Asia Pacific tourism community gathers in Kuching for PATA Travel Mart 2026

Noor Ahmad Hamid, Henry Oh, Dato Sri Haji Abdul Karim Rahman Hamzah and Dr. Sharzede Datu Haji Salleh Askor posing for a group photo after the PATA Media Briefing earlier today.

KUCHING, 18 August 2026: The PATA Travel Mart 2026 (PTM 2026) is bringing together over 1,100 tourism delegates from 48 countries and destinations to the Borneo Convention Centre Kuching (BCCK), marking the very first time that PATA’s flagship travel trade event is being held in Sarawak.

Organised by the Pacific Asia Travel Association (PATA), the event is endorsed by Sarawak’s Ministry of Tourism, Creative Industry and Performing Arts, hosted by the Sarawak Tourism Board (STB) and supported by Business Events Sarawak (BESarawak). Happening until August 20, the event brings together 221 buyers, representing 215 companies, from 29 source markets and over 365 sellers representing over 200 organisations and destinations, creating ample opportunities for tourism businesses and destinations to connect with international markets and develop new partnerships.

“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. 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,” said PATA CEO, Noor Ahmad Hamid during the PATA Media Briefing earlier today. 

During the briefing, PATA Chair, Henry Oh reiterated the importance of PTM 2026, amidst changing source markets, traveller expectations, technology and business models, as the important event provides an opportunity to respond to these changes through connections, collaborations and knowledge sharing.

“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,” added Minister for Tourism, Creative Industry and Performing Arts Sarawak, Dato Sri Haji Abdul Karim Rahman Hamzah. “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.”

Throughout the two main Travel Mart days, buyers and sellers will be participating in over 4,000 scheduled business appointments, providing opportunities to develop new partnerships, explore new source markets and generate future business. The event is also bringing the wider PATA community through knowledge-sharing, professional development, leadership, networking and destination engagement, all while providing international delegates with an opportunity to experience Sarawak and gain a deeper understanding of the destination’s tourism offerings.

“PATA Travel Mart 2026 gives us an important platform to showcase Sarawak directly to the international travel trade, allowing delegates to experience the destination beyond the exhibition floor,” said CEO of STB, Dr. Sharzede Datu Haji Salleh Askor, noting that STB has been a PATA member since 1981. “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.

One of the highlights at PATA Travel Mart this year is the upcoming Soul of Borneo Gala Evening, happening on August 19, 2026, where the official top 25 restaurant winners in Sarawak will be revealed.

For more information about PATA Travel Mart 2026, please visit www.pata.org/pata-travel-mart-2026.