Key Insights from PATA Knowledge Forum 2024 @ PTM 2024: Responsible, Regenerative and Resilient Tourism
A Look Back at the Takeaways and Highlights from PATA Travel Mart 2024
You simply had to be there! From August 27–29, PATA welcomed over 900 delegates from 45 destinations, including 266 exhibitors from 168 organisations and 24 destinations, along with 191 buyers from 173 organisations across 31 source markets, for a lively travel trade exhibition at PATA Travel Mart 2024, held at the Queen Sirikit National Convention Center (QSNCC). This 47th edition of the event was hosted in Bangkok, Thailand, marking the 25th anniversary of PATA Headquarters’ relocation to this dynamic metropolis.
The event kicked off with the PATA Knowledge Forum under the theme “Reimagining Responsible Tourism for a Regenerative Future.” The forum explored a range of critical topics, from safeguarding the industry against cyber threats to transforming MICE businesses into economic powerhouses for destinations. Attendees also learn about the latest trends among Chinese travellers, innovative tech solutions for travel agents, and effective strategies for integrating ESG guidelines into operations from the experts themselves!
Photo: Peter Semone, Chair, PATA
The theme “Reimagining Responsible Tourism for a Regenerative Future” reflects the current challenges and opportunities facing the tourism industry. As the sector adapts to a post-pandemic landscape, there is a growing need for industry stakeholders to prioritise sustainability, inclusivity, and innovation while focusing on responsible and regenerative practices.
Let’s dive into PATA Knowledge Forum’s key learnings!
Photo: Dr Jaruwan Suwannasat, Director of the MICE Intelligence and Innovation Department & Acting Chief Information Officer, Thailand Convention and Exhibition Bureau (TCEB)
The Soft Power of Business Events for Destinations
Soft power, which involves influencing through culture, values, and ideas, can enhance a destination's global appeal. According to the Thailand Convention and Exhibition Bureau, strategies designed to achieve this goal include: (1) facilitating knowledge exchange between global experts and local artisans, (2) developing flagship events that highlight local strengths with support from both public and private sectors, and (3) attracting international participants to broaden reach. By combining local strengths with creativity and innovation, destinations can showcase their unique attributes, boost local economic development, and strengthen their global position in the MICE sector.
Photo: Junichi (Jack) Kumada, Chief Consultant, JTB Tourism Research and Consulting Co; Cindy Lui, Assistant Vice President of Resort Sales, MGM; Nichlas "Nick" Maratos, Vice President - Commercial, Dusit Thani Public Company Limited; Hiran Cooray, Director, Jetwing Hotels; and Olivier Berrivin, VP, International Operations - APAC, BWH Hotels
Reinventing Hospitality: Challenges, Innovations, and the Future of Hotels
Technology is advancing rapidly in hospitality, with digital room keys, mobile check-ins, and touchless systems becoming standard to meet customer expectations. Innovations such as Artificial Intelligence (AI) are crucial for enhancing guest experiences, reducing administrative tasks, and managing over-tourism and visitor distribution, thereby allowing more meaningful interactions between guests and staff.
While the industry continues to embrace sustainable practices, third-party certifications from organisations such as the Global Sustainable Tourism Council (GSTC) should simultaneously be adopted to ensure genuine commitment to sustainability.
Photo: Samson Chan, Director, Business and Partnership, SEA, Vpon Big Data Group
Enhancing Cybersecurity in the Travel Industry
While the travel industry has improved the tourist experience through digital touchpoints like seamless online ticketing and free Wi-Fi, these advancements also bring increased risks of data breaches and privacy violations. To balance the benefits of technology with its security, effective strategies include establishing transparent data governance, implementing advanced technology solutions and modular flexibility to prevent system-wide issues, and committing to ongoing cybersecurity with the Plan, Do, Check, Act (PDCA) cycle.
Data security and privacy must be prioritised as they are essential for building trust with consumers, protecting businesses, and enhancing the overall travel experience.
Photo: Michael Zhou, President, Guilin Tang Dynasty Tours Co., Ltd
Navigating the New Era of Chinese Tourism
Chinese outbound tourism is currently challenged by an economic slowdown, government travel restrictions, and market saturation in nearby destinations. To effectively attract Chinese tourists, it’s crucial to look beyond major cities and target potential travellers in cities like Xi’an, Chengdu, and Chongqing. Diversifying offerings with genuine, high-quality experiences, such as gastronomy, adventurous tourism, immersive nature-based trips, and luxurious hotel stays, is key to standing out.
Additionally, strategies should include promoting off-peak travel aligned with regional holidays and festivals, leveraging popular platforms like Xiaohongshu and Douyin to reach younger audiences and enhance visibility in this evolving market.
Photo: Minmunta Pantong, General Manager, Nisco Travel; Michael Zhou, President, Guilin Tang Dynasty Tours Co., Ltd; and David Chai, General Manager - Global Sourcing, Tidesquare
The Future of Travel Agents: Adapting to a Changing Landscape
Post-pandemic, travel preferences have shifted towards individual, tailor-made tours (FITs) and longer, multi-destination journeys. To stay competitive, travel agencies should master digital marketing tools like pay-per-click (PPC), search engine optimisation (SEO), and social media to connect with younger audiences. Balancing technology, such as booking systems, with exceptional personal service is crucial; this combination offers convenience while ensuring customers feel cared for, which aids client retention.
Sustainability also poses a challenge as the industry works to align growth with environmental preservation. While agencies are beginning to adopt sustainable practices, achieving widespread implementation will require ongoing commitment and focus.
Photo: L/R: Pavnesh Kumar, Director - Sustainability & Research, PATA; Dr. Zinaida Fadeeva, Team leader SWITCH-Asia Policy Support Component, SWITCH-Asia; Watcharee Churugsa, Assistant Director - General, Designated Areas for Sustainable Tourism Administration (Public Organization) (DASTA); and Peter Richards, Project Manager, SWITCH ASIA Tourlink Project
Understanding and Implementing EU ESG Guidelines in Tourism
The EU ESG regulations pose challenges and opportunities for the Asia Pacific tourism industry, particularly for smaller businesses lacking the resources to fully meet requirements and establish systematic sustainability practices. To bridge this gap, organisations must support SMEs through strategies such as (1) creating tailored coaching plans with actionable guidelines, (2) developing minimum standards to help SMEs gradually meet national criteria, and (3) establishing mechanisms to provide SMEs with the necessary knowledge and tools for sustainable tourism, to name a few.
More event highlights include:
MOU Signing between PATA and Sanya Tourism Board
On August 27, PATA and the Sanya Municipal People’s Government signed a Memorandum of Understanding (MOU) at the PATA Media Briefing in Bangkok, held alongside PATA Travel Mart 2024. This partnership is a major step forward in advancing sustainable tourism in Sanya and across tropical islands in the Asia Pacific. The first activity from the MOU: 2024 Tropical Coastal City Tourism Event
MOU Signing between PATA and Tourism Seasonality Summit
During the PATA Knowledge Forum, PATA and the Tourism Seasonality Summit signed a Memorandum of Understanding (MOU), aiming to tackle tourism seasonality challenges across the Asia Pacific region.
This MOU represents a commitment from both parties to work together towards managing peak-season tourism and mitigating over-tourism, highlighting our shared mission to enhance and protect tourism experiences for both future travellers and local communities!
PATA Gold Awards and Awards Presentation 2024
Graciously hosted by the Macao Government Tourism Office, the PATA Gold Awards Lunch and Awards Presentation brought together over 430 attendees, including winners, special guests, buyers, sellers, media, and PTM delegates for a joyful celebration that honoured exceptional achievements in Marketing, Sustainability, and Social Responsibility.
PATA Youth Symposium and Career Fair 2024
PATA’s inaugural Youth Symposium and Career Fair brought together over 200 youth and industry delegates from 12 destinations at Dusit Thani College.
The event highlighted the importance of nurturing future tourism leaders through presentations, panel discussions, and roundtable talks with international experts. The career fair also offered students opportunities to connect with prestigious organisations.
PATA Power of Networking in Bangkok
Nearly 80 PATA Life Members, Executive Board members, Board members, special guests, and more came together at PATA Power of Networking to reconnect with old friends, spark great conversations, and create new, memorable moments!
During the gathering, Winners of PATA Chapter Awards, Student Chapter Awards and Face of the Future 2024 were also recognised for their achievements!
Lucky Draw @ PATA Booth
Delegates joined in the fun at the PATA Booth and took a spin to win complimentary stays at luxurious five-star hotels or cruise tours, subscription to innovative AI digital solutions, exclusive brand exposure opportunities and many more prizes worth more than US $20,000 in total!
PATA Travel Mart 2024 was proudly supported by Platinum Sponsor, Tourism Authority of Thailand; Gold Sponsors, Thailand Convention and Exhibition Bureau, and Korea Tourism Organization; Sponsor, Thailand.co.th.; Event Tech Partners, Thailand Convention and Exhibition Bureau, and Cvent; and Official Publication for PTM Daily, TTG Asia Media.
PATA Lucky Draw sponsors included Asian Trails Thailand, BORNEO NATURE TOURS SDN BHD, Centara Karon Resort Phuket; Crystal Holidays; Forte Hotel Group; SkyBay Hotel; Global Sustainable Tourism Council (GSTC); Hotel Royal Macau; Huangshan Administrative Committee; Jalan.ai; LightBlue Environmental Consulting Co.,Ltd.; MAHAWELI REACH HOTEL; MGM; Nanjing Municipal Bureau of Culture and Tourism; Sustainable Travel International; Tourism.co.th Company Limited; The Centre for Responsible Tourism Singapore; Travelindex Group; and WYNN MACAU | WYNN PALACE.
Media partners supporting the event included Jacobs Media, Travel Daily Media, TravelDailyNews Asia-Pacific, Travelindex Group, Travel Press, Travel Voice, Travtalk, TTN Worldwide, and TTR Weekly.
