The 2024 UN Tourism/PATA Forum
on Tourism Trends and Outlook

Tourism in Asia and the Pacific: Consolidating Recovery and Looking Beyond

October 18-20, 2024 | Guilin, China

As a significant driver of growth and cross-cultural exchange, tourism is essential to the prosperity of Asia Pacific. The Forum will address a wide array of pivotal topics aimed at shaping the future of tourism in the region.

Key discussions will include analysing world tourism trends in the post-pandemic era to identify emerging opportunities, exploring the integration of digital technologies with cultural elements to enhance visitor experiences, and emphasising the importance of preserving cultural heritage while embracing innovative approaches and educational initiatives. Additionally, the role of digital platforms in facilitating cross-cultural interactions and enriching the tourism landscape will be highlighted.

Through these comprehensive discussions, the conference aims to guide the tourism industry towards a future marked by sustainability, innovation, and cultural enrichment in Asia Pacific.

The forum is for:

Research, trends, and market intelligence-related Representatives from National Tourism Administrations, NTOs, DMOs, and NGOs
Tourism Industry Practitioners
Academics from research institutes and universities

This year’s forum intends to deliver on the following objectives:

To explore international tourism cooperation and identify opportunities for collaboration and innovation in international travel.
To examine the challenges and opportunities for tourism stakeholders in the Asia-Pacific region and identify strategies to enhance competitiveness and growth.
To facilitate discussions on tourism education and cultural exchange in the digital age, particularly highlighting educational cooperation opportunities and research outcomes related to inbound tourism.

Event Programme:

Oct 20:
Technical Tour

Oct 19:
Plenary Sessions

Oct 18:
Technical Sessions

October 18: Technical Sessions

Registration
Venue: Shangri-la Hotel Guilin

0800-0900

Technical Session 1: World Tourism Trends in Post-pandemic Era

0900-1015

Javier Ruescas
Senior Program Officer- Market Intelligence on Policies and Competitiveness, UN Tourism
Speaker Slide >

Neeraj Singh Dev
Executive Vice President - E-commerce, Thomas Cook India Limited

Junichi (Jack) Kumada
Chief Consultant, JTB Tourism Research and Consulting Co.

Bowen Sun
Director of Research Center, Trip.com Group (携程集团携程研究院文旅中心主任)

Coffee Break

1015-1030

Technical Session 2: Digital Bridges & Cultural Bonds: Integrating Digital and Cultural Fusion in Regional Tourism

1030-1130

Jonathan Low
CEO, Global Success Learning Academy

Moderator:

Sarah Mathews
Managing Director, eTourism Frontiers
Speaker Slide >

Panellists:

Bharat Nagpal
Senior Director, APAC Sales, Adara, India
Speaker Slide >

Technical Keynote Presentation: Inbound Educational Tourism for Overseas Chinese and Hong Kong Students

1130-1200

Prof Mimi Li
Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University

1200-1400

Lunch Break

Technical Keynote Presentation: Big Data Empowering the Construction of Guilin as a World-Class Tourist City

1400-1430

Jigang BAO
Director of Monitoring Center for UNWTO Sustainable Tourism Observatories in China, Professor, Deputy Director of the Economics and Management Department, Director of Tourism Development and Planning Research Center of Sun Yat-sen University, Winner of the 16th Ulysses Prize awarded by UN Tourism

Technical Session 3: Cultural Immersion: Blending Tradition with Innovation

1430-1530

Moderator:

Jason Wang
Chief Operating Officer, Global Tourism Economy Forum

Dr Gansukh Damba
Chairperson, Sustainable Tourism Development Center, CEO, Moncertf Tourism LLC
Speaker Slide >

Panellists:

Ying Zhang
Professor, Minzu University of China

Charlie LI
Founder of Yaso Travel Union

1530-1545

Tea Break

Technical Session 4: Education and Cultural Exchange in the Digital Age of Tourism

1545-1730

Prof Bela Stantic
Visiting Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University

Dr Cathy Jin
Associate Professor of the Department of Tourism, Sport, and Hotel Management at Griffith University; HDR Director of Griffith Business School
Speaker Slide >

Landie Qiu
Reginal Director – Asia Pacific, Accelya

Welcome Dinner

1800-1930

Technical Tour (Dongxi Alley and Xiaoyao Building)

2000-2200

October 19: Plenary Sessions

0800-0900

Registration

Opening Ceremony

0900-0930

Harry Hwang
Director of the Regional Department for Asia and the Pacific, UN Tourism

Noor Ahmad Hamid
CEO, Pacific Asia Travel Association (PATA)
Watch the recording >

Dr Kaye Chon
Dean and Chair Professor, School of Hotel and Tourism Management, The Hong Kong Polytechnic University

Keynote Session

0930-1010

Group Photo & Coffee Break

1010-1045

Phireak HOY
Vice Minister, Tourism of Cambodia

Jakkaphon Tangsutthitham
Vice Minister, Ministry of Tourism and Sports of Thailand
Speaker Slide >

Panel Session: Enhancing Destination Management Towards A More Sustainable Tourism

1045-1200

Javier Ruescas
Senior Program Officer- Market Intelligence on Policies and Competitiveness, UN Tourism

Marieke Politiek
Manager- Intell & Insights, Netherlands Board of Tourism & Conventions

Hyemi Lim
Senior Researcher, Korea Tourism Organization

1200-1430

Lunch

Technical Keynote Presentation: Insights on Cross-border Tourism Trends

1430-1515

Shijun Liu
Vice Chairman, World Tourism Alliance (WTA)

1515-1530

Coffee Break

Panel Session: Future-Proofing Tourism in Asia and the Pacific: Consolidating Recovery and Looking Beyond

1530-1645

Jonathan Low
CEO, Global Success Learning Academy

Moderator:

Siripakorn Cheawsamoot
Deputy Governor for International Marketing, Europe, Africa, Middle East and Americas, Tourism Authority of Thailand
Speaker Slide >

Panellists: