The Pacific Asia Travel Association and the China Chamber of Tourism have formalised a brand new strategic partnership aimed at strengthening tourism cooperation between China and the broader Asia Pacific area in the course of the PATA Annual Summit 2026 in Gyeongju, Republic of Korea.
The Memorandum of Understanding (MoU) was signed on May 13 by PATA CEO Noor Ahmad Hamid and CCT Secretary-General Guoliang Wu, within the presence of PATA Chair Henry Oh and CCT Chairman Ji Xiaodong in the course of the PATA Annual Summit 2026.
The settlement establishes a framework for bilateral and multilateral collaboration centered on sustainable tourism growth, rural revitalisation, international advertising initiatives, coaching programmes and data change. Both organisations will even work collectively on joint occasions, promotional campaigns and business analysis aimed at international audiences.
Speaking after the signing, Noor Ahmad Hamid stated the partnership displays the rising relationship between PATA and China’s tourism neighborhood. He famous that China has performed an vital function within the affiliation’s journey since its early years, making the collaboration particularly vital as PATA celebrates its seventy fifth anniversary in 2026.
Ji Xiaodong, Chairman of the China Chamber of Tourism, highlighted the sturdy tourism hyperlinks between China and the Asia Pacific area, stating that the partnership would assist deepen cooperation in sustainable tourism and rural revitalisation whereas supporting the high-quality growth of tourism throughout the area.
A key component of the partnership will even contain collaboration across the PATA Gold Awards. The China Chamber of Tourism has expressed assist for selling the awards amongst China’s non-public tourism sector and recommending excellent tourism enterprises and tasks for recognition.
The partnership additional underlines rising momentum for better public-private cooperation within the Asia Pacific journey business, notably in areas similar to vacation spot advertising, rural tourism growth and sustainable tourism practices.
Held in Gyeongju, Republic of Korea, PAS 2026 has introduced collectively tourism stakeholders, authorities representatives and business leaders from throughout the area to debate the long run of journey and tourism amid evolving international market circumstances.