The Pacific Asia Journey Affiliation and the China Chamber of Tourism have formalised a brand new strategic partnership geared toward strengthening tourism cooperation between China and the broader Asia Pacific area throughout the PATA Annual Summit 2026 in Gyeongju, Republic of Korea.
The Memorandum of Understanding (MoU) was signed on Could 13 by PATA CEO Noor Ahmad Hamid and CCT Secretary-Normal Guoliang Wu, within the presence of PATA Chair Henry Oh and CCT Chairman Ji Xiaodong throughout the PATA Annual Summit 2026.
The settlement establishes a framework for bilateral and multilateral collaboration centered on sustainable tourism improvement, rural revitalisation, international advertising and marketing initiatives, coaching programmes and information trade. Each organisations may even work collectively on joint occasions, promotional campaigns and trade analysis geared toward international audiences.
Talking after the signing, Noor Ahmad Hamid mentioned the partnership displays the rising relationship between PATA and China’s tourism group. He famous that China has performed an vital position within the affiliation’s journey since its early years, making the collaboration particularly vital as PATA celebrates its seventy fifth anniversary in 2026.
Ji Xiaodong, Chairman of the China Chamber of Tourism, highlighted the robust tourism hyperlinks between China and the Asia Pacific area, stating that the partnership would assist deepen cooperation in sustainable tourism and rural revitalisation whereas supporting the high-quality improvement of tourism throughout the area.
A key ingredient of the partnership may even contain collaboration across the PATA Gold Awards. The China Chamber of Tourism has expressed help for selling the awards amongst China’s non-public tourism sector and recommending excellent tourism enterprises and tasks for recognition.
The partnership additional underlines rising momentum for better public-private cooperation within the Asia Pacific journey trade, notably in areas reminiscent of vacation spot advertising and marketing, rural tourism improvement and sustainable tourism practices.
Held in Gyeongju, Republic of Korea, PAS 2026 has introduced collectively tourism stakeholders, authorities representatives and trade leaders from throughout the area to debate the way forward for journey and tourism amid evolving international market circumstances.
