PATA Travel Mart brings together 1,100 delegates from 48 countries

PATA Travel Mart 2026 (PTM 2026), which opened in Kuching, Sarawak, Malaysia on Tuesday (Aug 18) bought together over 1,100 tourism delegates from 48 countries and destinations for one of Asia Pacific’s leading international business-to-business travel trade events.

Hosted at the Borneo Convention Centre Kuching (BCCK) from August 18-20, PTM 2026 marks the first time that PATA’s flagship travel trade event has been held in Sarawak. 

The event brought together 221 buyers, representing 215 companies, from 29 source markets and over 365 sellers representing over 200 organisations and destinations, creating opportunities for tourism businesses and destinations to connect with international markets and develop new partnerships.

The event, organised by the Pacific Asia Travel Association (PATA), is endorsed by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, hosted by the Sarawak Tourism Board, and supported by Business Events Sarawak.

“PATA Travel Mart is about building valuable, quality business connections that extend beyond the event and the opportunities they create that can grow into lasting partnerships,” said PATA CEO Noor Ahmad Hamid. “By taking PTM beyond the region’s traditional gateways, we are deliberately opening international markets to smaller and emerging destinations, helping disperse tourism, broaden economic opportunities and show that the next generation of tourism growth can come from beyond the established hubs.”

At the heart of PTM 2026 is its business exchange programme. Across the two main Travel Mart days, buyers and sellers are participating in more than 4,000 scheduled business appointments, providing opportunities to develop new partnerships, explore new source markets and generate future business.

The event is welcoming both returning and new buyers and sellers, reflecting continued interest in the Asia Pacific region and the value placed by the international tourism industry on direct business engagement.

“Hosting PATA Travel Mart 2026 in Sarawak is an important opportunity for us to strengthen our engagement with the international tourism community and contribute to the future growth of tourism across the Asia Pacific,” said YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for Tourism, Creative Industry and Performing Arts Sarawak and Minister for Youth, Sports, and Entrepreneur Development Sarawak. “As we grow the sector, our focus remains on creating meaningful economic opportunities, strengthening our tourism industry and ensuring that development continues to benefit our communities while safeguarding the cultural and natural assets that make Sarawak distinctive.”

Knowledge sharing

While business exchange remains at the heart of PTM, the event is also bringing together the wider PATA community through a programme of knowledge sharing, professional development, leadership, networking and destination engagement.

The programme began on August 17 with the PATA Youth Symposium, bringing together university students and young tourism professionals for discussions, learning opportunities and industry engagement. The Youth Symposium continues on August 18 with community-based and experiential activities designed to provide participants with a deeper understanding of Sarawak and its tourism development.

On the evening of August 17, PATA hosted its Executive Board & Board Members Networking Reception & Life Members Get-Together, together with the PATA Chapter and Student Chapter Awards and the Face of the Future Awards, recognising the achievements and contributions of PATA’s chapters, student chapters and emerging tourism leaders.

On August 18, the PATA Knowledge Forum had industry leaders and experts together under the theme “The Next Era: Impactful Partnerships, Purposeful Growth.” The Forum explored the opportunities and challenges shaping the future of tourism, with discussions focused on partnerships, purposeful growth, technology, business innovation, communities, culture and meaningful tourism experiences.

Sarawak takes centre stage

PTM 2026 also provides international delegates with an opportunity to experience Sarawak and gain a deeper understanding of the destination’s tourism offerings.

Known for its rich cultural diversity, Indigenous heritage, biodiversity and natural landscapes, Sarawak provides a distinctive setting for PTM and an opportunity for international tourism professionals to experience the destination beyond its traditional tourism proposition.

Delegates are taking part in networking activities and destination experiences throughout the event, creating opportunities to discover Sarawak’s communities, culture, gastronomy, nature and adventure offerings while building connections with local tourism stakeholders.

“PATA Travel Mart 2026 gives us an important platform to showcase Sarawak directly to the international travel trade and allow delegates to experience the destination beyond the exhibition floor,” said Dr Sharzede Datu Haji Salleh Askor, Chief Executive Officer, Sarawak Tourism Board. “Through our culture, communities, gastronomy, nature and adventure experiences, we want delegates to gain a deeper understanding of what Sarawak offers and take that knowledge back to their respective markets, creating greater opportunities for Sarawak to be included in future travel programmes and itineraries.” - TradeArabia News Service