Day 1: Pohang | Mon, May 11
Registration
Foyer, 4F, Lahan Hotel (also available in Gyeonju, 1000-1700 in front of Hall B, 3F, HICO)
0830-1700
0900-1200
PATA Youth Symposium
Grand Hall, 5F, Lahan Hotel
Destination Experience (3 programmes)
*3 tour options will be provided across Pohang and Gyeongju. The GJ tour is offered to only delegates staying in GJ. PH tours offered to all delegates.
0900-1230
1000-1230
PATA Executive Board Meeting
Opal Hall, 4F, Lahan Hotel
1230-1330
PATA Executive Board & Delegate Lunch
Patio, 6F, Lahan Hotel
1330-1430
PATA Honours Committee Meeting
Opal Hall, 4F, Lahan Hotel
Industry Roundtable
Emerald Hall, 4F, Lahan Hotel
1330-1500
Education Roundtable
Ruby Hall, 4F, Lahan Hotel
1500-1530
Networking Break
Foyer, 4F, Lahan Hotel
1530-1730
PATA Board Meeting
Sapphire Hall, 4F, Lahan Hotel
PATA Executive Board & Board Member and PATA Awards Presentation Dinner (by Invitation only)
Grand Hall, 5F, Lahan Hotel
Dress code: Business Attires
1800-2030
Day 2: Gyeongju | Tue, May 12
0830-1700
Registration
In front of Hall B, 3F, HICO
0900-1000
PATA Annual General Meeting
GCTO Yukbuchon
Networking Break
Foyer of Meeting Room 205 & 206, 2F, HICO
1000-1100
PATA Chapter Meeting
Meeting Room 206, 2F, HICO
PATA Policy Forum – powered by MMGY Global (Invitation Only)
Meeting Room 205, 2F, HICO
1100-1230
1230-1400
Lunch
Hall A, 3F, HICO
1400-1530
Conference
Hall B, 3F, HICO
1400-1405
Welcome by Master of Ceremonies
Welcome Remarks by Hosts
1405-1415
Welcome Remarks by PATA
1415-1420
1430-1435
Celebrating Our Host: Appreciation & Recognition
In recognition of the invaluable support and partnership of our host, this special segment will feature a short video presentation, followed by a token of appreciation presented by PATA. The moment will conclude with an official group photo, commemorating the shared commitment to advancing tourism across the region.
Setting the Scene: PATA 75th Anniversary
As PATA marks its 75th Anniversary, this opening address welcomes participants and sets the tone for the Summit by reflecting on the Association’s legacy while signalling the strategic questions that lie ahead. The session frames resilience as a shared challenge for the tourism community — one that requires adaptation, collaboration, and leadership — and invites participants to engage with the ideas and conversations that will unfold across the programme.
1435-1440
Noor Ahmad Hamid
CEO, PATA
Navigating Towards a Resilient Future
In this keynote address, the speaker sets the strategic context for the PATA Annual Summit by examining what resilience means for tourism in an era of accelerating change. Drawing on global trends in geopolitics, sustainability, technology, and traveller behaviour, the session challenges destinations and institutions to move beyond recovery and towards long-term adaptability and transformation. The address frames the key tensions and questions that will shape discussions throughout the Summit.
1440-1450
Shijun Liu
Executive Director, UN Tourism
Global Tourism Outlook: Resilience, Risk and the Road Ahead (pre-recorded session)
In this special recorded address, Gloria Guevara, President & CEO of the World Travel & Tourism Council, shares timely insights into the evolving global tourism landscape. Drawing on the latest analysis from WTTC, she will outline the impact of the ongoing Middle East conflict and its implications for international travel demand, connectivity, and economic recovery across regions. Looking ahead, she will present WTTC’s outlook for the sector, highlighting both the resilience of Travel & Tourism and the key forces shaping its future growth.
1450-1455
Gloria Guevara
President & CEO, World Travel & Tourism Council (WTTC)
Navigating Economic Uncertainty: Global Trends Shaping Travel and Tourism
As destinations and businesses plan for the years ahead, understanding the global economic context is essential to building resilience. In this keynote, the speaker will examine the macroeconomic forces shaping travel and tourism - from inflation and consumer confidence to shifting spending patterns and regional growth dynamics. Drawing on real-time payments and consumer data, the session provides practical insights into how economic trends are influencing travel demand and what this means for strategic decision-making across the tourism ecosystem.
1455-1510
David Mann
Chief Economist AP, Mastercard Economics Institute
Sustainable Tourism Governance in a Post-APEC Landscape
As destinations navigate shifting geopolitical, economic and environmental realities, government leadership is more critical than ever. This high-level session brings together national tourism authorities to discuss policy alignment, sustainable destination management, and cross-border collaboration in the post-APEC era. Panellists will share perspectives on balancing growth with resilience, community impact, and long-term competitiveness in an increasingly complex global tourism environment.
1510-1555
Eugene Tang
Chief Development Officer, South China Morning Post
Moderator
Florian Sengstschmid
CEO, Azerbaijan Tourism Board
Panellists
Wrenelle Stander
CEO, Wesgro
Régine Lee
President & CEO, Guam Visitors Bureau
Insook Lee
Executive Director of Korea MICE Bureau, Korea Tourism Organization
Networking Coffee Break
1555-1615
Press Conference
Meeting Room 205, 2F
1555-1620
1615-1730
Conference
The Next Chapter of Destination Marketing: Trends Shaping the Road Ahead
Destination marketing is undergoing its most significant shift in a decade, with fragmented traveler expectations, AI's reshaping of inspiration and booking, and an expanding competitive set leaving the old playbook out of runway. Drawing on Sojern's latest State of Destination Marketing report, proprietary global traveler intent data, and broader industry insights from across the destination ecosystem, this discussion unpacks the trends redefining how destinations compete for attention, spend, and loyalty. Attendees will leave with a clear framing of the forces at play, benchmarks to pressure-test their own strategies, and a practical sense of where to place their bets in the year ahead.
1615-1630
Stewart Smith
Managing Director, International Destinations, Sojern
Resilience at Scale: ASEAN Tourism Strategic Plan 2026–2030 - A Regional Blueprint for Integrated Growth
The recently launched ASEAN Tourism Sectoral Plan 2026–2030 charts a unified roadmap for tourism cooperation, resilience, and transformation across Southeast Asia. Designed to reposition ASEAN tourism beyond post-pandemic recovery toward sustainable and inclusive growth, the Plan emphasizes resilient tourism infrastructure, seamless travel facilitation, workforce empowerment, digital transformation, and diversified, high-value tourism products. This conversation will explore how regional collaboration - supported by ASEAN member states, partners, and industry leaders - is facilitating connectivity, shared prosperity, and strategic alignment that strengthens both intra-regional travel and global competitiveness.
1630-1710
Dr Erwin Balane
Tourism Attaché, Philippines Department of Tourism - Korea Office
Jessie McComb
Senior Tourism Industry Specialist, Asian Development Bank (ADB)
Transforming Travel Experiences: Leadership, Innovation and Purpose in a Changing Industry
In this fireside conversation, Mei Mei Song shares insights from her decade-long journey helping to transform a global travel services company amid rapid industry change. The discussion explores how organisations can evolve beyond recovery to drive meaningful transformation—through brand repositioning, product innovation, and a stronger focus on traveller experience. Drawing on her leadership across sustainability, marketing, brand, and communications, Mei Mei will reflect on how purpose-led strategies, ESG integration, and digital transformation are shaping the future of travel. The session offers a practical and forward-looking perspective on building resilient, experience-driven businesses in an increasingly complex global landscape.
1710-1725
Sarah Mathews
CEO, e-Tourism Frontiers
Mei Mei Song
Chief Transformation Officer, Plaza Premium Group
1725-1730
Wrap Up Day 1
1730-1800
PATA Life Member Get Together
Hilton Gyeongju Lobby Lounge
PAS 2026 Gala Dinner
Dress code: Business Attire/ National Costume
1830-2100
Day 3: Gyeongju | Wed, May 13
0830-1700
Registration
In front of Hall B, 3F, HICO
0900-1230
Conference
Hall B, 3F, HICO
Welcome by Master of Ceremonies
0900-0905
Strategic Opportunities for Travel & Tourism in an Ever-changing World
In a world where consumers are impacted by ever-changing influences, from geopolitics to the climate, the travel industry is uniquely positioned to provide stability and excitement in equal measure. Opportunities exist for destinations, organisations and brands to entice travellers in unique ways and appeal to an audience of people who are willing to spend money on their dreams.
0905-0915
Simon Moriarty
VP, Syndicated Research, MMGY Global
Understanding Travel Demand Through Global Distribution Networks
In an era of rapidly evolving traveller behaviour and increasingly interconnected travel marketplaces, insights from global distribution networks are playing an important role in helping the industry understand shifting demand patterns. Drawing on perspectives from across the accommodation distribution ecosystem, this session explores how aggregated data and connectivity across travel partners can provide valuable signals about emerging traveller preferences, market dynamics, and booking trends. Discussion will highlight how destinations and tourism businesses can use these insights to strengthen market reach, improve connectivity with global buyers, and support more balanced and resilient tourism growth.
0915-0925
Joseph Sheller
Director of Strategic Marketing Solutions, HBX Group
Digital Tourism at a Crossroads: Platforms, Data and Destination Resilience
Digital platforms and technologies are reshaping how destinations are discovered, experienced, and managed - but their role in building long-term resilience is still being debated. This interactive session brings together leading digital tourism platforms to explore how data, technology, and consumer insight can support smarter destination decision-making, while also addressing emerging challenges around dependency, governance, and value creation.
Combining a short scene-setting presentation, a moderated panel discussion, and live audience interaction, the session will surface shared priorities, points of tension, and practical implications for destinations navigating an increasingly platform-driven tourism ecosystem.
0925-1005
Jackson Pek
Chief Corporate & Legal Affairs Officer, Amadeus
Moderator
Fabrizio Orlando
Director, Government Relations, Tripadvisor
Panellists
Yang Li
Head of Public Affairs, APAC, Booking.com
Sunny Chang
Director, Global Business Development, Tidesquare
Florian Blois
Director of Marketing Partnerships, DIDA
The PATA Foundation: Renewed Purpose, Lasting Impact
As the PATA Foundation enters a new chapter with a renewed vision to better support the Asia Pacific Travel and Tourism industries, and the wider community, at its core, the Foundation it is committed to investing in travel and tourism’s sustainable and equitable growth through human capital development, focusing on education, cultural heritage, and sustainable tourism. In this address, the Chairman of the Board of Trustees, Andrew Jones, will share the Foundation’s revitalised direction, introduce the new Board of Trustees, and call for the support and cooperation of all stakeholders in shaping a more inclusive and resilient tourism future.
1005-1010
Andrew Jones FIH. CHA
Chairman of the Board of Trustees, PATA Foundation; Guardian, Sanctuary Resorts
1010-1035
Networking Coffee Break
Salon Session 1-3
1035-1135
Salon Session 1: Rediscovering Trails: Lessons from John Muir’s Journey Across India
Venue: MR 201 & 202, 2F
Inspired by John Muir Trail India, this session revisits a historic journey that continues to resonate with modern travellers and destinations alike. The speaker will share insights into retracing Muir’s path across India and the stories uncovered along the way, while reflecting on the enduring relevance of conservation, storytelling, and responsible travel in shaping meaningful tourism experiences today.
Salon Session 2: China Tourism Dialogue: China Outbound & Inbound - Decoded
Venue: Hall B, 3F
China’s travel market has not just recovered—it has fundamentally transformed. Traveller behaviour, distribution channels, and policy environments are evolving rapidly, reshaping both outbound and inbound travel. This session brings together leading voices from China and international markets to decode the latest developments, examine what is working and what is not, and uncover where the real opportunities and challenges lie going forward.
Soon Hwa Wong
PATA Ambassador for Greater China
Moderators
George Cao
Co-founder & CEO, Dragon Trail International
David Mann
Chief Economist, Asia Pacific, Mastercard Economics Institute
Panellists
Ning Guoxin
Chief Government Affairs Officer, U-Tour Group
Insook Lee
Executive Director of Korea MICE Bureau, Korea Tourism Organization
Emily Wang
Director, Overseas Marketing, Sanya Tourism Board
Mayur (Mac) Patel
Regional Commercial and Industry Affairs Leader - Asia Pacific, Middle East and Africa, OAG Aviation
Michael Zhou
President & CEO, Odynovo
Salon Session 3: Smart MICE and Digital Tourism: Designing Adaptive Visitor Economies
Venue: MR 203 & 204, 2F
As destinations rethink how they attract and host visitors, smart MICE and digital tourism strategies are becoming central to adaptability and resilience. This session explores how technology is reshaping business events, visitor experiences, and destination management - not as an end in itself, but as an enabler of flexibility, efficiency, and long-term value creation.
Dae-Young Kim
Professor of Hospitality Management, University of Missouri
Moderator
Panellists
Noredah Othman
CEO, Sabah Convention Bureau
Olzhas Ibrayev
Deputy Chairman of the Board, Astana Tourism
David Barrett
Founder & CEO, DBC & Partners Ltd
Deokhyun Jo
Executive Director, Gyeongju Hwabaek International Convention Center
1140-1240
Salon Session 4: AI and the Future of Tourism: From Insight to Impact – Powered by Research Centre for Digital Transformation of Tourism, The Hong Kong Polytechnic University
Venue: Hall B, 3F
Artificial intelligence is rapidly transforming tourism operations, management, and the visitor experience. This breakout session brings together leading academics and industry practitioners to explore how AI-powered tools and digital intelligence can improve forecasting, optimise resources, and enhance personalisation - while addressing ethical and governance challenges. Through expert insights and discussion, participants will examine how research-driven innovation can translate into practical strategies for a more efficient, sustainable, and resilient tourism future.
Salon Session 4-6
Professor Haiyan Song
Chair Professor and Associate Dean, School of Hotel and Tourism Management, The Hong Kong Polytechnic University
Moderator
Professor Bela Stantic
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Panellists
Professor Dan Wang
School of Hotel and Tourism Management, Hong Kong Polytechnic University
Huang Yuzhou
Founder & CEO, WDtrip
Mike Stewart
Regional General Manager, South East Asia, Intrepid Travel
Bernard Metzger
Founder, TravelIndex Group
Salon Session 5: Halal Travel in Transition: Building Resilient and Inclusive Destinations
Venue: MR 201 & 202, 2F
The global Muslim travel market is evolving rapidly, shaped by shifting demographics, digital-native travellers, sustainability values, and rising lifestyle expectations. This session marks the official launch of the Halal Travel Trends Report, jointly produced by CrescentRating and Mastercard, presenting data-driven insights into where the market is heading and what destinations need to do to remain relevant and competitive. Beyond the data, the session brings together practitioners from hospitality, destination marketing, and financial services to share what inclusive, resilient strategy looks like in practice. Delegates will leave with a clear understanding of the opportunity, the key gaps, and concrete actions they can take.
Becky Ip
Deputy Executive Director, Hong Kong Tourism Board
Fazal Bahardeen
Founder & CEO, CrescentRating & HalalTrip
Salon Session 6: Heritage-Led Tourism: Preserving Identity in a Global Market
Venue: MR 203 & 204, 2F
Cultural and heritage assets are not only symbols of identity, but strategic foundations for resilient destinations. This session explores how destinations are positioning heritage-led tourism as a long-term development strategy - balancing preservation, community value, and global appeal. Case examples will examine how authenticity, policy alignment, and community stewardship can strengthen resilience rather than commodify culture.
Randy Durband
CEO, Global Sustainable Tourism Council (GSTC)
Moderator
Deepak Raj Joshi
CEO, Nepal Tourism Board
Panellists
Jennifer Chun
Director of Tourism Research, Hawaii Tourism Authority/State of Hawaii DBEDT
Hyun Chul Shin
Head of the Glocal Tourism Team, Jeju Tourism Organization
Ji Eun Lee
Program Administrator, Organization of World Heritage Cities Asia-Pacific Regional Secretariat (OWHC-AP)
Lunch
1240-1400
Strengthening Partnerships for a Resilient Tourism Future: Strategic MOU Signings
As the tourism landscape becomes increasingly interconnected, strategic partnerships play a critical role in advancing resilience, innovation, and sustainable growth. This ceremonial session marks the signing of two Memoranda of Understanding (MOUs) between PATA and key partners, including the China Chamber of Tourism and a leading private sector organisation, reflecting a shared commitment to strengthening cross-border collaboration, enhancing industry linkages, and unlocking new opportunities for knowledge exchange, capacity building, and market development in support of a more integrated and adaptive tourism ecosystem.
1400-1410
Fostering Deeper Bonds and Meaningful Connections: Hawai‘i’s Approach to Purposeful Tourism
In a world saturated with travel options, destinations that cultivate deeper bonds with travellers create lasting value - for visitors, communities, and local cultures alike. Drawing on Hawai‘i’s uniquely relational tourism model and reflecting on its role as the birthplace of PATA 75 years ago, this presentation connects the Association’s founding values with contemporary approaches to purposeful tourism. The session explores how meaningful connections - rooted in shared experiences, cultural understanding, and mutual respect - can shape destination identity, enhance visitor loyalty, and support sustainable tourism outcomes, offering insights for destinations seeking relevance and resilience in today’s socially conscious travel landscape.
1410-1425
Dr. Aaron Salā
President & CEO, Hawai'i Visitors and Convention Bureau
Aviation, Access and Resilience: Rethinking Connectivity for Growth
Air connectivity underpins tourism growth, yet is increasingly constrained by sustainability goals, capacity limitations, and evolving demand patterns. This session examines how airlines, airports, and destinations are rethinking connectivity strategies to balance access, resilience, and long-term viability, highlighting the importance of collaboration in shaping routes, markets, and future-ready tourism ecosystems.
1425-1440
Mayur (Mac) Patel
Regional Commercial and Industry Affairs Leader - Asia Pacific, Middle East and Africa, OAG Aviation
Empowering the Future: Launch of Rebranded PATAmPOWER and new PATA Microcredentials course
As the tourism industry navigates rapid transformation, investing in people, skills, and continuous learning has never been more critical. In this special launch session, PATA unveils PATAmPOWER—its newly rebranded platform for capacity building, knowledge exchange, and industry empowerment—alongside its Micro-Credentials Programme, offering accessible, expert-led learning pathways in areas such as digital transformation, sustainability, and emerging technologies, marking a significant step in equipping tourism professionals with the capabilities needed to lead in an increasingly complex and fast-changing environment.
1440-1445
Noor Ahmad Hamid
CEO, PATA
Future-Proofing Tourism: The New Era of Rapid Upskilling
In an industry defined by rapid digital transformation and shifting global standards, traditional education must keep pace. PATA is proud to officially launch its Micro-Credential Programme, a "Learn. Lead. Prosper." initiative designed to deliver targeted, expert-led knowledge to tourism professionals worldwide.
This session unveils our first three flagship courses, developed by industry experts in the fields of Artificial Intelligence, Sustainability (ESG), and Online Reputation. Join us as we explore how these bite-sized, high-impact learning modules are closing the skills gap and empowering the next generation of tourism leaders.
1445-1525
Karen Yue
Group Editor, TTG Asia
Moderator
Fabrizio Orlando
Director, Government Relations, Tripadvisor
Panellists
Natasha Montesalvo
Principal Consultant – Destinations, Strategy & Insights, EarthCheck
Alan Elliott Merschen
Founder, The Sigmund Project; Co-Founder, Myriad MMGY Global (pre-recorded video)
From Booking to Ecosystem: Rethinking the Connected Travel Journey in ASEAN
As travel platforms evolve beyond single-service transactions, the concept of a fully connected travel ecosystem is becoming central to the future of tourism in Asia Pacific. This session explores how digital travel platforms are redefining the end-to-end traveller journey, integrating flights, accommodation, mobility, and experiences into a more seamless and personalised offering. Drawing on lessons from ASEAN, the speaker will share practical insights into how airline-led platforms are leveraging data, partnerships, and technology to move beyond traditional booking models. The presentation will also highlight key challenges and opportunities in building connected ecosystems in a highly fragmented and competitive landscape, and what this shift means for destinations, tourism stakeholders, and the broader industry.
1525-1540
Nadia Omer
CEO, AirAsia MOVE
1540-1610
Networking Coffee Break
Stories That Matter: Narrative, Culture, and the Future of Experiential Travel
In an age where travel decisions are increasingly shaped by values, identity, and meaningful experiences, the stories destinations tell - and how they tell them - have never been more important. In this session, the speaker explores the power of narrative in shaping global perceptions of place, culture, heritage, and sustainability. Drawing on examples from around the world, the discussion will illuminate how thoughtful storytelling can enhance destination appeal, deepen visitor engagement, and contribute to resilient, culturally grounded tourism development.
1610-1625
Jeninne Lee-St. John
Editor-in-chief, Travel+Leisure, Southeast Asia
1625-1635
Next Destination Presentation
1635-1640
Noor Ahmad Hamid
CEO, PATA
Closing Appreciation
Day 4: Pohang & Gyeongju | Thu, May 14
Half Day Complimentary Tour in Gyeongju or Pohang
In front of Hall B, 3F, HICO
0900-1230
All Day
Departure
The event is proudly supported by
Hosts
Supporting Airline
Policy Forum Sponsor
Breakout Session Sponsor
Supporting Media Partners
Private Lunch Sponsor
Official Online Hotel Booking
Event Tech Partner
Youth Sponsor
Premier Media Partner
Please be aware that any emails claiming to sell our mailing lists are fraudulent. We advise you to disregard such messages to protect yourself from loss. PATA will never sell your personal information. To learn more about how we protect your privacy, please visit our Privacy Policy, information on Internet Security, and Terms and Conditions.