PATA Travel Mart 2026 Brings Asia Pacific Tourism Community Together in Sarawak, Malaysia
PATA Travel Mart 2026 (PTM 2026) has officially opened in Kuching, Sarawak, Malaysia, marking the first time the flagship event is hosted in Sarawak.
Scale & Participation
- Delegates: Over 1,100 tourism professionals from 48 countries.
- Buyers: 221 buyers from 29 source markets, representing 215 companies.
- Sellers: 365 sellers from 200+ organizations and destinations.
- Business Appointments: More than 4,000 scheduled meetings across two days.
Strategic Importance
- PATA CEO Noor Ahmad Hamid emphasized that PTM is about building quality business connections that extend beyond the event.
- Hosting in Sarawak reflects PATA’s strategy to open international markets to emerging destinations, dispersing tourism beyond traditional hubs.
- Sarawak’s Minister for Tourism, Dato Sri Abdul Karim Rahman Hamzah, highlighted the opportunity to strengthen global engagement while safeguarding cultural and natural assets.
Knowledge & Youth Engagement
- PATA Youth Symposium: Engaging students and young professionals with community-based activities.
- Knowledge Forum: Theme “The Next Era: Impactful Partnerships, Purposeful Growth”, focusing on partnerships, purposeful growth, technology, innovation, and meaningful tourism experiences.
- Awards: PATA Chapter Awards, Student Chapter Awards, and Face of the Future recognition.
Destination Showcase
- Delegates experience Sarawak’s cultural diversity, Indigenous heritage, biodiversity, and natural landscapes.
- Activities highlight gastronomy, adventure, and community engagement, positioning Sarawak as a distinctive tourism destination.
- Sarawak Tourism Board CEO Dr Sharzede Datu Haji Salleh Askor stressed the importance of delegates taking knowledge of Sarawak back to their markets to expand future itineraries.
Industry Context
- PTM 2026 comes at a time of shifting source markets, evolving traveler expectations, and new business models.
- PATA’s role: helping members navigate change through connections, intelligence, and collaboration.
This edition of PTM not only strengthens Sarawak’s global tourism profile but also signals a broader industry shift toward inclusive growth and purposeful partnerships.
