity of experiences offered.
PATA and Euromonitor International also plan to explore additional opportunities for collaboration beyond the forecast reports, aiming to deliver enhanced value to members and the broader tourism industry. Future initiatives could include specialised research, sector briefings or thematic studies addressing emerging trends such as sustainable travel practices, digital transformation and evolving traveller expectations.
For the wider travel community, the renewed partnership signals a growing emphasis on transparency, evidence-based planning and long-term resilience. As Asia-Pacific tourism continues to recover and redefine itself, deeper insight into consumer behaviour and economic conditions may help destinations stay competitive while responding responsibly to the demands of a changing global travel landscape.
