Guiding the Future of Pacific Asia Tourism: PATA's New Vision and Mission

İSTANBUL, April 24, 2025 –  Recognising the shifting global landscape, the Pacific Asia Travel Association (PATA) has announced a new Vision and Mission that reflects the evolving priorities of the travel and tourism sector with a focus on innovation, collaboration, and adaptability. These guiding principles are a catalyst to the shaping of a meaningful tourism economy.

The new Vision and Mission were approved by the PATA Board held during the PATA Annual Summit 2025 in İstanbul, Türkiye, and were formally ratified during the 74th Annual General Meeting.

PATA’s new vision, “A meaningful Pacific Asia tourism economy”, is both concise and impactful. The word “meaningful” reflects a commitment to long-term, holistic outcomes - social, cultural, environmental, and economic - that benefit all stakeholders. It recognises tourism’s potential as a transformative force that respects diversity, supports communities, and nurtures the region’s rich heritage.

PATA’s new mission is: “Share knowledge, enable networking, and protect tourism economy assets by fostering innovation, collaboration, and adaptability”.

This mission defines PATA’s 2030 strategic plan that supports its growing network of members and partners through responsible tourism practices, forward-thinking initiatives, and community-driven collaboration. It reflects a continued dedication to sustainability, resilience, and the long-term relevance of the tourism sector.

PATA Chairman Peter Semone said, “with our new direction we are setting our aspiration on advancing a meaningful tourism economy in Pacific Asia, one where host communities are empowered, tourism stakeholders are valued, businesses grow responsibly, and the environment and cultural heritage are protected.”