2026 年 9 月 30 日 曼谷电 —— 亚太旅游协会（PATA）与旅游与旅游业研究协会（TTRA）签署合作谅解备忘录（MOU），正式确立机构战略伙伴关系，搭建合作框架，围绕旅游研究、知识互通与行业专业交流开展深度协作。

本次合作旨在深化两大机构的联动纽带，依托双方会员社群的资源共享、经验互通与交流对接，助力旅游业实现负责任、可持续发展。

PATA 首席执行官 Noor Ahmad Hamid 表示：“行业研究与权威文旅数据，对于把握产业变革趋势、为各地目的地及全产业链提供科学决策支撑，发挥着愈发关键的作用。TTRA 汇聚了大批深耕一线的研究人员、高校学者与文旅从业者，始终致力于推动行业研究落地应用。本次合作将为 PATA 与 TTRA 搭建知识共享桥梁，打通双方资源网络，为会员创造更多互学互鉴的交流契机。”

根据备忘录约定，PATA 与 TTRA 将在四大板块开展协同合作：

• 行业活动与知识分享：双方互相支持对方举办的各类行业活动；符合资质的行业专家可受邀参与双方主题论坛，机构代表可互访观摩重点行业活动。

• 专业知识互通：围绕旅游调研、目的地规划、产业发展等核心议题，常态化开展行业观点与研究成果交流。

• 市场宣传与传播推广：在条件允许的前提下，借助会员电子通讯、线上新媒体渠道，互相推介对方重点活动与项目。

• 专业行业对接：为双方会员、机构代表搭建更多交流渠道，共享专业经验，共同跟进影响全球文旅产业发展的前沿动态。

依托上述合作举措，双方将搭建互通平台，打通 PATA 覆盖亚太的旅游产业网络，以及 TTRA 汇聚全球旅游研究人员、实务工作者、学界专家与行业高管的专业社群，实现更深层次的行业互动。

TTRA 首席执行官 Kathleen Palmer 指出：“TTRA 致力于搭建高质量全球合作纽带，推动旅游研究成果、行业知识与创新理念高效流通。此次与 PATA 达成合作，为双方社群搭建了优质对接渠道，能够进一步拓宽双方研究成果的传播范围，放大两大机构行业工作的影响力。”

这份谅解备忘录为双方长期稳定合作奠定基础，后续两机构可基于共同发展诉求，持续挖掘更多全新协作方向。

机构简介：TTRA

旅游与旅游业研究协会（TTRA）是全球性非营利机构，以高质量行业研究、专业教育培训与跨方协作赋能全球文旅产业发展。协会汇聚多元化行业从业者、高校科研人员与产业领军人物，搭建人脉拓展、知识交流与创新孵化平台。TTRA 始终秉持推动旅游业可持续高质量发展的宗旨，持续输出前沿行业洞察与最优实践方案，引领产业长远发展。协会会员协同发力，推动行业研究赋能产业战略规划，打造前沿文旅解决方案，为民众、旅游目的地与社会发展创造正向价值。更多详情可访问官网：www.ttra.com。

BANGKOK, September 30, 2026  — The Pacific Asia Travel Association (PATA) and the Travel and Tourism Research Association (TTRA) have formalised an organisational partnership through the signing of a Memorandum of Understanding (MOU), establishing a framework for greater collaboration in tourism research, knowledge exchange and professional engagement.

The partnership is intended to strengthen connections between the organisations and support the responsible and sustainable development of tourism through greater cooperation, knowledge sharing and opportunities for engagement between their respective communities.

“Research and reliable tourism intelligence are increasingly important to understanding how our industry is changing and to supporting better-informed decisions across destinations and the wider tourism sector,” said PATA CEO Noor Ahmad Hamid. “TTRA brings together an extensive community of researchers, academics and tourism professionals with a strong commitment to advancing the use of research. This partnership provides an opportunity for PATA and TTRA to share knowledge, connect our networks and create greater opportunities for our members to learn from one another.”

Under the agreement, PATA and TTRA will collaborate across several areas, including:

• Events and Knowledge Sharing: Mutual support for relevant events and activities, including opportunities for qualified speakers to participate in each organisation’s programmes and for representatives to attend selected events.

• Knowledge Exchange: Opportunities to exchange knowledge and perspectives on issues relevant to travel and tourism research, planning and development.

• Marketing and Communications: Mutual promotion of relevant events and activities through member newsletters and other digital communication channels, where applicable.

• Professional Engagement: Greater opportunities for members and representatives of both organisations to connect, share expertise and engage with developments shaping the travel and tourism sector.

Through these activities, the partnership will provide a platform for greater interaction between PATA’s Asia Pacific tourism network and TTRA’s global community of tourism researchers, practitioners, academics and industry professionals.

TTRA CEO Kathleen Palmer said, “TTRA is committed to building meaningful global connections that strengthen the exchange of tourism research, knowledge, and ideas. Our partnership with PATA creates exciting opportunities to connect our communities and expand the reach and impact of the work being done across both organizations.”

The MOU provides a foundation for continued cooperation between the two organisations, with both parties able to identify further opportunities for collaboration in areas of mutual interest.

About TTRA

The Travel and Tourism Research Association (TTRA) is a global non-profit organization dedicated to enhancing the travel and tourism industry through impactful research, education, and collaboration. Comprised of a diverse community of professionals, academics, and industry leaders, TTRA provides a platform for networking, knowledge sharing, and fostering innovation. With a commitment to driving sustainable growth and excellence in travel and tourism, TTRA continually strives to advance insights and best practices, shaping the industry’s future. TTRA members collaborate to advance the strategic use of research to provide leading-edge travel and tourism solutions that create a positive impact on people, places, and society. For more information, visit www.ttra.com.

2026 年 9 月 15 日 曼谷电 —— 亚太旅游协会（PATA）与亚洲旅游科技产业协会（ATTIA）签署合作谅解备忘录（MOU），正式缔结机构伙伴关系，标志着双方在亚太旅游与科技融合领域的协作迈入全新阶段。

本次合作协议搭建长效协作框架，双方将携手助力行业发展、培育产业创新动能，在文旅产业全面数字化的大背景下深化政策交流对话。

PATA 首席执行官 Noor Ahmad Hamid 表示：“ATTIA 持续出台配套政策，推动旅游与科技融合创新发展，所开展的工作极具价值。其发展理念与 PATA 打造更可持续、更具抗风险能力的旅游产业生态的目标高度契合，此次合作可谓水到渠成。”

他补充道：“双方资源网络高度互补，也是促成本次合作的重要契机，我们将合力为全行业创造更大价值。我十分期待与 ATTIA 携手，共同推动亚太旅游业向更稳健、更具创新力、互联互通的方向发展。”

ATTIA 董事总经理 Mark Chan 表示：“PATA 拥有无可比拟的行业影响力，能够统筹各国政府、旅游目的地及全产业链资源。结合 ATTIA 的政策研究优势与头部旅游科技企业的行业视角，双方合作可将一线产业经验转化为务实交流成果，为文旅产业迭代升级提供科学的政策制定参考。”

根据备忘录约定，PATA 与 ATTIA 将围绕三大核心板块开展合作：

1.行业活动与知识共享：双方互相支持线下峰会、线上研讨会及各类产业活动，互邀行业嘉宾参与演讲分享，并开放活动跨界参会通道。

2.市场推广与传播运营：联合推广行业项目，共享文旅产业研究洞察，依托线上平台与宣传渠道，互相宣传对方举办的各类活动。

3.行业联动与政策倡导：围绕产业政策、技术创新深化交流，推动建设互联互通、韧性充足、面向长远发展的文旅行业。

通过系列协同举措，两大机构重申共同愿景，将持续助力亚太旅游业实现可持续发展与数字化转型升级。

本次签署的谅解备忘录也为双方后续深度合作奠定基础，双方均表示愿意拓展联合项目，在首期合作期满后延续伙伴关系。

机构简介：ATTIA

亚洲旅游科技产业协会（ATTIA）是亚太地区头部旅游科技企业行业组织，总部设于新加坡。协会汇聚各大旅游平台与技术服务商，针对行业新兴议题形成区域性专业观点，搭建企业与政府间常态化沟通桥梁，助力旅游行业构建创新、富有竞争力且可持续的发展格局。

BANGKOK, September 15, 2026  — The Pacific Asia Travel Association  (PATA) and the Asia Travel Technology Industry Association (ATTIA) have formalised an organisational partnership through the signing of a Memorandum of Understanding (MOU), marking a significant step towards strengthening collaboration at the intersection of travel, tourism, and technology across the Asia Pacific region.  

The agreement establishes a framework for both organisations to work together in supporting industry development, fostering innovation, and enhancing policy dialogue in an increasingly digital tourism landscape.  

PATA CEO Noor Ahmad Hamid said, “ATTIA’s role in shaping policy to support the evolving intersection of tourism and technology is highly commendable. Their efforts closely align with PATA’s commitment to advancing a more sustainable and resilient tourism ecosystem, making this partnership a natural fit.”  

He added, “Our intersecting networks have also played a key role in bringing us together, motivating us to jointly deliver greater value to the wider sector. I look forward to collaborating with ATTIA in advocating for a more resilient, innovative, and connected industry across Asia Pacific.”  

“PATA’s reach and its ability to bring together governments, destinations and the wider travel industry are exceptional. By combining that network with ATTIA’s policy expertise and the perspectives of leading travel technology companies, this partnership can help translate industry experience into practical dialogue and better-informed policymaking as travel continues to evolve,” said Mark Chan, Managing Director of ATTIA.  

Under the agreement, PATA and ATTIA will collaborate across key areas, including:

• Events and Knowledge Sharing: Mutual support for conferences, webinars, and industry activities, including opportunities for speaking engagements and cross-participation.

• Marketing and Communications: Joint promotion of initiatives, sharing of tourism insights, and amplification of each other’s activities through digital platforms and communication channels.

• Industry Engagement and Advocacy: Strengthening dialogue around policy and innovation to support a more connected, resilient, and forward-looking tourism sector.

Through these collaborative efforts, both organisations reaffirm their shared commitment to supporting the sustainable growth and digital advancement of the Asia Pacific travel and tourism industry.  

The MOU also provides a foundation for future cooperation, with both parties expressing openness to expanding joint initiatives and extending the partnership beyond the initial term.

About ATTIA

The Asia Travel Technology Industry Association (ATTIA) is the leading regional association for travel technology companies operating across Asia-Pacific. Based in Singapore, ATTIA brings together major travel platforms and technology providers to develop regional perspectives on emerging issues, strengthen dialogue between industry and governments, and help shape an innovative, competitive and sustainable future for travel.

《亚太：心怀使命的旅游》聚焦文旅从业者、目的地与创新力量，探寻旅游经济赋能社区、守护文化自然遗产、构建更具韧性发展未来的路径

2026 年 9 月 8 日 曼谷电 —— 亚太旅游协会（PATA）联合战略内容创作机构 Content With Purpose（CWP），正式上线全新数字影片系列《亚太：心怀使命的旅游》。该系列深度探讨旅游业如何为亚太各地目的地、企业、本土社群及游客创造长效且富有意义的价值。

今年恰逢 PATA 成立 75 周年，本系列立足当下，展望亚太旅游发展全新纪元。通过纪实影片、行业专家访谈与真实落地案例，剖析行业如何应对气候压力、游客需求转变、科技飞速迭代等挑战，探索兼顾包容性与抗风险能力的旅游发展模式。

旅游业是亚太各目的地经济支柱、文化标识与民生保障的核心产业。但行业长远发展不能仅以吸引游客数量为目标，更需以可持续方式运营旅游产业，守护珍贵文旅资源，保障本地社群共享旅游发展红利。

《亚太：心怀使命的旅游》不止停留在发展理念层面，重点记录一批已践行可持续旅游理念的机构与从业者。影片围绕目的地资源管护、气候应对举措、社区共建模式、负责任创新、人才培育及区域协作六大方向展开深度解读。

本系列由 CWP 联合 PATA 联合制作，汇聚亚太及全球旅游产业链内目的地管理机构、行业协会、高等院校与文旅企业共同参与内容创作。参与本系列内容共创的合作单位包括：海南大学亚利桑那州立大学国际旅游学院、Hawai‘i Tourism Authority、香港都会大学李兆基商管学院、Marianas Visitor Authority、Song Saa、The Luxury Signature、Travelife。系列访谈嘉宾汇集行业管理者、政策制定者、学界学者、企业家与一线从业者，代表人物有：PATA 首席执行官 Noor Ahmad Hamid、韩国旅游组织美洲区执行总监 Insook Lee、TTG 亚洲传媒集团主编 Karen Yu、PATA 尼泊尔分会顾问 Deepak Joshi、PATA 大中华区大使 黄顺华、Booking.com亚太区公共事务负责人 Yang Li。

影片收录多个特色实践案例：夏威夷由社区主导的过度旅游治理方案、老挝将生态保护与居民增收相结合的文旅企业、菲律宾与泰国重构人地共赢关系的目的地发展模式；同时记录师生团队探索旅游传承本土文化的实践、马里亚纳群岛依托原住民智慧开展资源管护的经验，以及高端酒店行业重新定义可持续奢华与长期价值的创新思路。系列影片全方位展现，当下亚太地区众多从业者与创新理念，正在塑造更有温度、更可持续的旅游发展未来。

诸多案例共同印证，价值型旅游拥有多元落地形式：保护生物多样性与文化遗产、扶持本土中小企业、完善人才培养与职业发展通道、合规运用文旅科技、帮助目的地提前应对各类发展冲击。该数字系列充分彰显 PATA 推动亚太高质量旅游经济发展的初心，即以旅游产业助力区域长期社会、文化、环境与经济协同发展。

PATA 首席执行官 Noor Ahmad Hamid 表示：“今年是 PATA 成立 75 周年，《亚太：心怀使命的旅游》承载着我们长期以来分享行业知识、推广落地解决方案、助力亚太旅游长远发展的使命。影片收录各地目的地、企业与社区的鲜活故事，展现多方协作、行业创新与负责任的管理模式如何为民众与文旅资源创造长久收益。我们十分荣幸能与 Content With Purpose 共同打造这一项目，也期待本片能够启发更多行业同仁，携手构建更稳固、抗风险能力更强的旅游经济体系。”

Content With Purpose 创始人兼董事总经理 Max Smith 谈道：“旅游最动人的故事，不在于风光本身，而在于守护这片土地的人、因旅游改变生活的社群，以及能够让目的地世代繁荣的发展思路。在亚太各地走访过程中，我们见到无数从业者以创意、担当与极强的责任感，将可持续旅游理念转化为实际行动。本系列整合他们的真实故事，不仅展示行业发展的可行路径，更激励各界共同构想旅游行业更美好的未来，并参与其中付诸实践。

叙事能够将复杂的行业挑战转化为贴近大众、亟待解决且切实可行的议题。我们希望观众跳出‘旅游只是一门产业’的固有认知，看见旅游作为强大纽带，能够搭建人际联结、创造发展机遇、推动长久正向变革。”本系列面向全行业受众，涵盖旅游从业者、目的地管理机构、政府公共部门管理者、文旅企业、教育科研工作者、学生、投资机构及参与旅游经济建设的本地社群。同时，该项目也是 PATA 整体工作布局的重要一环：依托创新、协作与灵活应变，持续分享行业知识、搭建商务对接平台、保障旅游产业资产长效发展。本系列数字影片正式上线前，已于 2026 年 PATA 旅游交易会开展点映，面向亚太旅游行业会员提前释出影片故事与行业观点。

《亚太：心怀使命的旅游》现已免费开放观看。

项目简介：《亚太：心怀使命的旅游》

本数字影片系列由亚太旅游协会（PATA）与 Content With Purpose 联合出品。依托纪实叙事、专家观点与真实落地案例，探究旅游业如何打造韧性目的地、繁荣本地社群、培育负责任企业、守护文化与自然遗产。

核心议题

1.目的地资源管护与社区共建

2.可持续旅游与气候应对行动

3.旅游科技与负责任创新

4.人才培育、行业领导力与能力建设

5.危机预案与产业抗风险能力

6.区域联动与产业协作

7.包容性增长及旅游广泛社会经济价值

影片于 2026 年 PATA 旅游交易会完成首映，并于 2026 年 9 月 8 日正式线上全平台上线。

媒体采访合作渠道

PATA、Content With Purpose 及部分参与机构代表可接受媒体专访，围绕以下议题提供专业解读：

• 亚太旅游业未来发展趋势

• 目的地管护与社区导向型旅游模式

• 旅游产业韧性建设与气候适应方案

• 旅游经济领域科技与创新应用

• 文旅人才培育与行业人力发展

• PATA 七十五载发展积淀与未来核心工作方向

如需预约专访、影片提前观摩或获取配套新闻素材，请联系：Content With Purpose 市场传播负责人 Mariana Diaz，邮箱：mariana@contentwithpurpose.co.uk

机构简介：Content With Purpose

Content With Purpose 是专业战略内容创作机构，主打纪实内容创作与全球传播项目，聚焦可持续发展、产业创新与社会价值议题。机构与全球各地行业协会、组织、院校及行业领军企业合作，打造纪实影片与传播活动，围绕全球关键社会议题传递信息、引发关注、推动落地行动。

更多详情请访问官网：www.contentwithpurpose.co.uk

Pacific Asia: Tourism with Purpose brings together tourism leaders, destinations and innovators to explore how the visitor economy can strengthen communities, protect cultural and natural heritage and build a more resilient future.

BANGKOK, September 8, 2026 — The Pacific Asia Travel Association (PATA), in partnership with strategic content creator Content With Purpose (CWP), has launched Pacific Asia: Tourism with Purpose, a new digital film series examining how tourism can create meaningful and lasting value for destinations, businesses, communities and travellers across the region.

Launched during PATA’s 75th anniversary year, the series looks ahead to the next era of tourism in the Asia Pacific region. Through documentary films, expert interviews and real-world case studies, it explores how the sector can respond to climate pressures, changing traveller expectations, rapid technological development and the need for more inclusive and resilient growth.

Tourism is central to the economies, identities and livelihoods of destinations throughout the Asia Pacific region. However, its future success will depend not only on attracting more visitors, but on managing tourism in ways that protect the places people travel to experience and ensure that local communities share in its benefits.

Pacific Asia: Tourism with Purpose moves beyond aspiration to spotlight organisations and people already putting these principles into practice. The films examine approaches to destination stewardship, climate action, community participation, responsible innovation, workforce development and regional cooperation.

Produced by CWP in partnership with PATA, the series features contributions from destinations, tourism organisations, educational institutions and businesses operating across the region and wider visitor economy.

Content partners featured in the series include: Hainan University-Arizona State University International Tourism College, Hawai‘i Tourism Authority, Hong Kong Metropolitan University Lee Shau Kee School of Business and Administration, Marianas Visitor Authority, Song Saa, The Luxury Signature, and Travelife.

The series also brings together perspectives from tourism leaders, policymakers, academics, entrepreneurs and practitioners, including: Noor Ahmad Hamid, CEO, PATA; Insook Lee, Executive Director for the Americas, Korea Tourism Organization; Karen Yu, Group Editor, TTG Asia Media; Deepak Joshi, Advisor, PATA Nepal Chapter; Soon-Hwa Wong, PATA Ambassador for Greater China; and Yang Li, Head of Public Affairs, Asia Pacific, Booking.com.

Among the stories featured are community-led responses to overtourism in Hawaii, tourism enterprises in Lao PDR that connect conservation with local livelihoods, and destination models in the Philippines and Thailand that rethink the relationship between people, place and prosperity. The series also follows students and educators examining how tourism can preserve cultural identity, explores how Indigenous knowledge continues to shape stewardship in the Marianas, and looks at how hospitality businesses are redefining sustainability, luxury and long-term value. Together, these films offer a glimpse into the people and ideas shaping a more thoughtful future for tourism across the Asia Pacific region.

Together, these stories demonstrate that tourism with purpose can take many forms: safeguarding biodiversity and cultural heritage, creating opportunities for local enterprises, improving skills and career pathways, using technology more responsibly and preparing destinations for future disruption.

The series reflects PATA’s commitment to advancing a meaningful Pacific Asia tourism economy – one in which tourism supports long-term social, cultural, environmental and economic outcomes.

PATA CEO Noor Ahmad Hamid said, “As PATA celebrates its 75th anniversary, Pacific Asia: Tourism with Purpose reflects our ongoing commitment to sharing knowledge and showcasing practical solutions that support the future of tourism across the region. Through inspiring stories from destinations, businesses and communities, this series highlights how collaboration, innovation and responsible leadership can create lasting benefits for both people and places. We are proud to partner with Content With Purpose on this initiative and hope it inspires others to help shape a stronger, more resilient visitor economy."

Alongside this, Max Smith, Founder and Managing Director of Content With Purpose, said: “The most powerful stories in tourism are not about the places people visit; they are about the people who care for those places, the communities whose lives are shaped by tourism and the ideas that can help destinations flourish for generations to come. Across Pacific Asia, we encountered people turning purpose into action with creativity, courage and a deep sense of responsibility. This series brings their stories together, not only to showcase what is possible, but to inspire others to imagine a better future for tourism and play their part in creating it.

Storytelling can make complex challenges feel human, urgent and achievable. Our hope is that these films encourage audiences to look beyond tourism as an industry and see it as a powerful force for connection, opportunity and lasting positive change.”

The series is intended for tourism professionals, destination management organisations, government and public-sector leaders, businesses, educators, researchers, students, investors and communities with a role in shaping the visitor economy.

It also supports PATA’s wider work to share knowledge, enable networking and protect tourism economy assets through innovation, collaboration and adaptability.

The digital launch follows a preview of the series at PATA Travel Mart 2026, where members of the regional tourism community were given an early look at the stories and perspectives featured in the films.

Pacific Asia: Tourism with Purpose is now available to watch for free here.

About Pacific Asia: Tourism with Purpose

“Pacific Asia: Tourism with Purpose” is a digital film series produced by the Pacific Asia Travel Association and Content With Purpose. Through documentary storytelling, expert perspectives and real-world case studies, the series explores how tourism can contribute to resilient destinations, thriving communities, responsible businesses and the protection of cultural and natural heritage.

Key themes include:

• Destination stewardship and community participation

• Sustainable tourism and climate action

• Tourism technology and responsible innovation

• Skills, leadership and capacity building

• Crisis preparedness and resilience

• Regional connectivity and collaboration

• Inclusive growth and the wider social and economic value of tourism

The series was previewed at PATA Travel Mart 2026 and launched digitally on September 8, 2026.

Interview and media opportunities

Representatives from PATA, Content With Purpose and selected participating organisations are available for interviews and expert commentary on topics including:

• The future of tourism across Pacific Asia

• Destination stewardship and community-centred tourism

• Tourism resilience and climate adaptation

• Technology and innovation in the visitor economy

• Skills and workforce development

• PATA’s 75-year legacy and priorities for the future

To request an interview, preview selected films or obtain additional media materials, contact: Mariana Diaz, Marketing and Communications Lead, Content With Purpose, mariana@contentwithpurpose.co.uk

About Content With Purpose

Content With Purpose is a strategic content creator specialising in documentary storytelling and global communications campaigns focused on sustainability, innovation and social impact. Working with associations, organisations, institutions and industry leaders worldwide, CWP creates films and campaigns designed to inform, engage and inspire action around some of society’s most important challenges.

More information: www.contentwithpurpose.co.uk

2026 年 9 月 3 日 曼谷电 —— 亚太旅游协会（PATA）与全球商务旅行协会（GBTA）正式缔结战略合作伙伴关系，双方将携手强化 2027 年 PATA 旅游交易会的企业商务差旅专项板块。本届交易会将于 2027 年 9 月 20 日至 22 日在中国澳门举办。

2026 年 8 月 18 日，马来西亚砂拉越州古晋举办的 2026 年 PATA 旅游交易会知识论坛期间，PATA 首席执行官 Noor Ahmad Hamid 与 GBTA 亚太区高级总监 Elle Ng-Darmawan 共同签署合作谅解备忘录（MOU）。

根据合作协议，GBTA 将出任 2027 年 PATA 旅游交易会战略商务差旅合作伙伴，依托自身覆盖全球的企业采购方、采购专员及差旅管理者资源网络，联动 PATA 成熟的亚太旅游交易平台。

本次合作将围绕四大维度升级 2027 年 PATA 旅游交易会商务差旅与商务活动板块：打造专业主题议程、邀约企业采购方参会、搭建行业知识交流平台、开展精准 B2B 商务对接。

作为合作内容的重要组成部分，GBTA 将协同 PATA，共同策划并落地交易会知识论坛中的企业商务差旅专题内容；同时依托自身庞大的行业人脉与宣传渠道，邀约优质企业采购方赴会参展洽谈。

PATA 将按照协会官方特邀采购商资质审核流程，配合 GBTA 完成合规企业采购方的参会统筹工作。

双方还将依托各自宣传渠道开展联合市场推广活动，打通亚太旅游行业与全球企业差旅采购负责人、决策层的对接通道。

PATA 首席执行官 Noor Ahmad Hamid 表示：“商务差旅是串联亚太各目的地、企业与社群的重要纽带。本次与 GBTA 携手，能够整合双方互补的资源网络与专业经验，创造高质量商务对接与行业交流新机遇。我们期待通力协作，进一步夯实 2027 年澳门 PATA 旅游交易会的商务差旅板块实力。”

GBTA 亚太区高级总监 Elle Ng-Darmawan 指出：“亚太地区是全球商务差旅支出规模最大、增长速度最快的市场，持续为全球经济增长、贸易互通发挥关键支撑作用。GBTA 最新发布的《2026 商务差旅指数报告》充分印证了亚太市场庞大体量与蓬勃活力，这也使得旅游全产业链的协同合作变得前所未有的重要。

本次与 PATA 的合作恰逢其时，将在澳门搭建起汇聚差旅管理者、旅游供应商、目的地管理方及全行业从业者的交流平台。整合双方资源与专业优势后，我们将挖掘更多行业发展机遇，为双方会员创造更大价值，助力亚太旅游产业持续繁荣发展。”

此次战略合作旨在打造更侧重商务属性的 2027 年 PATA 旅游交易会：一方面为企业采购方提供更多发掘亚太旅游目的地、旅游产品与配套服务的渠道；另一方面让旅游供应商能够直接对接全球商务差旅领域具备决策权的优质客户。

2027 年 PATA 旅游交易会落地中国澳门，举办时间为 9 月 20 日至 22 日，活动将汇聚亚太及全球各地旅游供应商、采购商与行业相关方，搭建商务洽谈、人脉拓展、经验共享的综合平台。

机构简介：GBTA

全球商务旅行协会（GBTA）是全球顶尖商务差旅及会议行业专业组织，服务六大洲全产业链从业者。协会拥有 9000 余家会员单位，代表规模达 1.71 万亿美元的全球商务差旅与会议产业，并为行业发声。GBTA 及其基金会持续输出世界级行业培训、专业展会、市场调研、政策倡导与行业媒体内容，服务覆盖超 28000 名全球差旅从业者、12.5 万活跃行业联系人。更多详情可访问官网GBTA.org及GBTAFoundation.org。

BANGKOK, September 3, 2026  — The Pacific Asia Travel Association (PATA) and the Global Business Travel Association (GBTA) have entered into a strategic partnership to strengthen the corporate business travel component of PATA Travel Mart 2027, to be held in Macao, China from from September 20-22, 2027.

The Memorandum of Understanding (MOU) was signed by PATA CEO Noor Ahmad Hamid and GBTA Senior Director – APAC Elle Ng-Darmawan on August 18, 2026, during the PTM Knowledge Forum at PATA Travel Mart 2026 in Kuching, Sarawak, Malaysia.

Under the agreement, GBTA will serve as the Strategic Corporate Travel Partner for PATA Travel Mart 2027, bringing its global network of corporate buyers, procurement professionals, and travel managers together with PATA’s established Asia-Pacific tourism marketplace.

The partnership will focus on enhancing the business travel and business events components of PATA Travel Mart 2027 through programme development, corporate buyer mobilisation, knowledge exchange, and targeted business-to-business engagement.

As part of the collaboration, GBTA will work with PATA to support the development and delivery of corporate business travel content as part of the PTM Knowledge Forum. GBTA will also leverage its extensive professional network and communication channels to encourage qualified corporate buyers to participate in the event.

PATA will work with GBTA to facilitate the participation of qualified corporate buyers at PATA Travel Mart 2027, in accordance with PATA’s standard hosted buyer qualification and approval procedures.

The partnership will also include joint marketing and promotional activities across the respective communication channels of PATA and GBTA, helping to connect the Asia-Pacific travel industry with a wider international community of corporate travel buyers and decision-makers.

“Corporate travel plays an important role in connecting destinations, businesses and communities across the Asia-Pacific region,” said Noor Ahmad Hamid, CEO, PATA. “Our partnership with GBTA will bring together complementary networks and expertise, creating new opportunities for meaningful business connections and knowledge exchange. We look forward to working together to further strengthen the corporate travel component of PATA Travel Mart 2027 in Macao.”

Elle Ng-Darmawan, Senior Director, APAC at GBTA said, “As the world’s largest and fastest growing region for business travel spending, APAC continues to play a critical role in driving global economic growth, trade and connectivity. GBTA’s recent 2026 Business Travel Index report underscores the scale and dynamism of the APAC market, which in turn makes collaboration across the travel ecosystem more essential than ever.

Our partnership with PATA creates a timely platform to connect travel managers, suppliers, destination leaders and other industry professionals in Macao. By combining our networks and expertise, we can unlock new opportunities, drive greater value for our members and ensure the region’s travel industry will continue to thrive.”

The partnership is designed to support a more business-driven PATA Travel Mart 2027 by providing corporate buyers with greater opportunities to discover Asia-Pacific destinations, products and services while enabling suppliers to engage directly with qualified decision-makers from the global business travel community.

PATA Travel Mart 2027 will take place in Macao, China, from September 20-22, bringing together tourism suppliers, buyers and industry stakeholders from across the Asia-Pacific region and beyond for business exchange, networking and knowledge sharing.

About GBTA

The Global Business Travel Association (GBTA) is the world’s premier business travel and meetings trade organization serving stakeholders across six continents. GBTA and its 9,000+ members represent and advocate for the $1.71 trillion global business travel and meetings industry. GBTA and the GBTA Foundation deliver world-class education, events, research, advocacy, and media to a growing global network of more than 28,000 travel professionals and 125,000 active contacts. For more information, visit GBTA.org and GBTAFoundation.org. 

2026 年 8 月 19 日 马来西亚古晋电 —— 亚太旅游协会（PATA）正式宣布新增五名执行董事会成员，进一步夯实协会管理层力量，扩大亚太地区政府与文旅私营领域的行业代表覆盖面。

本次新当选、委任的执行董事会成员名单如下：

美国夏威夷旅游局旅游研究总监 Jennifer Chun 女士 —— 董事会秘书兼财务主管

新加坡Booking.com亚太区公共事务负责人 Yang Li 先生 —— 执行董事会成员

马尔代夫旅游推广公司首席执行官兼董事总经理 Ibrahim Shiuree 先生 —— 执行董事会成员

沙特旅游局亚太区总裁 Alhasan Aldabbagh 先生 —— 无投票权执行董事会成员

尼泊尔喜马拉雅探险旅游集团董事长 Suman Pandey 先生 —— 无投票权执行董事会成员

其中前三位为投票选举产生的执行董事会成员，Alhasan Aldabbagh 先生与 Suman Pandey 先生获委任为无投票权执行董事会成员。

五位新任成员均拥有深厚行业积淀与区域从业视野，将以专业能力助力协会管理层建设。

此次人事委任进一步强化 PATA 管理团队，彰显协会持续拓宽亚太行业代表维度、汇聚多元专业力量、深化跨区域产业协作的发展理念。

PATA 主席 Henry Oh 表示：“我们十分欢迎 Jennifer、Yang、Ibrahim、Alhasan 与 Suman 加入 PATA 执行董事会。目前董事会人员配置已全部到位，未来我们将充分吸纳各位成员多元的从业经验、专业知识与区域视野，持续壮大 PATA 综合实力，推动全体会员及更广范围文旅行业开展深度合作。”

新任董事会秘书兼财务主管 Jennifer Chun 女士深耕旅游研究与目的地开发领域，具备丰富实操经验。现任职于夏威夷旅游局，长期积极参与 PATA 各类项目与行业活动，深度参与协会运营工作。

Yang Li 先生任职新加坡Booking.com，深耕数字化旅游赛道。其在旅游科技、线上平台及全域旅游生态领域的专业积累，将为 PATA 会员应对快速迭代的文旅市场环境提供极具价值的发展思路。

Ibrahim Shiuree 先生来自马尔代夫旅游推广公司，深耕亚太头部海岛目的地运营领域。他的行业视角将助力 PATA 深化与各地目的地管理机构的联动，聚焦海岛旅游经济体发展诉求。

沙特旅游局亚太区总裁 Alhasan Aldabbagh 先生，在目的地打造、国际文旅推广、全球市场运营方面经验丰富。此次委任将进一步拓展 PATA 在亚太乃至全球文旅行业的代表覆盖面与合作网络。

尼泊尔喜马拉雅探险旅游集团董事长 Suman Pandey 长期为 PATA 发展献策，曾在协会内担任多项管理职务。本次以无投票权董事身份续任，将为协会运营提供稳定延续性行业思路，尤其能在地探险旅游、体验式文旅板块输出独到见解。

吸纳新任成员后，PATA 执行董事会完整人员架构如下：

主席

Global Tour Ltd 主席 Henry Oh

副主席

Centara Hotels & Resorts 企业事务大使 Ben Montgomery

董事会秘书兼财务主管

夏威夷旅游局旅游研究总监 Jennifer Chun

执行董事会成员

Amadeus 企业法务总监 Jackson Pek

Ark Travel Express, Inc. 总裁 Maria Paz Alberto

Booking.com亚太区公共事务负责人 Yang Li

泰国可持续旅游特区管理局（DASTA）局长Siripakorn Cheawsamoot

砂拉越旅游局首席执行官Dr Sharzede Salleh Askor

马尔代夫旅游推广公司首席执行官兼董事总经理 Ibrahim Shiuree

沙特旅游局亚太区总裁 Alhasan Aldabbagh

尼泊尔喜马拉雅探险旅游集团董事长 Suman Pandey

执行董事

PATA 首席执行官 Noor Ahmad Hamid

新任董事会成员将协同 PATA 主席 Henry Oh 及全体执行董事会成员，落实协会各项战略发展重点，践行协会核心使命：在亚太区域内分享行业知识、搭建商务交流平台、守护文旅产业经济发展根基。

KUCHING, Malaysia, August 19, 2026 — The Pacific Asia Travel Association (PATA) is pleased to announce the appointment of five additional members to its Executive Board, further strengthening the Association’s leadership and broadening representation from both the public and private sectors across the Asia Pacific region.

The newly elected and appointed Executive Board members are:

Ms. Jennifer Chun, Director of Tourism Research, Hawaii Tourism Authority, USA – Secretary/Treasurer

Mr. Yang Li, Head of Public Affairs, APAC, Booking.com, Singapore – Executive Board Member

Mr. Ibrahim Shiuree, CEO and Managing Director, Visit Maldives Corporation, Maldives – Executive Board Member

Mr. Alhasan Aldabbagh, President, APAC, Saudi Tourism Authority, Saudi Arabia – Non-Voting Executive Board Member

Mr. Suman Pandey, Group Chairman, Explore Himalaya Travel & Adventure, Nepal – Non-Voting Executive Board Member

The first three members were elected to the Executive Board, while Mr. Aldabbagh and Mr. Pandey were appointed as non-voting Executive Board members. Together, they bring extensive industry experience, regional perspectives and expertise to further strengthen the Association’s leadership.

Together, these appointments further strengthen PATA’s leadership and reflect its commitment to broadening industry representation, expertise and collaboration across the Asia Pacific region.

“We are delighted to welcome Jennifer, Yang, Ibrahim, Alhasan and Suman to the PATA Executive Board,” said Henry Oh, Chairman, PATA. “With the Board now fully constituted, we look forward to drawing on their diverse experience, knowledge and perspectives as we continue to strengthen PATA and support collaboration across our membership and the wider tourism industry.”

As Secretary/Treasurer, Ms. Jennifer Chun will contribute her extensive experience in tourism research and destination development to PATA’s leadership. She currently serves with the Hawaii Tourism Authority and has been actively engaged with PATA through her participation in the Association’s programmes and activities.

Mr. Yang Li brings extensive experience in the digital travel sector through his role with Booking.com in Singapore. His expertise in technology, digital platforms and the evolving travel ecosystem will provide valuable perspectives as PATA works to support its members in navigating a rapidly changing tourism landscape.

Mr. Ibrahim Shiuree represents Visit Maldives Corporation and brings experience from one of the Asia Pacific region’s leading island destinations. His perspective will further strengthen PATA’s engagement with destination organisations and the priorities of island tourism economies.

Mr. Alhasan Aldabbagh, President of APAC at Saudi Tourism Authority, brings extensive experience in destination development, international tourism and market engagement. His appointment further strengthens PATA’s representation and relationships across the Asia Pacific region and the wider global tourism community.

Mr. Suman Pandey, Group Chairman of Explore Himalaya Travel & Adventure, has been a longstanding contributor to PATA and has served in leadership roles within the Association. His continued participation as a non-voting member will provide valuable continuity and industry insight, particularly from the perspective of adventure and experiential tourism.

With the addition of the newly elected members, PATA’s Executive Board comprises:

Chairman

Henry Oh, Chairman, Global Tour Ltd

Vice Chair

Ben Montgomery, Corporate Ambassador, Centara Hotels & Resorts

Secretary/Treasurer

Jennifer Chun, Director of Tourism Research, Hawaii Tourism Authority

Executive Board Members

Jackson Pek, Chief Corporate & Legal Affairs Officer, Amadeus

Maria Paz Alberto, President, Ark Travel Express, Inc.

Yang Li, Head of Public Affairs, APAC, Booking.com

Siripakorn Cheawsamoot, Director-General, Designated Areas for Sustainable Tourism Administration (DASTA)

Dr Sharzede Salleh Askor, CEO, Sarawak Tourism Board

Ibrahim Shiuree, CEO and Managing Director, Visit Maldives Corporation

Alhasan Aldabbagh, President of APAC, Saudi Tourism Authority

Suman Pandey, Group Chairman, Explore Himalaya Travel & Adventure

Ex-Officio

Noor Ahmad Hamid, CEO, PATA

The new members will work alongside PATA Chairman Henry Oh and the Association’s Executive Board to support PATA’s strategic priorities and advance its mission of sharing knowledge, enabling networking and protecting tourism economy assets across the Pacific Asia region.

图1 (左至右): Top Row: New PATA Chair Henry Oh, Chairman, Global Tours Ltd., and New PATA Vice Chair Ben Montgomery, Corporate Ambassador of Centara Hotels & Resorts.

Bottom Row: The members of the new Executive Board include Jackson Pek, Chief Corporate & Legal Affairs Officer, Amadeus; Maria Paz Alberto, President, Ark Travel Express, Inc.; Siripakorn Cheawsamoot, Director-General, Designated Areas for Sustainable Tourism Administration (DASTA); Shuichi Kameyama, Chief Consultant, JTB Tourism Research & Consulting Co.; and Dr Sharzede Salleh Askor, CEO, Sarawak Tourism Board.

Gyeongju, Korea (ROK), May 12, 2026 — The Pacific Asia Travel Association (PATA) is pleased to announce that Henry Oh, Chairman, Global Tours Ltd. has been elected as the Chair of the Association, following ratification at the PATA Annual General Meeting (AGM) on Tuesday, May 12.

韩国庆州，2026年5月12日——亚太旅游协会（PATA）荣幸宣布，Global Tours Ltd.董事长吴敞熙（Henry Oh）已于5月12日（星期二）在PATA年度大会（AGM）上获得批准，当选为协会主席。

图2: Welcoming the newly elected PATA Board members at the PATA Annual General Meeting on May 12 during the PATA Annual Summit 2026 in Gyeongju, Korea (ROK).

Following his appointment as PATA Chair, Oh said, “I am honoured to be elected by members of the PATA Board of Directors to take on this role. As the new Chair, I am committed to strengthening collaboration within the Association, while building partnerships across the industry, so that PATA continues to serve as a guiding force for our members and network.”

在就任PATA主席后，吴敞熙表示：“我很荣幸能被PATA董事会成员选中担任这一职务。作为新任主席，我致力于加强协会内部的合作，同时建立跨行业的合作伙伴关系，使PATA继续成为我们会员和网络的引领力量。”

Alongside Oh, Ben Montgomery, Corporate Ambassador of Centara Hotels & Resorts, was appointed the new Vice Chair.

与吴敞熙先生一同获任的，还有Centara Hotels & Resorts企业大使（Ben Montgomery），她被任命为新任副主席。

Moreover, four new members of the Executive Board were ratified during the AGM. This includes Jackson Pek, Chief Corporate & Legal Affairs Officer, Amadeus; Maria Paz Alberto, President, Ark Travel Express, Inc.; Siripakorn Cheawsamoot, Director-General, Designated Areas for Sustainable Tourism Administration (DASTA), and Shuichi Kameyama, Chief Consultant, JTB Tourism Research & Consulting Co.

此外，年度大会期间还批准了四名新任执行委员会成员。其中包括：Amadeus企业与法律事务首席官（Jackson Pek）；Ark Travel Express, Inc.总裁（Maria Paz Alberto）； 可持续旅游指定区域管理局（DASTA）局长（Siripakorn Cheawsamoot），以及JTB旅游研究与咨询公司首席顾问（Shuichi Kameyama）。

Henry Oh is Chairman of Global Tour, Ltd., Korea (ROK)’s first private travel agency and one of the earliest Asian members of PATA. His strategic direction has earned the company both national and international recognition, including the Korean Government’s ‘20 Million Dollar Award’ and the ‘Tourism Pioneer Award’ from ITB Berlin.

Moreover, Oh has contributed significantly to advancing tourism development and international partnerships for Korea (ROK). He has built enduring collaborations with the Korean Olympic Committee and national sports federations, served on the International Relations Committee for the PyeongChang 2018 Winter Olympics, and held a leadership role in Skål International Korea.

Currently, he is the Immediate Past Chairman of the Korea Association of Travel Agents (KATA).

吴敞熙（Henry Oh）是韩国（ROK）首家民营旅行社Global Tour, Ltd.的董事长，也是亚太旅游协会（PATA）最早的亚洲成员之一。在他的战略领导下，该公司赢得了国内外广泛认可，包括韩国政府的“2000万美元奖”以及柏林国际旅游交易会（ITB Berlin）颁发的“旅游先驱奖”。

此外，吴敞熙先生为推动韩国（ROK）的旅游发展和国际合作做出了重大贡献。他与韩国奥委会及各国家体育联合会建立了持久的合作关系，曾担任2018年平昌冬奥会国际关系委员会委员，并在国际斯卡尔协会（Skål International）韩国分会担任领导职务。

目前，他担任韩国旅行社协会（KATA）的立即前任主席。

Ben Montgomery, the New Vice Chair of the Association, represents Centara in various industry councils and associations. She currently serves as Vice President of the Thai Hotels Association (THA), a Board Member of the ASEAN Hotel & Restaurant Association, and represents Centara at the Joint Public & Private Working Committee to develop workforce capacity for Thailand’s hotel and tourism industry.

Moreover, she is also part of a working group of the Thailand Creative Tourism Think Tank and a Board Member of Burapa University’s Faculty of Tourism and Management. In the past, she contributed to the Thailand Research Fund under the Tourism and Hospitality Management Program (2014–2019), where she evaluated research proposals as part of an expert panel.

Before joining Centara, Ben once served as the Regional Director – Greater Mekong and Director of Chapter Development at PATA Headquarters.

协会新任副主席（Ben Montgomery）代表Centara参与各类行业理事会和协会的工作。她目前担任泰国酒店协会（THA）副主席、东盟酒店与餐饮协会理事，并代表Centara参与“公私联合工作委员会”，致力于提升泰国酒店及旅游业的人才队伍建设。

此外，她还是泰国创意旅游智库工作组成员，并担任布拉帕大学旅游与管理学院理事。此前，她曾参与泰国研究基金会的旅游与酒店管理项目（2014–2019），作为专家小组成员对研究提案进行评审。

加入Centara之前，Ben曾担任亚太旅游协会（PATA）总部的“大湄公河次区域”区域总监及分会发展总监。

自治区党委常委、拉萨市委书记达娃次仁，世界旅游联盟副主席许澎出席并致辞。国家大剧院、北京市、江苏省和部分世界旅游联盟城市分管领导、亚太旅游协会，自治区文化和旅游厅、体育局、投资促进局和区内各地（市）负责同志，国内文旅行业专家学者、企业代表受邀出席。

 5月18日，2026年拉萨市文化旅游产业发展大会暨文旅招商引资推介会举办，自治区党委常委、拉萨市委书记达娃次仁出席并致辞。记者 崔成 摄

达娃次仁在致辞中表示，今年是“十五五”开局之年，也是拉萨文化旅游产业提质增效之年。拉萨市将深入学习贯彻习近平文化思想和习近平总书记关于旅游发展的重要论述，全面贯彻落实自治区党委、政府工作要求，持续涵养文化底蕴、展现景观之美、激发休闲活力，一体推进“文旅+百业”融合发展，不断丰富产品供给、提升服务品质，让广大游客乘兴而来、尽兴而归。拉萨市将持续优化营商环境，诚挚邀请企业家朋友选择拉萨、投资拉萨，携手开创文化旅游产业发展美好未来。许澎在致辞中表示，拉萨市历史悠久、风光秀丽、民俗风情独特，世界旅游联盟愿继续依托自身优势和国际交流渠道，为拉萨文化旅游产业高质量发展注入新动能，助力拉萨全域旅游品牌走向世界。

5月18日，2026年拉萨市文化旅游产业发展大会暨文旅招商引资推介会举办。这是签约仪式现场。自治区质量协会委托授权代表发布了拉萨市旅行社、景区、住宿业、导游、林卡、旅拍6项行业服务团体标准，拉萨市旅游行业协会发出了行业倡议，拉萨市文化和旅游局、八廓古城、文创园区分别进行了文旅资源和招商引资政策推介，现场集中签约了22个招商引资项目、协议投资66.76亿元，中国社科院旅游研究中心秘书长、副研究员金准先生作了世界旅游经济趋势报告。会议期间还进行了旅游线路展示、特色文创展销等活动，让与会嘉宾近距离感受拉萨文化旅游产业发展的活力和潜力。

峰会现场

全联旅游业商会代表团在峰会现场合影：全联旅游业商会会长、大理漾濞苍山石门关旅游开发集团有限公司董事长吉小冬（中），副会长、深圳市名家汇科技股份有限公司终身荣誉董事长张经时（左四），副会长、哈尔滨曼哈顿多元集团有限公司董事长江岩（左三），副会长、北京元点未来科技有限公司董事长张野（左二），秘书长武国樑（左一），常务副秘书长解佳麟（右三），常务会长代表、湄公河旅游股份有限公司总经理助理兼普洱太阳河发展有限公司总经理李航（右二）、湄公河旅游股份有限公司市场营销中心副总监徐丹宁（右一），副会长代表、华程集团目的地营销中心总经理徐妍（右四）

2026年5月11-13日，2026PATA亚太旅游协会年度峰会在韩国浦项、庆州双城举办。峰会由PATA与韩国文化体育观光部，庆尚北道、庆州市、浦项市政府，庆尚北道以及庆尚北道文化旅游局联合主办。峰会恰逢亚太旅游协会成立75周年，既是亚太旅游协会长久发展的里程碑，也为亚太地区旅游业未来发展擘画宏伟蓝图。来自全球35个目的地，超过500名嘉宾齐聚浦项Lahan酒店及庆州HICO和白国际会议中心，共商“迈向韧性未来（Navigating Towards a Resilient Future）”的会议主题。

全联旅游业商会代表团与PATA主席Henry Oh（前排左四），UN Tourism联合国旅游组织执行主任刘士军（前排左二）等合影

全联旅游业商会会长、大理漾濞苍山石门关旅游开发集团有限公司董事长吉小冬携副会长、汇彩控股有限公司主席陈捷、深圳市名家汇科技股份有限公司终身荣誉董事长张经时、哈尔滨曼哈顿多元集团有限公司董事长江岩、北京元点未来科技有限公司董事长张野，商会秘书长武国樑、常务副秘书长解佳麟，副会长代表、华程集团目的地营销中心总经理徐妍，常务会长代表、湄公河旅游股份有限公司总经理助理兼普洱太阳河发展有限公司总经理李航，湄公河旅游股份有限公司市场营销中心副总监徐丹宁，商会住宿业分会副秘书长金波，商会国际部助理主任桑绍严等出席活动。

PATA新任主席Henry Oh致开幕辞

庆尚北道文化观光体育局执行局长ChanWoo PARK致开幕辞

庆尚北道文化观光财团（GCTO）CEO、总裁Nam Il Kim致开幕辞

PATA CEO Noor Ahmad Hamid致开篇辞

UN Tourism联合国旅游组织执行主任刘士军作主旨演讲

WTTC世界旅游及旅行业理事会总裁兼首席执行官Gloria Guevara作视频演讲

为期三天的活动包括 PATA 青年研讨会、行业和教育圆桌会议、执行委员会和董事会会议、年度会员大会、政策论坛、全体会议、分组沙龙以及在庆州和浦项的沉浸式目的地体验。主议程以韧性发展、可持续旅游、数字创新、文化遗产与包容性旅游为核心方向，汇聚各国政府旅游部门、国际组织、跨国集团、头部企业与行业专家，共商亚太旅游业高质量发展与国际合作大计。峰会聚焦全球旅游复苏、中国出入境市场新格局、AI与数字旅游、东盟旅游战略、遗产旅游与清真旅游等关键议题。

全联旅游业商会与亚太旅游协会达成战略合作，全联旅游业商会会长吉小冬与PATA主席Henry Oh见证商会秘书长武国樑与PATA CEO Noor Ahmad Hamid签订合作协议

会上，全联旅游业商会会长吉小冬与PATA主席Henry Oh共同见证商会秘书长武国樑与PATA CEO Noor Ahmad Hamid签署合作协议。双方建立全新战略合作伙伴关系，并将围绕搭建双边及多边合作框架，促进双方知识与实践交流，在举办活动、开发培训项目、开展联合营销推广、发布行业报告等方面展开积极协作，以期推动亚太地区旅游业实现更具韧性的高质量发展。

座谈会现场

活动期间，商会与PATA召开座谈会，商会企业家代表与PATA主席Henry Oh、大中华区大使黄顺华、CEO Noor Ahmad Hamid、CFO Pairoj Kiatthunsamai、大中华区主任吕咏梅、北京办事处经理姜柳出席会议。双方围绕亚太区域旅游高质量发展与双方战略合作等议题展开交流。

吉小冬会长表示，商会很高兴在亚太旅游协会成立75周年之际，双方正式达成战略合作。他指出，全联旅游业商会与PATA一直保持长期工作联系，取得诸多成果。中国旅游业对于亚太地区旅游业整体发展意义重大，希望通过两组织合作，以旅游业推动区域内各个国家文化交流，共享发展经验，共同推动中国与亚太地区旅游业高质量、可持续发展，为全球旅游行业繁荣注入新动力。

PATA主席Henry Oh、黄顺化大使与CEO Noor Ahmad Hamid在发言中表示，本次合作体现了PATA与全联旅游业商会及中国旅游业界日益紧密的联系，意义尤为特殊。期待未来PATA与商会携手共促亚太旅游业实现更广泛、更具前瞻性的高水平发展。

商会代表团与PATA主席Henry Oh（左八）、大中华区大使黄顺华（左七）、CEO Noor Ahmad Hamid（左六）、CFO Pairoj Kiatthunsamai（左五）、大中华区主任吕咏梅（左三）、北京办事处经理姜柳（左四）合影

江岩副会长、徐妍总经理与金波副秘书长在座谈中先后发言，围绕项目合作、年轻消费群体、签证便利及住宿业发展等话题展开交流。

商会代表团在活动现场合影

商会代表团在会议现场

商会代表团出席欢迎酒会

商会代表团与庆州、浦项市政府代表合影

峰会期间，商会企业家代表团与与会国际嘉宾代表展开深入交流，围绕区域合作、考察互访及项目拓展等议题与各国政府、企业代表达成多项共识。

峰会现场

2027PATA年度峰会将在中国海南三亚举办

会议期间，PATA正式宣布：中国海南省三亚市成为2027亚太旅游协会年度峰会主办城市。三亚市旅游发展局代表结合一线推广经验，向国际业界同行分享了三亚在入境旅游市场的最新动向、航线开拓进展和政策便利化成果。

商会代表团考察釜山、庆州旅游项目和资源

庆州与浦项分别被誉为韩国的文化之都与产业重镇，两地位于韩国东南部，隶属于庆尚北道。该地区地貌多样，涵盖森林高地与海岸地带，拥有数百年悠久历史与文化遗产。峰会期间，商会代表团重点考察了韩国釜山和庆州的旅游资源和世界文化遗产。

釜山、庆州风光

“锦绣天府·安逸四川”文旅品牌全球传播计划启动。

“锦绣天府·安逸四川”文旅品牌全球传播计划启动。

大会现场，“锦绣天府·安逸四川”文旅品牌全球传播计划正式启动，新华通讯社与四川省文化和旅游厅将围绕全球品牌塑造、中外文明互鉴、文旅产业赋能等方面开展深度合作。

中外文旅品牌交流互鉴大会现场。

大会以创新形式呈现文旅品牌内涵。《四川文旅松弛指南》以音乐素描喜剧形式亮相，用“允许静静沉思”“允许童心未泯”等十条“松弛指南”，将大熊猫、川超赛场等十大省级文旅消费精品品牌，转化为可感可及的生活场景，在欢笑声中完成四川文旅的柔性传播。

音乐素描喜剧《四川文旅松弛指南》

随后的文旅品牌推介环节，在AI熊猫推介官“胖哒”的妙趣串联下，来自哈尔滨、峨眉山、自贡、西双版纳、广安、宜宾、崇州的“文旅推介官”接连登台。峨眉山递出“云上金顶·天下峨眉”名片，自贡用“自有千年韵，贡赏满城光”讲述盐都灯城传奇，宜宾以“万事皆宜，天下为宾”诠释酒都竹海魅力，崇州则以“竹编对话世界，艺术点亮乡村”展现道明竹艺村的竹文化底蕴与乡村文旅魅力，各具风采的品牌表达引来阵阵掌声。

在主旨演讲和圆桌对话环节，中国社会科学院视听研究室主任、视听文旅研究中心主任冷凇，联合国世界旅游组织专家杨森分别围绕数智融合下文旅品牌传播创新发展趋势、文旅品牌国际化表达的创新路径等话题进行了主题分享。来自国际旅游组织、地方文旅主管部门、景区、在线旅游平台及旅行社的5位嘉宾围绕“文旅深度融合下的品牌差异化路径”主题展开深度对话，为文旅品牌突围提供前沿洞察。

在大会沙龙对话环节，5位来自不同领域的嘉宾围绕“文旅深度融合下的品牌差异化路径”展开深度对话，以多元视角碰撞思想，共同探寻破局同质化竞争的可行路径。

亚太旅游协会大中华区北京办事处副经理林瀚作分享

亚太旅游协会大中华区北京办事处副经理林瀚以罗马“永恒之城”为例指出，差异化的核心在于“找到别人无法复制的文化精髓，并以符合现代游客需求的方式展现出来”。

阿坝州文化广播电视和旅游局副局长杨飞作分享

阿坝州文化广播电视和旅游局副局长杨飞表示，阿坝从去年开始大力推动“天下九寨沟，大美阿坝州”核心品牌建设，系统挖掘红色文化、大熊猫文化、生态文化、藏羌文化等资源优势，聚焦23项国家级非遗项目的保护与传承，让文化资源真正融入旅游体验。

去哪儿网目的地营销副总裁高子立作分享

去哪儿网目的地营销副总裁高子立同样强调，平台核心用户以年轻群体为主，做目的地营销必须切合年轻用户的特点。他以韩国旅游局目的地营销为例，策划了“喊你来看任意门”这样吸引年轻人的活动，精准触达目标人群。

四川康辉国际旅行社副总经理周伟认为，旅行社打造品牌的差异化关键在于把资源优势转化为产品优势、把产品优势转化为品牌优势，通过深耕巴蜀文化打造主题产品，针对银发康养、研学等细分客群提供专业化服务，真正实现“人无我有，人有我优”

思想碰撞之余，共识已然清晰：文旅品牌差异化路径，源于对文化根脉的深挖，成于对产品与服务的精耕。

北京时间5月13日，在韩国庆州举行的2026亚太旅游协会（PATA）年度峰会上，亚太旅游协会正式宣布：三亚成为2027亚太旅游协会年度峰会主办城市！

这不仅是一次会议举办权的交接，更标志着三亚将在亚太旅游业的最高层级平台上，发出响亮的“三亚声音”。

顶级平台，三亚“出圈”

5月11日至14日，三亚市代表团奔赴韩国庆州，深度参与了这场亚太旅业的“思想盛宴”。作为亚太地区最具影响力的旅游业界交流平台，本届峰会汇聚了全球政府机构、国际旅游组织、头部企业及行业专家。峰会聚焦旅游韧性、数字化营销、可持续旅游等前沿议题，而三亚代表团的行程也排得满满当当。

三亚市旅游发展局与联合国旅游组织执行主任刘士军、亚太旅游协会大中华区大使黄顺华共同向世界游客发出邀请！

从“听众”到“主角”，三亚做了什么？

在“中国出境与入境——深度解码”沙龙环节，三亚市旅游发展局代表结合一线推广经验，向国际业界同行分享了三亚在入境旅游市场的最新动向、航线开拓进展和政策便利化成果。

“朋友圈”再扩容，国际合作结硕果

参加峰会不仅是展示，更是深耕合作的良机。代表团此行与国际资源进行了高密度对接：携手GSTC（全球可持续旅游委员会）： 作为新晋会员单位，三亚与GSTC探讨了将全球可持续旅游委员会中国代表处落地三亚、申办GSTC 2028全球可持续旅游大会等重磅事宜。未来，三亚不仅要“美”，更要成为全球可持续旅游的“优等生”。

拓展B2B新渠道：代表团密集会见了全球城市旅游发展组织（TPO）、HBX集团等国际组织及旅业代表，围绕韩国市场精准推广、国际客源转化、B2B渠道建设展开洽谈。三亚的国际化“朋友圈”，正在越扩越大。

三亚市旅游发展局与HBX集团沟通洽谈全球旅业合作计划

三亚市旅游发展局副局长张皓和韩国庆尚北道文化观光公社社长金南鎰共同向世界游客推介三亚并发出邀请！此外，三亚市旅游发展局还接受了国际知名旅游媒体 Travel And Tour World 的专访，向海外受众种草三亚的滨海度假、免税购物与海洋旅游特色，回应了国际游客最关心的出行便利与产品体验关切。

2027，我们三亚见！

“我们诚挚邀请各国嘉宾于2027年相聚三亚，共赴下一届PATA年度峰会。”——在峰会现场，三亚市旅游发展局代表的致辞掷地有声。从参与者到东道主，这背后是三亚抢抓自贸港建设机遇、深耕国际旅游市场的厚积薄发。

着眼当下，展望2027：

接下来，三亚将以筹办2027 PATA年度峰会为核心抓手，持续导入国际资源。更令人期待的是，2026热带滨海城市交流活动也即将落地三亚，为后续国际盛会预热。

山水总相逢，来日皆可期。从热带滨海到国际舞台，三亚正以更开放的姿态、更专业的服务、更迷人的风景，等待全球友人的到来。

2027，让我们在三亚，共赴星辰大海！