The partnership was publicly recognised on stage during the PATA Annual Summit 2025 (PAS 2025) on Wednesday, April 23, following a fireside chat between PATA CEO Noor Ahmad Hamid and ETC CEO Eduardo Santander, during which they discussed the topic Building Bridges: Tourism at the Crossroads of East and West.

“This Memorandum of Understanding marks a meaningful step forward for PATA as we deepen our commitment to global collaboration in building a more sustainable, inclusive, and resilient tourism industry,” stated Mr Hamid. “In an increasingly interconnected world, the relationship between the Asia Pacific and Europe in travel and tourism is more vital than ever. We look forward to joining forces with the European Travel Commission, an organisation that shares our values and long-term vision. Through this partnership, we aim to amplify our impact by exchanging knowledge, co-creating initiatives, and addressing shared challenges with a united voice.”

Under the signed Memorandum of Understanding, PATA and ETC aim to collaborate on a range of joint initiatives to address global tourism challenges, promote sustainable and responsible practices, improve connectivity, support Small and Medium Enterprises (SMEs), and foster more balanced tourism flows that enhance visitor experiences while benefiting local communities. The partnership also seeks to strengthen synergies between the organisations’ respective programmes to maximise impact and cost-efficiency across advocacy, research, and B2B events.

Mr Santander said: “Tourism bridges cultures, fosters mutual understanding, and unites people – especially in times of uncertainty. In such moments, international organisations like ETC and PATA play a crucial role in strengthening ties between our regions. We look forward to building a closer partnership with PATA, working together to enhance seamless connectivity, exchange best practices, learn from one another, and collectively shape a more resilient and sustainable future for travel and tourism.”

In addition to these areas of collaboration, PATA and ETC will engage in knowledge-sharing, co-organisation and participation in events, expert exchanges, and joint advocacy campaigns – particularly those focused on sustainability in tourism.

This partnership reflects both organisations shared vision of a forward-thinking global tourism ecosystem.

About PATA
The Pacific Asia Travel Association (PATA) is a non-profit membership association dedicated to advancing a meaningful Pacific Asia tourism economy. Guided by its mission to share knowledge, enable networking, and protect tourism economy assets through innovation, collaboration, and adaptability, PATA brings together governments, industry leaders, academia, and communities to drive positive, lasting change. Established in 1951 and headquartered in Bangkok, the Association also has an official office in Beijing. Visit www.PATA.org.

About ETC
The European Travel Commission (ETC) represents the national tourism organisations of Europe. Established in 1948, ETC’s mission is to strengthen the sustainable development of Europe as a tourist destination and to promote Europe in third markets. Its 36-member tourism boards work together to build the value of tourism for all the diverse European destinations through cooperation in sharing best practices, market intelligence and promotion.

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