The Pacific Asia Travel Association (PATA) has announced the official programme and speaker line-up for the PATA Annual Summit 2026, which begins today, 11 to 13 May at Lahan Hotel in Pohang and Gyeongju Hwabaek International Convention Centre (HICO) in Gyeongju. Themed ‘Navigating Towards a Resilient Future’, the summit aims to address how destinations and businesses can adapt to thrive amidst constant changes.
The event, co-hosted by Korea’s Ministry of Culture, Sports and Tourism, Gyeongsangbuk-do Province, and other local organisations, marks PATA's 75th anniversary. PATA CEO Noor Ahmad Hamid emphasised the significance of the summit, stating, “As we come together, it is an opportunity not only to reflect on PATA’s history but to learn from it—so we can remain relevant in the years ahead.”
The summit will feature a diverse array of speakers, including Alan Elliott Merschen, Founder of The Sigmund Project; Aaron Salā, President and CEO of Hawai'i Visitors and Convention Bureau; and Gloria Guevara, President and CEO of the World Travel & Tourism Council. The programme includes high-level meetings, a Youth Symposium, and destination experience workshops, alongside keynote presentations and panel discussions on topics such as economic uncertainty and digital tourism.
PATA is committed to sustainability, aiming for a carbon-neutral event with a nominal USD10 contribution from attendees. The summit will conclude with technical tours showcasing Gyeongju’s and Pohang’s attractions. For more details, visit the PATA Annual Summit 2026 landing page
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