Despite mounting challenges in travel and tourism, business leaders and industry professionals continue to maintain a vigorous appetite to learn and grow through virtual and in-person events, observed PATA CEO Noor Ahmad Hamid.
Noor told TTG Asia in an interview that the mood to learn, share best practices and build network is not dampened by concerns about macro-environmental factors.
“On the contrary, we believe that growing macro-environmental challenges, whether economic uncertainty, climate change, shifting geopolitical dynamics, or evolving consumer behaviour, only heighten the urgency for the industry to come together, learn from one another, and build stronger networks,” he stated.
Noor added that “fear or uncertainty” are no “barriers to collaboration”.
“In fact, they often motivate deeper engagement and dialogue. Industry professionals are increasingly aware that no single entity can tackle these challenges in isolation. Collective intelligence and cross-sector collaboration are more vital than ever.
“That is why events like the PATA Annual Summit and the PATA Travel Mart continue to draw strong interest. They’re not just about business meetings; they are about building community, trust, and shared purpose, especially in uncertain times,” he said.
The association’s next major trade gathering is the PATA Travel Mart 2025, set for Bangkok, Thailand from August 26 to 28. The event includes the one-day PATA Knowledge Forum on August 26, where a host of industry experts will discuss major trends and developments in the business.
PATA’s calendar of events covers a broad range of topics relevant to the travel and tourism industry. This variety is necessary, according to Noor, to cater to PATA’s diverse membership base across Asia-Pacific, made up of national tourism organisations, airlines, hotels, tour operators, DMOs, academia, and tech innovators.
“Because of this diversity, a one-size-fits-all approach simply does not work; variety in our events is not just a strategy – it is a necessity,” he explained.
Noor expressed commitment to championing learning “as a proactive investment in the future of a more inclusive, resilient, and sustainable Asia-Pacific travel ecosystem”.
PATA’s events line-up will get even more exciting next year, opined Noor, who pointed to the association’s 75th anniversary. He described it as a “significant milestone that reflects our enduring legacy and continued relevance”.
To commemorate the occasion, PATA will host two Annual Summits for the first time – one in Gyeongju and another in Pohang, both cities in South Korea.
He was most recently commercial director for Air France KLM in the UK and Ireland.
