PATA hosted the PATA Annual Summit 2025 (PAS 2025) from April 21 to 23 at the CVK Park Bosphorus Hotel in Istanbul, Türkiye. The event was organised in partnership with the Türkiye Tourism Promotion and Development Agency and Turkish Airlines.
Themed Timeless Wisdom for a Sustainable Future, the event attracted over 260 delegates from 35 destinations. These included senior government officials, private sector leaders, academics, and youth representatives from across the Asia-Pacific and beyond, including participants from Guam, Palau, Japan, South Korea, China, Azerbaijan, Saudi Arabia, South Africa, the US, and Europe.
The summit was not only a platform for dialogue but also marked a defining moment for PATA’s internal development. It began with a series of meetings, including the ratification of a new Vision and Mission for the Association, the approval of the PATA Executive Board and Board members, and strategic discussions to advance the PATA 2030 Strategy.
Opening the main conference on April 22, PATA chair Peter Semone emphasised the need for a more purposeful and impact-focused approach to tourism. He urged the industry to prioritise peace, nature, and community: “In an era of climate instability and rising polarisation, the tourism sector must go beyond growth metrics and become a vehicle for empathy, humility, and peace.”
PATA CEO Noor Ahmad Hamid also highlighted the deeper value of tourism: “Tourism is an emotional economy. What we truly take away from travel are the moments, memories, and human connections. PAS 2025 is our opportunity to commit to tourism that uplifts, heals, and endures.”
The summit featured over 40 speakers from organisations such as UN Tourism, BBC, Mastercard, Skyscanner, Amadeus, Airbnb, GSTC, and Tripadvisor. Sessions covered a range of topics, including sustainability, climate change, global travel trends, and the future of aviation. A new feature, Ask the PATA Experts, allowed delegates to book one-on-one consultations with specialists on topics such as climate adaptation and workforce development.
In keeping with the theme, delegates also experienced Türkiye’s culture, with activities like simit (Turkish bagel) baking, Turkish coffee brewing, and Ebru marbling. After the conference, attendees took part in post-event tours of Istanbul’s landmarks, including the Hagia Sophia and Topkapı Palace, and explored other regions like Antalya, İzmir, and Cappadocia.
The event also supported the PATA Kind Hearts Initiative, with delegates donating children’s books to the Rami Library in Istanbul, promoting literacy and community impact.
PAS 2025 was organised with sustainability in mind, with the event’s carbon footprint fully offset through contributions to the Kınık Wind Power Plant in Türkiye’s İzmir Province, supporting clean energy and reinforcing PATA’s environmental commitment.
