Tourism in Focus: Purpose-driven Travel Trends

 

Zoom in on purpose-driven travel trends with Mastercard and uncover what makes a journey truly meaningful! What you will learn: Key motivations for modern travellers- wellness, nature-based adventures, events, and more. Next month’s edition will be produced in partnership with Tripadvisor – stay tuned! Get a Complimentary Copy Meet Us Here! Sep 19-20 @ "Tourism Exhibition Area of China-ASEAN Expo in Guilin, China", Guilin, China: Peter Semone, Chair Sep 23-25 @ "IT&CM Asia", Bangkok, Thailand: Noor Ahmad Hamid, CEO; PATA Membership Team; PATA Events Team Sep 23: Noor will be in panel "Strategic Outlook: Shaping the Future of Travel" Sep 25: PATA will be hosting a "PATA Future Forward: Empowering the Next Generation of Tourism Leaders" session. Meet our Membership Team at ITCMA, September 23–25! Schedule a meeting in advance, or drop by the PATA Booth H3 on September 24–25. Sep 25, 1500-1700 @ "8th Tourism EXPO Japan Ministerial Round Table", Aichi, Japan: Peter Semone, Chair Sep 27 @ "World Tourism Conference 2025", Melaka, Malaysia: Noor Ahmad Hamid, CEO 1340-1415: Noor will be in panel "Panel Discussion: “People-Centered Tourism: Unlocking opportunities through education, innovation and investments" Sep 29 @ "Shaping the Future of Japan-EU Travel", Osaka Expo, Japan: Noor Ahmad Hamid, CEO 1420-1435: Presenting “Insights into Japan–EU Tourism” Get in touch with us via Membership@PATA.org if you would like to connect.

PATA UPDATES MEMBERSHIP Welcome New Members We’re excited to welcome two new members and a rejoining member to the PATA community:  Borsarmulu Park Management SDN BHD  Camar Langkawi  Meaningful Tourism Center Learn more about our members > PDMF 2025 Headline Speakers Confirmed! From famous landmarks to off-the-beaten-track destinations, hit the trails with us to explore the best of Chiang Rai on these DASTA-curated tours! Check out PDMF 2025 Technical Tours > Confirmed speakers include: CEO of Mae Fah Luang Foundation, CIO of Chiang Rai City Development, CEO of LocalAlike, and more. Registration is complimentary > PATA FUTURE FORWARD Empowering the Next Generation of Tourism Leaders: Sep 25 at ITCMA Expect expert insights, a panel on navigating the BANI world, and an interactive Challenge Lab shaping tomorrow’s tourism leaders. Check out the programme and register > INSIGHTS Key Learnings from PATA Knowledge Forum Destination soft powers, alluring Chinese travellers, aviation outlook, AI adaptation in the industry, inclusivity in travel, and more key topics were discussed during the forum. Read the key takeaways here > PATA GOLD AWARDS Marketing Campaign - Carrier: Srilankan Airlines “The Ramayana Trail Campaign” brings audience on a mystical journey through Sri Lanka on the Ramayana Trail.  Through colourfully illustrated panels and sweeping shots of sacred sites and stunning landscapes, the campaign both brought to life the fabled air travel between Sri Lanka and India, and celebrated their cultural ties. Learn more > Sustainability & Social Responsibility- Ecosystem & Wildlife Conservation: Cinnamon Hotels & Resorts In partnership with the Forest Department of Sri Lanka and Ruk Rakaganno, the "Cinnamon Rainforest Restoration Project" planted over 20K native trees across 59 acres of Sri Lanka's wet zone. This initiative has boosted biodiversity—including endemic and threatened species—while also enhancing the livelihoods of local communities. Learn more > PARTNER EVENT Be Certified as World Famous Tourism Mountain Submit your application for IMTA’s World Famous Tourism Mountains certification—gain global recognition, promotion, and industry partnerships. Certified destinations will be honoured at the IMTA Annual Conference 2025 in Guizhou, China. Certify your mountain now > PATA MEMBER & CHAPTER UPDATES ANNOUNCEMENT BWH® Hotels Earns GSTC Certification, Strengthening Its Commitment to Responsible Hospitality   BWH Hotels has reached a major sustainability milestone as its Best Western® and SureStay® properties in Southeast Asia, Japan, and Pakistan achieved GSTC certification. Partnering with Bureau Veritas Group, hotels were assessed across sustainable management, socio-economic, cultural, and environmental impact. The achievement highlights BWH’s commitment to embedding sustainability through Earth, People, and Community. Read more >   ANNOUNCEMENT EHL Appoints Chen Bao to Lead Singapore Campus and Drive Asia-Pacific Growth   EHL has appointed alumnus Chen Bao as Managing Director of its Singapore campus from October 1, 2025. Bao will transform the campus into a hub for hospitality innovation, sustainability, and talent development across Asia, expanding executive education, mobility programmes, and regional collaborations. His leadership also strengthens EHL’s Singapore Innovation Hub, aligning with national priorities for lifelong learning, technological innovation, and human-centric workforce development. Learn more > ANNOUNCEMENT Travellers Paradise: Discover the Ultimate Spiritual & Wellness Tourism Experience   Travellers Paradise has launched its Spiritual & Wellness Tourism programmes in India, designed to promote holistic well-being through yoga, meditation, Ayurveda, spa therapies, and nature retreats. Guided by expert practitioners, the programmes offer customised itineraries that integrate ancient Indian healing traditions with modern wellness needs, empowering travellers to relax, recharge, and transform. Learn more > CHAPTER Experience Kedah’s Potential- Powered by Sustainable Tourism   PATA Malaysia Chapter (PMC), chaired by YBhg. Datuk Musa Hj. Yusof, will host its next Inter-State Tourism Networking Forum in Alor Star, Kedah, from November 8-11, 2025. The forum brings PMC members and stakeholders together with Kedah tourism partners, including Langkawi, to explore business opportunities. Building on past successful forums across Malaysia, this year’s edition highlights Kedah’s appeal as a leading eco-tourism and heritage destination. Save a spot > MORE MEMBER & CHAPTER NEWS Tags:    PATA