PATA 携手 Content With Purpose 推出全新数字系列短片 倡导亚太地区价值型旅游

《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

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