As overtourism continues to strain major hubs from Bangkok to Barcelona, the Pacific Asia Travel Association (PATA) has made a strategic statement by moving its flagship Travel Mart to Kuching, the capital of Sarawak on Borneo. The decision to stage the event outside conventional centres like Singapore or Kuala Lumpur underscores a broader industry shift toward secondary destinations as a solution to congestion and uneven economic distribution.
Speaking at a press conference on 18 August, PATA CEO Noor Ahmad Hamid acknowledged the gamble: “We took a calculated risk because when we decided to bring PATA Travel Mart to Sarawak. For one, Sarawak is not a direct destination compared to other big cities like Kuala Lumpur, Bangkok, Singapore, and others. But we took that risk because of the potential benefits for our members.”
Those benefits extend beyond novelty. For travel professionals, exposure to lesser-known cities enables the creation of differentiated products that can divert client flows away from saturated hotspots. For the host destination, the economic injection from a major MICE event can be transformative, channeling revenue into local businesses and infrastructure that might otherwise remain on the periphery of tourism development.
The case for spreading tourism’s economic footprint
The logic is clear when examining markets like the Philippines, where tourist traffic is heavily concentrated in Manila, Cebu, and Boracay. Redirecting even a fraction of that demand to secondary cities and provinces can diffuse the economic surge, ensuring that more communities benefit from tourism spending. This approach aligns with the growing emphasis on sustainable and regenerative travel, a theme echoed in recent industry discussions on cruise ports investing in green upgrades as overtourism pressures mount.
Secondary destinations also offer a more authentic and often more affordable experience for travellers, which is increasingly attractive in a post-pandemic market where visitors seek meaningful connections rather than crowded selfie spots. Smaller crowds mean less stress on local infrastructure and a more relaxed atmosphere for both visitors and residents, moving away from the one-size-fits-all paradigm of conventional tourism.
The economic ripple effect is significant. Revenue that would typically flow to capital cities can instead reach rural communities, family-owned hotels, and local artisans. This decentralisation of tourism income supports small enterprises and creates employment opportunities beyond urban centres, fostering a more balanced national development strategy.
PATA’s move to Kuching is part of a wider trend. Across Asia-Pacific, destinations are rethinking their tourism models. For instance, Southeast Asia is shifting toward indoor and rural tourism as climate risks reshape traveller behaviour. Similarly, Jordan has pivoted to Arab visitors as Western arrivals decline, illustrating how destinations are diversifying their source markets and product offerings.
For travel professionals, the takeaway is clear: secondary destinations are not just a niche alternative but a strategic imperative. By incorporating such locations into itineraries, agents and operators can offer clients unique experiences while contributing to the long-term sustainability of the industry. As PATA has demonstrated, even a small event can have a big impact when it chooses to champion the overlooked.
