In Brief: The Pacific Asia Travel Association (PATA) opened its 2026 Travel Mart in Sarawak, Malaysia, providing hospitality professionals and tourism organizations with a platform to network, promote destinations, and pursue business opportunities across the Asia Pacific region.
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Picture: L/R: Noor Ahmad Hamid, Chief Executive Officer, PATA; Henry Oh, Chair, PATA; Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak and Minister for Youth, Sports, and Entrepreneur Development Sarawak; Dr Sharzede Datu Haji Salleh Askor, Chief Executive Officer, Sarawak Tourism Board. – Image Credit PATA
PATA Travel Mart 2026 (PTM 2026) officially opened today in Kuching, Sarawak, Malaysia bringing together over 1,100 tourism delegates from 48 countries and destinations for one of Asia Pacific’s leading international business-to-business travel trade events.
Hosted at the Borneo Convention Centre Kuching (BCCK) from August 18-20, PTM 2026 marks the first time that PATA’s flagship travel trade event has been held in Sarawak. The event brings together 221 buyers, representing 215 companies, from 29 source markets and over 365 sellers representing over 200 organisations and destinations, creating opportunities for tourism businesses and destinations to connect with international markets and develop new partnerships.
The event, organised by the Pacific Asia Travel Association (PATA), is endorsed by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, hosted by the Sarawak Tourism Board, and supported by Business Events Sarawak.
“PATA Travel Mart is about building valuable, quality business connections that extend beyond the event and the opportunities they create that can grow into lasting partnerships,” said PATA CEO Noor Ahmad Hamid. “By taking PTM beyond the region’s traditional gateways, we are deliberately opening international markets to smaller and emerging destinations, helping disperse tourism, broaden economic opportunities and show that the next generation of tourism growth can come from beyond the established hubs.”
At the heart of PTM 2026 is its business exchange programme. Across the two main Travel Mart days, buyers and sellers are participating in more than 4,000 scheduled business appointments, providing opportunities to develop new partnerships, explore new source markets and generate future business.
The event is welcoming both returning and new buyers and sellers, reflecting continued interest in the Asia Pacific region and the value placed by the international tourism industry on direct business engagement.
“Hosting PATA Travel Mart 2026 in Sarawak is an important opportunity for us to strengthen our engagement with the international tourism community and contribute to the future growth of tourism across the Asia Pacific,” said YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak and Minister for Youth, Sports, and Entrepreneur Development Sarawak. “As we grow the sector, our focus remains on creating meaningful economic opportunities, strengthening our tourism industry and ensuring that development continues to benefit our communities while safeguarding the cultural and natural assets that make Sarawak distinctive.”
More Than a Travel Trade Event
While business exchange remains at the heart of PTM, the event is also bringing together the wider PATA community through a programme of knowledge sharing, professional development, leadership, networking and destination engagement.
The programme began on August 17 with the PATA Youth Symposium, bringing together university students and young tourism professionals for discussions, learning opportunities and industry engagement. The Youth Symposium continues on August 18 with community-based and experiential activities designed to provide participants with a deeper understanding of Sarawak and its tourism development.
On the evening of August 17, PATA hosted its Executive Board & Board Members Networking Reception & Life Members Get-Together, together with the PATA Chapter and Student Chapter Awards and the Face of the Future Awards, recognising the achievements and contributions of PATA’s chapters, student chapters and emerging tourism leaders.
On August 18, the PATA Knowledge Forum is bringing industry leaders and experts together under the theme “The Next Era: Impactful Partnerships, Purposeful Growth.” The Forum explores the opportunities and challenges shaping the future of tourism, with discussions focused on partnerships, purposeful growth, technology, business innovation, communities, culture and meaningful tourism experiences.
The Knowledge Forum forms part of PATA’s broader commitment to helping its members navigate a rapidly changing tourism environment by providing opportunities to exchange knowledge, access industry intelligence and develop new partnerships.
Alongside PTM and the Knowledge Forum, PATA’s Executive Board and Board meetings are taking place in Kuching, bringing together representatives from across the Association’s membership and leadership community.
Sarawak Takes Centre Stage
PTM 2026 also provides international delegates with an opportunity to experience Sarawak and gain a deeper understanding of the destination’s tourism offerings.
Known for its rich cultural diversity, Indigenous heritage, biodiversity and natural landscapes, Sarawak provides a distinctive setting for PTM and an opportunity for international tourism professionals to experience the destination beyond its traditional tourism proposition.
Delegates are taking part in networking activities and destination experiences throughout the event, creating opportunities to discover Sarawak’s communities, culture, gastronomy, nature and adventure offerings while building connections with local tourism stakeholders.
“PATA Travel Mart 2026 gives us an important platform to showcase Sarawak directly to the international travel trade and allow delegates to experience the destination beyond the exhibition floor,” said Dr Sharzede Datu Haji Salleh Askor, Chief Executive Officer, Sarawak Tourism Board. “Through our culture, communities, gastronomy, nature and adventure experiences, we want delegates to gain a deeper understanding of what Sarawak offers and take that knowledge back to their respective markets, creating greater opportunities for Sarawak to be included in future travel programmes and itineraries.”
Sarawak Tourism Board has been a PATA member since 1981, and the two organisations have continued to collaborate on initiatives supporting tourism development, sustainability, resilience, biodiversity conservation and capacity building.
Supporting the Next Era of Tourism
PTM 2026 comes at an important time for tourism across Asia Pacific, as changing source markets, traveller expectations, technology and business models continue to reshape the industry.
For PATA, the Travel Mart provides a platform through which its members and partners can respond to these changes through business connections, knowledge sharing and collaboration.
“The tourism industry continues to evolve, creating both opportunities and challenges for destinations and tourism businesses,” added Noor Ahmad Hamid. “PATA’s role is to help our members navigate these changes by providing opportunities to connect, exchange knowledge, access industry intelligence and develop new partnerships. PATA Travel Mart is one of the most visible expressions of that role.”
With the business programme continuing through August 20, PTM 2026 will provide further opportunities for buyers and sellers to connect, explore new markets and develop partnerships, while delegates continue to engage with Sarawak and the wider PATA community.
PATA extends its appreciation to all participating buyers, sellers, members, partners, sponsors and supporters, and particularly to the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, Sarawak Tourism Board and Business Events Sarawak for their support in bringing PTM 2026 to Kuching.
For more information about PATA Travel Mart 2026, please visit www.pata.org/pata-travel-mart-2026.