The Pacific Asia Travel Association (PATA) UK & Ireland chapter staged its first dedicated Asia-only travel agent roadshow in Chester on 2 July 2026, attracting a strong turnout of regional travel professionals. The evening event, held at The Queen at Chester Hotel, combined destination training, networking opportunities, and travel inspiration tailored to the UK trade.
Key Participants and Industry Representation
The roadshow brought together prominent tourism boards, airlines, hotels, and destination representatives from across Asia. Exhibitors included EVA Air, Hong Kong Tourism Board, SALT Representation, Taiwan Tourism Board, and the newly introduced Samanea Wellness Resort. Other participants were the Tourism Authority of Thailand, Banyan Group, TreeHouse Villas, Canopy Marketing, YTL Hotels, and Tourism Malaysia.
Ally Cockburn, Partnership Marketing Manager at ITC, praised the event's value for the luxury sector. "The event has been a great opportunity for us to connect with a wide range of suppliers and other professionals across the industry. It’s great to have an event of this scale in Chester," she said. Cockburn highlighted the informative nature of the sessions, particularly the introduction of new products and developments in the region.
The Chester roadshow followed a successful Asia-only event in London on 1 July, which also saw impressive attendance despite coinciding with England's FIFA World Cup match. The series underscores PATA UK & Ireland's commitment to deepening knowledge and fostering connections within the travel industry.
For travel professionals seeking to expand their Asia portfolio, such events provide direct access to key decision-makers and product updates. The focus on luxury and wellness aligns with growing demand for high-end experiences in destinations like Thailand, Malaysia, and Taiwan.
This initiative comes as the UK outbound travel market to Asia continues to recover, with airlines such as IndiGo suspending its Manchester route amid cost pressures, while other carriers expand capacity. The roadshow format allows agents to stay abreast of shifting route networks and hotel openings.
PATA UK & Ireland plans to build on this momentum, with further regional training events expected across the UK. The association's focus on Asia reflects the region's growing importance for British travellers seeking diverse cultural and leisure experiences.
