The Pacific Asia Travel Association (PATA) successfully held the PATA Annual Summit 2025 (PAS 2025) from 21-23 April at the CVK Park Bosphorus Hotel in İstanbul, Türkiye. The event was hosted by the Türkiye Tourism Promotion and Development Agency (TGA) and supported by official airline partner Turkish Airlines.
Held under the theme “Timeless Wisdom for a Sustainable Future”, PAS 2025 brought together over 260 delegates from 35 destinations. PAS 2025 was not only a space for dialogue and discovery – it also marked a defining moment for the Association’s internal growth and governance. The Summit began with a series of productive internal meetings over the first day and a half, including:
- Ratification of a new Vision and Mission for the Association
- Formal approval of the PATA Executive Board and Board members
- Strategic discussions that advanced the PATA 2030 Strategy, setting the course for a more agile, inclusive, and impact-driven Association.
These milestones reflect PATA’s commitment to evolving its role as the leading voice for responsible tourism in Asia Pacific and beyond, and to strengthening its impact through renewed focus and leadership.
Leadership Messages: A Call for Purpose-Driven Tourism
Opening the main conference on the afternoon of Tuesday, April 22, PATA Chair Peter Semone delivered a compelling call to action, urging the global tourism industry to adopt a more purposeful and impact-focused approach to growth.
“Tourism cannot survive without peace, nature, and community,” said Semone. “In an era of climate instability and rising polarization, the tourism sector must go beyond growth metrics and instead become a vehicle for empathy, humility, and peace. That is the path to regeneration and resilience.”
Later, in the Thought Leaders Session: Timeless Wisdom for a Sustainable Future, PATA CEO Noor Ahmad Hamid reflected on tourism’s deeper value: “Tourism is an emotional economy. What we truly take away from travel are the moments, memories, and human connections. PAS 2025 is our opportunity to commit to tourism that uplifts, heals, and endures.”
Global Voices, Shared Commitments
With participants from across the Asia Pacific and beyond – including Australia, China, India, Japan, Korea (ROK), Thailand, Saudi Arabia, the USA, and more – the Summit featured over 40 speakers from leading organisations such as UN Tourism, BBC, Mastercard, Skyscanner, Amadeus, Airbnb, GSTC, and Tripadvisor.
Highlights from the programme included:
PATA Policy Forum: Building a Sustainable Future: Government-led dialogue on policy innovation
- Sustainability Panel – Temperature Rising: Confronting the climate emergency
- Ideation Lab – Trend Accelerator: Unpacking the latest global travel trends
- In Conversation – Rethinking Global Aviation: A look at İstanbul’s growing role as a global air hub
- Breakout Sessions: Focused on outbound markets, digital nomads, AI integration, and workforce development
A newly introduced feature, the “Ask the PATA Experts” initiative, allowed delegates to schedule one-on-one consultations with specialists in seven key areas, ranging from climate adaptation to workforce development. This initiative is part of the PATA Strategy 2030, aimed at enhancing member engagement and delivering greater value through targeted, expert-driven interactions.
