The Pacific Asia Travel Association (PATA) officially opened the 2026 edition of its flagship PATA Travel Mart on 19 August at the Borneo Convention Centre Kuching (BCCK) in Sarawak, Malaysia. The four-day event, which runs through 21 August, has drawn more than 1,100 delegates from 48 countries, a turnout that PATA CEO Noor Ahmad Hamid described as "a huge number for an industry-centric show."
This year's mart carries added significance as PATA marks its 75th anniversary. The association, founded in 1951, has long served as a bridge connecting tourism stakeholders across the Asia-Pacific region. The Kuching edition underscores Sarawak's growing ambition to position itself as a primary gateway to Borneo, a destination increasingly sought after for its rainforests, indigenous cultures, and wildlife.
Generational and regional convergence
PATA chair Henry Oh highlighted the mart's role in bringing together different generations and perspectives from across the global travel and tourism spectrum. "The heart of the PTM's connection is about bringing buyers and sellers together, opening the door to new markets, developing businesses related, and creating opportunities that can continue long after we leave Kuching," Oh said during the opening ceremony.
He also noted that PATA's mission to connect the tourism community throughout the Asia-Pacific has remained relevant for more than seven decades, a point reinforced by the diverse participation at this year's event. The mart serves as a platform for hosted buyers, sellers, and media to conduct pre-scheduled appointments, fostering trade relationships that extend beyond the exhibition floor.
Preceding the main exhibition, PATA hosted its Youth Symposium on 17 August and the Knowledge Forum on 18 August. The Youth Symposium, now a staple of PATA events, aims to engage the next generation of tourism professionals, while the Knowledge Forum addressed pressing industry topics, including sustainable development and digital transformation.
Sarawak's strategic push
The choice of Kuching as host city is no accident. Sarawak has been actively courting international events and investment, with the state government investing heavily in infrastructure and tourism promotion. The Sarawak tourism board has positioned Kuching as a hub for eco-tourism and cultural experiences, leveraging its proximity to national parks and the iconic orangutans of Semenggoh Wildlife Centre.
For travel buyers and sellers, the mart offers a chance to explore Borneo's potential as a destination for adventure travel, luxury eco-lodges, and cruise itineraries. The region's appeal is growing among operators looking to diversify beyond mainstream Southeast Asian routes. Cross-border strategies remain a key theme for the region, and events like this provide a platform for such discussions.
The exhibition also aligns with broader industry trends. As travel demand rebounds, destinations like Sarawak are vying for a share of the premium and experiential travel market. Hotel groups are reporting mixed results, with China's strength offsetting international drag, underscoring the importance of regional events to stimulate inbound travel.
PATA's decision to hold the mart in Kuching also reflects a shift toward secondary cities that offer authentic experiences away from overcrowded hubs. This strategy resonates with travelers seeking deeper cultural immersion, a trend noted by several tour operators at the event.
As the mart progresses, delegates will participate in networking sessions, educational workshops, and familiarization trips to nearby attractions, including Bako National Park and the cultural villages around Kuching. The hope, as Oh articulated, is that the connections made here will yield long-term business opportunities for Sarawak and the broader Asia-Pacific region.
With its 75-year legacy, PATA continues to adapt to the evolving needs of the industry. The Kuching mart is a testament to the association's commitment to fostering sustainable and inclusive growth in travel and tourism across the region.
