The Pacific Asia Travel Association (PATA) recently hosted its Annual Summit 2024 (PAS 2024), drawing over 450 delegates from nearly 200 organizations across 29 destinations to the prestigious Grand Lisboa Palace Resort in Macao, China. This grand event, held from May 15-17, was a beacon of innovation and collaboration within the tourism industry.
Inauguration and Acknowledgements
PATA CEO Noor Ahmad Hamid opened the summit with heartfelt gratitude, saying, “On behalf of PATA, I would like to extend my heartfelt gratitude to our host, the Macao Government Tourism Office, our co-host SJM Resorts, S.A., all our partners and sponsors, and the dedicated delegates who have contributed to making the PATA Annual Summit 2024 a resounding success. Your unwavering support and collaboration have made this event truly meaningful for PATA and the broader travel and tourism community. Thank you for your commitment to advancing our shared goals.”
A Dynamic Three-Day Programme
Day 1: PATA Internal Meetings and Networking
The summit commenced with crucial internal meetings, including the PATA Executive Board and PATA Board Meetings, coupled with the PATA Life Members Get-Together. This was complemented by the highly engaging PATA Power of Networking session and the inaugural Education Roundtable session.
Day 2: Youth Symposium and Roundtables
The second day featured the vibrant PATA Youth Symposium 2024 at the Macau University of Science and Technology (MUST). This was paralleled by the Government and Industry Roundtables and the PATA Chapter Congress. The day also saw the insightful PATA-WTCF China Dialogue, supported by the World Tourism Cities Federation (WTCF) and sponsored by Dragon Trail International, focusing on the dynamic challenges and opportunities within the China Inbound Tourism sector.
Day 3: Main Conference and Cultural Celebrations
The conference began in the afternoon of May 16, featuring an array of sessions under the theme “Reimagining Tourism”. Topics covered included:
- State of the World Economy
- Marketing and Branding in Asia Pacific Tourism
- Reimagining Your Business Model
- Future-Proofing Travel and Tourism Policies
- In Conversation with Pansy Ho
- Key Travel and Tourism Trends to Watch
- Where Are We Heading?
- Hotel Industry Trends
- Air Travel Trends & Outlook in APAC
- Navigating the Skyline: Aviation’s Evolution in Asia Pacific
- Launch of Brand New PATA Report on Human Capital Development
- Deep Dive into the Future of the Tourism Workforce
- Gastronomy Tourism: Balancing Innovation with Local Preservation
- Tourism Synergies to Diversify Economy
- The Future of Travel and Tourism
Breakout Sessions and Partnerships
Several focused breakout sessions were held on topics such as Travel Technology, Educational Tourism, Night-time Economy, and The Future of Travel Agents in the Age of AI. Notably, the Partnerships for Tomorrow session witnessed the signing of two Memorandums of Understanding (MoUs) between PATA and the Sarawak Tourism Board (STB) and between PATA and the East Asia Inter-Regional Tourism Federation (EATOF), solidifying commitments to advancing responsible tourism.
Cultural Integration and Celebration
A highlight was the PAS 2024 Welcome Dinner Reception and the PATA Awards Presentation, where attendees donned their best national costumes for the Cultural Attire Competition @ PAS2024, celebrating cultural diversity and cross-cultural understanding.
Macao’s Role in Reimagining Tourism
Macao Government Tourism Office Director, Maria Helena de Senna Fernandes said, “The PATA Annual Summit was a great success, gathering delegates from across the Asia Pacific and beyond to Reimagining Tourism and continue to work together to build a vibrant yet responsible development of the tourism industry in the region. Macao was very pleased to welcome another PATA flagship event after several years, and to have the opportunity to showcase to participants an update and firsthand experience on how we are reimagining tourism in our city, towards more diversification, as we develop into a world centre of tourism and leisure.”
Ms. Daisy Ho, Managing Director of SJM Resorts S.A. said, “PATA is an old friend of Macau, and bringing this Summit back is like bringing family home. She remarked, “Reflecting on the past few years, – from the bustling travel peaks of 2019 to the devastating lows of the pandemic – the one key takeaway is the interconnectedness of our world. We have seen firsthand that we are not just one industry; we are one global community, sharing one planet. We often speak of the 3Ps: People, Planet, and Prosperity, as fundamental pillars of sustainability. However, here in Macau, we are guided by 3 additional Ps that are just as vital: Public-Private-Partnership. These have remained at the forefront of SJM’s agenda from the outset, and hosting this PATA Summit is one fine example of this joint effort.”
PATA’s Vision for the Future
PATA Chair Peter Semone said, “Today’s theme, Reimagining Tourism, involves a fundamental shift in how we conceive, plan, and engage in tourism activities. It goes beyond simply improving existing models and instead seeks to transform the entire tourism industry to make it more sustainable, responsible, and inclusive. This could include incorporating principles of ecotourism and sustainable development, promoting cultural exchange and understanding, leveraging technology for more immersive and accessible experiences, and prioritising the well-being of local communities and environments over sheer economic gains.”
Launch of the PATA Kind Hearts Initiative
In line with its commitment to positive community impact, PATA launched the PATA Kind Hearts initiative at PAS 2024. This initiative encourages delegates and speakers to donate children’s books in various languages and genres, which will be collected and donated to the libraries of ICM – Instituto Cultural de Macau (Macao Cultural Institute).
Cultural Workshops and Destination Tours
The final days of the summit provided delegates with enriching cultural experiences. Workshops included making traditional Portuguese and Macanese desserts, such as “Pastel de Nata & Genete” (Egg Tart & Caterpillar Cookie), and Portuguese Blue Tile “Azulejo” Painting. Additionally, tours organized by MGTO allowed delegates to explore Macao’s night skyline, iconic sites, and heritage locations, with an optional tour of Hong Kong SAR offered by the Hong Kong Tourism Board.
Acknowledging Support and Partnerships
The success of PAS 2024 was made possible by the generous support of numerous partners. The event was hosted by the Macao Government Tourism Office (MGTO) and co-hosted by SJM Resorts, S.A. Key supporters included China Dialogue partner, World Tourism Cities Federation, and sponsors like Dragon Trail International, BBC News, and the South China Morning Post. Event tech partners such as Cvent and the Thailand Convention and Exhibition Bureau (TCEB) played a crucial role, along with the official carrier, Air Macau.
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