The new Vision and Mission were approved by the PATA Board held during the PATA Annual Summit 2025 in İstanbul, Türkiye, and were formally ratified during the 74th Annual General Meeting.

PATA’s new vision, “A meaningful Pacific Asia tourism economy”, is both concise and impactful. The word “meaningful” reflects a commitment to long-term, holistic outcomes – social, cultural, environmental, and economic – that benefit all stakeholders. It recognises tourism’s potential as a transformative force that respects diversity, supports communities, and nurtures the region’s rich heritage.

PATA’s new mission is: “Share knowledge, enable networking, and protect tourism economy assets by fostering innovation, collaboration, and adaptability”.

This mission defines PATA’s 2030 strategic plan that supports its growing network of members and partners through responsible tourism practices, forward-thinking initiatives, and community-driven collaboration. It reflects a continued dedication to sustainability, resilience, and the long-term relevance of the tourism sector.

PATA Chairman Peter Semone said, “with our new direction we are setting our aspiration on advancing a meaningful tourism economy in Pacific Asia, one where host communities are empowered, tourism stakeholders are valued, businesses grow responsibly, and the environment and cultural heritage are protected.”

About PATA
Founded in 1951, the Pacific Asia Travel Association (PATA) is a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research, and innovative events to its member organisations, which include government, state and city tourism bodies; international airlines and airports; hospitality organisations, and educational institutions, as well as youth members across the world. The PATA network also embraces the grassroots activism of the PATA Chapters and Student Chapters, who organise numerous travel industry training programmes and business development events across the world. Thousands of travel professionals belong to the 31 local PATA Chapters worldwide, while hundreds of students are members of the 15 PATA Student Chapters globally. The PATAmPOWER platform delivers unrivalled data, forecasts, and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices anywhere in the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has an official office in Beijing. Visit www.PATA.org.

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