In a rapidly changing world where multiple factors continue to affect travel and tourism – alongside ongoing debate over tourism’s value – PATA’s leadership believes the association can remain relevant to members by staying agile and adaptive.
Raising what he described as an “uncomfortable question” on the second day of the PATA Annual Summit (PAS) in Gyeongju, South Korea, PATA CEO Noor Ahmad Hamid said: “Is PATA still relevant? It is an uncomfortable question, but an essential one. Before we discuss the future of tourism, strengths, technology, sustainability or the visitors economy, we must first honestly ask ourselves whether this association still matters in this rapidly changing world.”
Noor reflected on PATA’s formation in 1951 by a group of industry leaders who believed that “tourism could connect North America, the Pacific, Asia and the wider world through peace, understanding, respect and shared opportunity”.
He noted that over the past 75 years, PATA “grew alongside one of the most dynamic tourism regions in the world, helping bring governments, businesses, educators and communities together around a shared purpose”.
While acknowledging the celebratory tone surrounding PATA’s 75th anniversary, Noor said there was also a need to reflect on the many macro-environmental factors – from geopolitical tensions to the proliferation of AI – that have brought both challenges and opportunities to the travel and tourism sector.
Referring to PATA’s past achievements, Noor said “legacy and history alone will never secure the future”, affirming the association’s readiness to evolve in support of its members and the wider tourism industry.
He said: “Relevance is defined by an ability to bring together different perspectives from across the tourism ecosystem, governments, businesses, destinations, academia and the young professional, and turn dialog into ideas and partnership into action.
“(Relevance) matters even more today because the future of tourism will depend not only on growth, but also how effectively we respond to shared challenges, adapt to change, and create long-term value for destinations and communities.”
The themes of relevance, adaptability and resilience are expected to feature prominently throughout PAS 2026.
Henry Oh, the newly elected chairman of PATA, said “the forces reshaping tourism, from digital transformation and artificial intelligence to evolving traveller expectations, workforce development and destination resilience, are not distant challenges”.
“They are immediate realities requiring collaboration, innovation and a shared sense of responsibility. (PATA’s) goal is not only to respond to change, but to shape it, ensuring that tourism continues to deliver meaningful benefits for communities, economies and the environment,” added Oh.
Oh was elected to the position following ratification at the PATA Annual General Meeting on earlier today.
Under his leadership, Oh promised to facilitate tourism exchange between South Korea and the world, deepen engagement with chapter members across the region, and raise PATA’s prestige as a leading travel and tourism industry representative.
