From Wisdom to Action: PATA Annual Summit 2025 in İstanbul Sparks a Global Shift Toward Meaningful Tourism
İSTANBUL, April 24, 2025 – The Pacific Asia Travel Association (PATA) successfully convened the PATA Annual Summit 2025 (PAS 2025) from April 21-23 at the CVK Park Bosphorus Hotel in İstanbul, Türkiye. The event was generously 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, including senior government officials - such as H.E. Hak Huot, Minister of Tourism of Cambodia, and Meenas Shaugy, Deputy Minister of Tourism and Environment of Maldives - private sector leaders, academics, and youth representatives from across the Asia Pacific and beyond. Delegates came from as far as the Pacific islands, including Guam and Palau, to North Asia with participants from Japan, Korea (ROK), and China, Central Asia including Azerbaijan, the Middle East with Saudi Arabia, as well as South Africa, the United States, and various parts of Europe.
Strengthening the Foundation: PATA's Internal Milestones
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.
Culture, Community, and Collaboration
In alignment with the Summit’s theme, the programme offered delegates hands-on cultural experiences, including simit baking, Turkish coffee brewing, and Ebru marbling- showcasing Türkiye’s deep-rooted traditions and intangible heritage.
Following the conference, attendees explored Türkiye further through curated post-event tours to Istanbul’s iconic landmarks—such as the Hagia Sophia, Topkapı Palace, and Bosphorus Ferry—as well as trips to Antalya, İzmir, and Cappadocia.
During the closing ceremony, new partnerships and MoUs were also recognized, reflecting the collaborative spirit and shared vision that defined PAS 2025.
Giving Back: Kind Hearts Book Drive
As part of the PATA Kind Hearts Initiative, launched in 2024 to promote literacy and community impact in host destinations, delegates were invited to donate children’s books to the Rami Library in İstanbul. The initiative reflects PATA’s ongoing mission to give back, uplift youth, and foster education through tourism.
Committed to Sustainability
In line with PATA’s values, PAS 2025 was organised with sustainability in mind. The event's carbon footprint was fully offset through contributions to the Kınık Wind Power Plant in Türkiye’s İzmir Province, supporting clean energy generation and reinforcing the Association’s environmental responsibility.
Photos & More
Photos from the event can be viewed and downloaded at the following link: www.flickr.com/photos/patahq/collections/72157723768819105/
For more information about the event, visit www.pata.org/pata-annual-summit-2025.
