Visit Malaysia 2026 Campaign Video “Surreal Experiences” Clinches Pata Gold Awards 2026

 

KUCHING — Tourism Malaysia continues to earn international acclaim after securing a PATA Gold Award 2026 at this year's official presentation ceremony organised by the Pacific Asia Travel Association (PATA). The award was presented yesterday at the PATA Gold Awards 2026 Gala Dinner, held in conjunction with the PATA Travel Mart (PTM) 2026 in Kuching, Sarawak. 

The award was proudly received by Mr Mohd Akbal Setia, Deputy Director General (Promotions), Tourism Malaysia. Presented in the "Marketing – Travel Video" category, the Visit Malaysia 2026 campaign video, titled "Surreal Experiences", highlights the essence of Malaysia’s unique tourism offerings, including its diverse attractions, rich culture, and authentic travel experiences. 

The three-minute promotional video encapsulates Malaysia’s unity, harmony, warmth, and cultural diversity. Set to an uplifting soundtrack by renowned local artiste Ernie Zakri, the visual narrative is enriched by soulful lyrics rendered in the diverse languages of Malaysia's multiracial society, a musical celebration of the nation’s enduring harmony. Since its launch in 2025, the video has been featured at major international travel shows, exhibitions, roadshows, and sales missions worldwide to promote Malaysia as a premier global destination. 

This recognition comes amidst strong international tourism performance, with Malaysia recording 21.2 million visitor arrivals in the first half of 2026, reflecting a 2.5 per cent growth compared to 20.6 million in the same period in 2025. Key promotional videos such as “Surreal Experiences” play a vital role in sustaining this growth as Tourism Malaysia works towards its target of arrivals for the Visit Malaysia 2026–2027 campaign. 

The PATA Gold Awards recognise excellence in tourism marketing and sustainable initiatives across two primary categories: Marketing and Sustainability & Social Responsibility. This year, winners across each category were selected by an independent panel of 25 international judges, with 27 awards presented alongside Grand Title Winners for best-of-show entries. 

PTM 2026 offers networking and contracting opportunities to help travel and tourism organisations access key decision-makers, meet new clients, expand market reach, establish new relationships, and consolidate existing business partnerships, further reinforcing its position as a premier B2B travel trade event in the Asia-Pacific region. 

The Malaysian sellers comprised six member organisations from the PATA Malaysia Chapter: Malai Adventure Sdn. Bhd., Langkawi Development Authority (LADA), Langkawi MICE Holidays & Tours Sdn. Bhd., FIC Hospitality Sdn. Bhd., World Express (M) Sdn. Bhd., and U2 Travel & Tours Sdn. Bhd.

-Tourism Malaysia.

Sarawak welcomes over 1,100 delegates for PATA Travel Mart 2026 debut

 

From left: PATA’s Noor Ahmad Hamid and Henry Oh; minister Sri Haji Abdul Karim Rahman Hamzah, and Sarawak Tourism Board’s Sharzede Salleh Askor

PATA Travel Mart (PTM) 2026 opened today in Sarawak, bringing together more than 1,100 delegates from 48 countries for the regional business-to-business travel trade gathering. Hosted at the Borneo Convention Centre Kuching from August 18 to 20, the occasion marks the first time the PATA flagship event takes place in the Malaysian state. 

The tradeshow features 221 buyers from 215 companies across 29 source markets, alongside over 365 sellers representing more than 200 organisations. Participants are engaging in over 4,000 scheduled appointments to build connections, access new markets, and generate commercial opportunities across longhaul and shorthhaul sectors.

Supported by the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, the Sarawak Tourism Board, and Business Events Sarawak, the event also encompasses knowledge-sharing initiatives. The PATA Youth Symposium, held across August 17 and 18, involved university students and young professionals in experiential learning activities focused on local community development. 

Concurrently, the PATA Knowledge Forum convened industry leaders under the theme The Next Era: Impactful Partnerships, Purposeful Growth to address business innovation, technology, and cultural preservation. Executive board meetings and industry awards were also scheduled alongside the main trade show floor. 

Organisers noted that holding the event outside traditional regional hubs helps disperse economic benefits to emerging destinations across South-east Asia. 

Sri Haji Abdul Karim Rahman Hamzah, minister for tourism, creative industry and performing arts Sarawak, said: “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. 

“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.” 

“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,” added 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.”

-TTG Asia.

PATA launches upgraded PATAmPOWER tourism data platform

 

PATA has introduced an upgraded version of its PATAmPOWER platform, expanding the tourism data tool’s functionality, coverage and user experience for industry stakeholders across Asia-Pacific. 

The enhanced platform was unveiled on May 13 during the PATA Annual Summit 2026 in South Korea.

PATAmPOWER consolidates tourism-related datasets, including visitor arrivals, aviation, expenditure and forecast information, into a single dashboard designed to support data-driven planning and decision-making across the travel sector. 

The updated version features a redesigned interface, improved dashboard functionality and expanded filtering, visualisation and export capabilities intended to streamline navigation and analysis. 

The platform is designed for use by governments, destination management organisations, national tourism organisations, aviation and hospitality companies, as well as researchers and analysts. Available datasets include monthly international visitor arrivals across Asia-Pacific destinations, annual visitor profiles, average visitor expenditure, inbound flight frequencies, seat capacity projections and tourism forecasts by origin market. 

PATA said the platform draws on data provided through collaborations with official government tourism authorities and aviation data company OAG, which serves as one of the association’s official data providers. 

Access to PATAmPOWER is available through PATA InfoHub accounts, with varying levels of member access depending on membership tier. Selected datasets may also be made available publicly upon request. 

“This upgraded version of the PATAmPOWER platform has been redesigned with our users in mind. The platform is now easier to navigate, which naturally leads to more instantaneous access to the insights needed for decision makers,” said Noor Ahmad Hamid, CEO of PATA. “As a trusted tool for our members over the years, we look forward to continuing to support them with an improved experience through this refined edition of PATAmPOWER.”

-TTG Asia.

Sesi Kunjungan Hormat PATA Malaysia Chapter Kepada Ketua Pengarah Tourism Malaysia

 

YBrs. Encik Mohd Amirul Rizal Abdul Rahim, Ketua Pengarah Tourism Malaysia telah menerima kunjungan hormat dari barisan EXCO PATA Malaysia Chapter yang diketuai oleh YBhg. Datuk Musa Haji Yusof Chairman PATA Malaysia, En Mohamed Sallauddin Mohamed Shah, Vice Chairman, YBhg. Datuk M. Ali, Honorary Secretary, YBhg. Dato’ Aruldas Arulandu, Honorary Treasurer, Dr. Nik Hasrul Bin Mohd Zainudin, EXCO, En. Eric Sinnaya, EXCO, En Steve Woon, EXCO dan En. GP Subramaniam - Executive Secretary. Turut hadir dalam sesi kunjungan hormat ialah En. Chan Hon Mun, Timbalan Pengarah Kanan, Bahagian Komunikasi Korporat.

Pertemuan ini menjadi platform untuk meningkatkan potensi kerjasama dua hala untuk industri pelancongan negara. Semoga kerjasama antara Tourism Malaysia dan PATA Malaysia Chapter akan memajukan pelancongan tanah air.

-Tourism Malaysia.

PATA highlights sustainable and inclusive tourism at World Tourism Conference 2025

 

PATA showcased its commitment to sustainable and inclusive tourism at the World Tourism Day and World Tourism Conference 2025, held in Melaka, Malaysia, from September 27 to 29. 

The event was officiated by Fadillah bin Haji Yusof, deputy prime minister of Malaysia; Ab Rauf Yusoh, chief minister of Melaka; Tiong King Sing, minister of culture, arts and tourism Malaysia; and Zurab Pololikashvili, secretary general, UN Tourism. The conference, held under the theme Tourism and Sustainable Transformation, focused on tourism’s potential to drive economic, social and environmental progress. 

During the session People-Centred Tourism: Unlocking Opportunities through Education, Innovation and Investments, moderated by Antonio López de Ávila of UN Tourism, PATA CEO Noor Ahmad Hamid joined panellists Amran Hamzah, Phillip Seiji Vincent, David Bardolet and Aradhana Khowala to discuss how investment in human capital, particularly youth and women, can strengthen resilience, equity and future readiness in tourism. The panel also examined how targeted investment can foster entrepreneurship, accelerate digitalisation and support sustainable development across destinations. 

PATA continues to place sustainability and social responsibility at the centre of its work, supporting long-term transformation in destinations, businesses and communities across the Asia-Pacific through initiatives aligned with the UN Sustainable Development Goals. Its programmes cover food and plastic waste reduction, climate resilience, digital transformation and social inclusion, while also developing the skills of tourism stakeholders at all levels. 

The association recently launched a 2025 World Tourism Day campaign highlighting projects from members, partners and stakeholders that advance sustainable transformation through education, governance, innovation and climate action. 

Noor said: “As a proud UNESCO Heritage City, Melaka not only showcases its rich cultural legacy but also demonstrates how well-planned tourism infrastructure can deliver real benefits to local communities through thriving community-based tourism initiatives and successful home-stay programmes. 

“As always, PATA is honoured to contribute to critical discussions that are shaping the pathway toward a more sustainable and inclusive future for our industry and the communities it serves.”

-TTG Asia.

Malaysia targets Asian markets ahead of 2026 tourism year

Paradesa Borneo’s Casandra Bong said the company is preparing non-cycling tours to reach more travellers

Anticipating a surge in visitor numbers during Visit Malaysia Year 2026, Malaysian inbound operators interviewed at PATA Travel Mart 2025 are planning to expand into new markets and introduce new products to capitalise on the year-long campaign, which is targeting 47 million tourist arrivals. 

Alvin Lim, director of sales for Borneo Nature Tours, said the company plans to expand the market reach of its flagship property, Borneo Rainforest Lodge, to include Asian markets such as China, India, South Korea, and Japan. This will help diversify the lodge’s visitor base, which has primarily been promoted to European markets.

“We see significant potential in the Asian markets due to accessibility and shorter travel times,” Lim told TTG Asia. 

He added that the expansion will also help raise awareness of Borneo’s unique biodiversity and conservation efforts among a new audience. The Borneo Rainforest Lodge is the only accommodation option within the Danum Valley Conservation Area. 

Starting next year, Paradesa Borneo plans to expand its tours to cater to non-cyclists, said the company’s sales and marketing manager, Casandra Bong. 

“We have received feedback and requests for non-cycling tours and have already started our groundwork preparations which will be rolled out in 2026,” she shared. 

Paradesa Borneo, currently Sarawak’s only operator for specialised cycling tours, aims to make exploration of the region’s natural beauty, wildlife, culture, heritage, and food more accessible to a wider range of travellers. 

Fariz Khan Zamurad Khan, senior sales manager at Putrajaya Leisures & Services Group, said the group will work closely with Tourism Malaysia to promote its tourism offerings in Putrajaya to international markets. 

He also revealed plans to open an Indian food outlet in Putrajaya by the end of 2025, a timely initiative in view of the anticipated influx of Indian travellers next year. Currently, there are no Indian restaurants in Putrajaya, Fariz said.

-TTG Asia.

Sarawak to host PATA Travel Mart 2026

 

PATA Travel Mart 2026 (PTM 2026) will be held for the first time in Sarawak, Malaysia, at the Borneo Convention Centre Kuching from August 18 to 20, 2026. 

The event is endorsed by the Ministry of Tourism, Creative Industry and Performing Arts of Sarawak, hosted by the Sarawak Tourism Board (STB) and supported by Business Events Sarawak. 

A PATA member since 1981, STB has partnered with the association on initiatives to promote destination resilience and sustainability. Sarawak was among the Asia-Pacific destinations to implement the Tourism Destination Resilience capacity building programme, launched with PATA in 2024. The two organisations also collaborate on strategic projects, including carbon offset initiatives, joint advocacy and policy development, sustainable urban tourism, biodiversity conservation and capacity building for green hospitality. 

With a strong foundation of collaboration, Sarawak is positioned as an ideal host for PTM 2026. The destination offers a strategic location for global tourism professionals focused on advancing a sustainable and inclusive future for the industry. 

PATA CEO Noor Ahmad Hamid stated: “As a long-standing and valued member, STB has consistently supported a wide range of collaborative initiatives over the years. PTM 2026 will not only align with the Visit Malaysia 2026 campaign and PATA’s 75th Anniversary, but also mark STB’s 45th year of membership with the Association, making it a truly special occasion for Sarawak, PATA, and all participants. 

“We look forward to welcoming our community and stakeholders to Sarawak and showcasing the destination’s remarkable strengths in both business and leisure – and highlight how there is always ‘More to Discover’ in Sarawak.” 

Further details about PATA Travel Mart 2026 will be shared in due course. Registration is now open.

-TTG Asia.

PATA forecasts strong visitor growth in Asia-Pacific through 2027

 

PATA has released the latest Asia Pacific Visitor Forecasts for 2025-2027, providing in-depth insights into tourism recovery trends across the region. 

This comprehensive report, prepared in collaboration with the Hospitality and Tourism Research Centre of the School of Hotel and Tourism Management at The Hong Kong Polytechnic University, presents forecasts for 39 destinations in the Asia-Pacific region across mild, medium, and severe scenarios, offering critical insights for stakeholders in the travel and tourism industry. 

The PATA Asia Pacific Visitor Forecasts 2025-2027 highlights international visitor arrivals (IVAs) are expected to reach 813.7 million by 2027, up from 648.1 million in 2024, indicating steady growth. Recovery is being fuelled by easier visa processes, more airline routes, and improved infrastructure. Initiatives like China’s visa-free transit expansion and Thailand’s Six Countries, One Destination project are helping boost visitor numbers. 

China is set to regain its spot as the top inbound destination, with the US, Türkiye, and Hong Kong also performing well. Mongolia, Türkiye, Sri Lanka, and Japan are expected to see the fastest recovery, surpassing pre-pandemic visitor numbers. China will remain the largest source market, followed by the US, Hong Kong, South Korea, and India, with growing middle classes in India and South-east Asia driving more outbound travel. 

The region’s tourism will also be shaped by economic shifts, geopolitics, and technological advancements, with digital transformation, sustainable tourism, and new infrastructure enhancing the travel experience. 

“As global travel continues its strong recovery, the Asia-Pacific region remains a key driver of growth. This latest forecast highlights the dynamic shifts in visitor flows, policy interventions, and infrastructure improvements that will shape the region’s tourism landscape over the next three years. By understanding these evolving trends, destinations can better position themselves for sustainable growth and resilience,” said PATA CEO Noor Ahmad Hamid. 

“As we move forward, the industry must remain agile and adaptive to shifting market dynamics. The insights from the PATA Asia Pacific Visitor Forecasts 2025-2027 will be invaluable for policymakers, businesses, and destination marketers aiming to capitalise on emerging opportunities.” 

The PATA Asia Pacific Visitor Forecasts 2025-2027 report is available at PATA website.

-TTG Asia.

PATA, Sarawak Tourism Board strengthen AI capabilities for tourism businesses

 

PATA and Sarawak Tourism Board will launch a new training programme for tourism businesses in Sarawak, Malaysia next week, focusing on technology and AI.

The AI-Driven Transformation: Empowering Sarawak’s Tourism SMEs training is a continuation of the capacity-building programme initiated in May in Kuching, where over 50 local tourism small and medium-sized enterprises (SMEs) received training on financial management, sustainability, digital marketing, digital payments and cybersecurity.

Scheduled from October 29 to November 1, the four-day training will take place in Kuching, where participants will engage in hands-on workshops designed to help them integrate AI into their daily operations, with a focus on practical applications for marketing, operations, customer satisfaction, and sustainability. These workshops will also include case studies and real-world examples of AI’s successful integration into tourism businesses worldwide, providing actionable insights that participants can implement immediately.

AI’s potential for automating processes, enhancing customer experiences, and driving operational efficiency is becoming increasingly indispensable to the long-term success of tourism businesses. These SMEs must be empowered with accessible and practical AI solutions that streamline processes, create personalised customer experiences, and support sustainable practices.

However, many of these businesses encounter challenges in adopting and applying new technologies, particularly AI, which remains largely untapped without sufficient guidance and training, leaving many tourism SMEs vulnerable in an ever-competitive global market.

PATA CEO Noor Ahmad Hamid commented: “PATA recognises that, while AI has immense potential, SMEs require targeted, practical training to bridge the gap between understanding AI concepts and applying them in real-world contexts.

“This AI training initiative will help guide businesses in becoming digitally ready, at a time when the marketplace is rapidly evolving. We look forward to supporting other tourism organisations and destination marketing organisations in developing similar skill sets for their stakeholders, ensuring that no one is left behind in the digital age.”

Sarawak Tourism Board chairman Dennis Ngau added: “This collaboration with PATA marks a pivotal step in our efforts to drive technological adoption, particularly in AI, which holds transformative potential for enhancing the efficiency and resilience of Sarawak’s tourism SMEs. By providing accessible training that aligns with global trends, we aim to not only uplift the industry but also ensure that our tourism offerings remain relevant and attractive to an increasingly tech-savvy market.”

-TTG Asia.

Tourism Malaysia Wins PATA Gold Awards 2024 For Travel Video

 

BANGKOK, 28 August 2024 – Tourism Malaysia continues to garner international recognition, securing a PATA Gold Awards 2024 at this year's award presentation organised by the Pacific Asia Travel Association (PATA) as part of the 2024 PATA Travel Mart held in Bangkok, Thailand.

The award, presented in the "Marketing - Travel Video" category for the "Truly Wondrous, Nature & Rainforest" video, highlights Malaysia's stunning natural beauty and diverse ecosystems.

The PATA Gold Awards recognise excellence in tourism marketing and sustainable initiatives, with two main categories: Marketing and Sustainable & Social Responsibility. This year, 11 awards were presented within the Marketing category, including Travel Video.

The four-minute winning video showcases Malaysia's breathtaking natural wonders, from misty highlands and crystal-clear waters to a vibrant tapestry of flora and fauna. It invites viewers to escape the hustle and bustle of city life and experience the country's unique mega biodiversity.

This award builds on Malaysia's previous successes at the PATA Gold Awards, having won accolades for the best Travel Photograph in 2022 apart from the Travel Video and Culture through the Sarawak Tourism Board. The recognition reaffirms Malaysia's dedication to promoting its natural heritage and solidifies its position as a destination of unparalleled natural beauty.

In collaboration with the tourism industry players, Tourism Malaysia remains dedicated to showcasing Malaysia's unique offerings, particularly in anticipation of the upcoming Visit Malaysia 2026.

For a complete list of winners, please visit https://www.pata.org/pata-gold-awards2024.

-Tourism Malaysia.

PATA inks MoUs with Sarawak Tourism Board, EATOF

 

The Pacific Asia Travel Association (PATA) has signed new partnerships with Sarawak Tourism Board (STB) – to build closer cooperation and jointly promote sustainable tourism and resilience efforts in Sarawak – as well as with East Asia Inter-Regional Tourism Federation (EATOF) to establish an alliance for the activation of tourism in Asia-Pacific.

Both Memoranda of Understanding (MoU) were signed during the PATA Annual Summit 2024 (PAS 2024) on May 16 in Macao, China.

To ensure the success of sustainable tourism initiatives in Sarawak, PATA and STB will work together to enhance tourism resilience and sustainable tourism practices, introduce carbon offset projects in Sarawak, engage in joint advocacy and policy development activities, jointly organise events, and collaborate on green hospitality, urban sustainability and biodiversity conservation initiatives.

The first activity outlined in the MoU between STB and PATA is the Tourism Destination Resilience (TDR) capacity building programme, which took place in Kuching on May 20 and 21. Tourism officials received training on core modules of the TDR Programme, which covered topics such as risk assessment and management, crisis communication, adaptive capacity improvement, and diversification strategies, among others.

Following this, on May 23 and 24, small and medium-sized enterprises (SMEs) in the tourism sector will join a workshop on financial and digital skills, aiming to empower them with greater financial literacy and leverage digitalisation to enhance competitiveness.

Following the TDR Programme, PATA and STB will engage in further activities including a new series of workshops focused on ecotourism and community-based tourism development, waste management and reduction, and the implementation of sustainability certifications and carbon neutrality activities.

EATOF, an international tourism association that strives to develop a tourism community across the East Asia region and provide a solid forum to come together in unity, will join forces with PATA to boost local tourism through various businesses, including mutual collaboration in tourism, youth engagement, big data analysis, and more.

The MoU outlines the target of fostering mutual participation in significant events hosted by each association (namely the EATOF General Assembly and the PATA Annual Summit), sharing exemplary sustainable practices, and facilitating collaborative initiatives spanning from educational endeavours to regional tourism programmes.

Formed in 2000, EATOF currently has 10 member provinces in 10 countries participating, with the EATOF Secretariat located in Gangwon State, South Korea.

-TTG Asia.

Tourism Malaysia Participates In PATA Annual Summit 2024

 

MACAO, 15 May 2024 – Tourism Malaysia takes part in this year’s PATA Annual Summit, themed “Reimagining Tourism” from 15th to 17th May 2024. The annual event brings together the Pacific Asia Travel Association (PATA) members from over 30 destinations to reconnect and keep updated on emerging trends, sustainable tourism, human capital development, and the future of air travel and hospitality.

Alongside PATA Annual Summit 2024, the main agenda includes plenary sessions, breakout sessions, the PATA Executive Board and Board meetings, and the Annual General Meeting, which will provide a platform for PATA’s public and private sector members, partners, as well as PATA Chapters and Youths from around the world. Tourism Malaysia is represented by Mr Shahrin Mokhtar, Director of Strategic Planning Division.

PATA has been actively promoting travel and tourism in the Asia and Pacific region by supporting the growth of its members’ businesses in both the public and private sectors to expand their networks regionally and globally. Besides being the targeted channel for brand exposure, PATA also helps to strengthen the tourism industry through trade events, industry research, and professional development programmes.

As a leading agency for promoting Malaysia as a preferred tourist destination to the domestic and international markets, Tourism Malaysia continues to participate actively in PATA’s annual programmes, especially in preparing for the upcoming Visit Malaysia 2026.

This year marks Tourism Malaysia’s 65th year as a PATA member since it first joined in 1959, allowing Malaysia to become the host of various PATA programmes including the PATA Adventure Travel Conference and Mart (ATCM) 2020 held in Kota Kinabalu, Sabah.

-Tourism Malaysia.

PATA, ICCA to nurture business travel in Asia-Pacific

 

PATA has signed a Memorandum of Understanding (MoU) with the International Congress and Convention Association (ICCA), becoming dedicated partners in establishing meaningful connections between the two organisations.

The MoU was signed in conjunction with the 62nd ICCA Congress in Bangkok hosted by Thailand Convention and Exhibition Bureau (TCEB). This is the second time Thailand played host to the ICCA Congress, with the first time in 2007 in Pattaya.

Both parties plan to create joint programme content designed to nurture the ‘Business Travel’ sector in the Asia-Pacific region, emphasise sustainability in future activities and events, and begin cross-participation in flagship events between the Associations, among other priorities.

“This partnership holds great promise for the expansion of business opportunities in the region as there is important synergy between the travel and tourism industry and business events, as both relate to travel and economic impact for destination and industry players. We eagerly look forward to sharing valuable insights and best practices with them,” said PATA CEO Noor Ahmad Hamid.

“We both share values around sustainability, education, legacy, and advocating for the global significance of international collaboration and partnership. Asia-Pacific is an amazing place, culturally diverse and endlessly fascinating. It offers so much to the world in terms of travel and business. Yet it is the people here that are key to developing new opportunities, and ICCA salutes the collective energy, efficiency, and boundless desire to create unique event experiences for all,” said ICCA CEO Senthil Gopinath.

-TTG Asia.

Tourism Malaysia Returns To PATA TRAVEL MART 2023

 

NEW DELHI, 10 October 2023 – Tourism Malaysia returned to participate in the first physical PATA Travel Mart (PTM) since the pandemic, taking place at the International Exhibition Convention Centre (IECC), Pragati Maidan, New Delhi, India from 4th to 6th October 2023.

The Asia-Pacific’s worldwide travel trade exhibition was attended by some 339 sellers and buyers from all over the world, featuring unparalleled networking and contracting opportunities to help travel and tourism organisations access decision-makers, meet new clients, expand their networks, establish new relationships, and consolidate existing business partnerships.

Led by Tourism Malaysia’s Deputy Director General (Promotion) Datuk Musa Haji Yusof, who is also the Chairman of PATA Malaysia Chapter, the Malaysian delegation comprises four (4) organisations, namely Sabah Tourism Board, Sarawak Tourism Board, Legoland Malaysia Resort, and Langkawi MICE Holidays & Tours Sdn Bhd.

Also taking place during the three-day event was the anticipated PATA Gold Awards 2023, celebrating the hard work and accomplishments of the region’s tourism industry players. Representing Malaysia to the eyes of the world was Sabah Tourism Board when its travel video titled Catching Sabah won the PATA Gold Award Winner 2023 for the Marketing (Travel Video) Category.

During the PATA Board Dinner and Awards Presentation hosted by the Ministry of Tourism India on 7th October 2023, Malaysia was lauded once again as PATA Malaysia Chapter was awarded the Spirit of PATA Award 2023, a recognition to the Chapter that consistently and progressively demonstrates its commitment towards realising the objectives of PATA over the past five years.

-Tourism Malaysia.

Tourism Malaysia Lauds Noor Ahmad Hamid’s Appointment As New PATA CEO

 

PUTRAJAYA, 21 September 2023 – Tourism Malaysia welcomes the appointment of Mr Noor Ahmad Hamid, the former Chief Operating Officer of Malaysia Convention & Exhibition Bureau (MyCEB), as the new Pacific Asia Travel Association (PATA) Chief Executive Officer, effective 1 October 2023.

Dato’ Dr. Ammar Abd. Ghapar, Director General of Tourism Malaysia, said: “We are excited to embark on this new transformative journey under his leadership and look forward to collaborating closely with PATA members to elevate the tourism industry to greater heights.”

“With his extensive background and vast experience in tourism and business events, we believe PATA can also champion initiatives to stay relevant in the digital era and to voice out and reset the organisation’s branding and membership engagement.”

Tourism Malaysia has been an ardent PATA Government member for 64 years, starting in 1959, and Datuk Musa Yusof, Deputy Director General of Tourism Malaysia, has led the PATA Malaysia Chapter since 2016.

Recently, PATA announced the reappointment of Ms Noredah Othman, Chief Executive Officer of Sabah Tourism Board, to its Executive Board Members for a two-year term beginning 27 June 2023.

-Tourism Malaysia.

PATA announces new board appointments

 

L/R: Noredah Othman, CEO, Sabah Tourism Board, Malaysia and Dr Gerald Perez, vice president, Guam Visitors Bureau, USA.

BANGKOK, 7 July 2023: The Pacific Asia Travel Association (PATA) confirmed the re-appointment of Noredah Othman, CEO of Sabah Tourism Board, Malaysia and the appointment of Dr Gerald Perez, vice president of Guam Visitors Bureau, USA, to the PATA Executive Board for two-year terms effective since 27 June  2023.

With 30 years of experience in Sabah Tourism, Noredah Othman is Sabah Tourism Board’s longest-serving officer. She is responsible for marketing and promotion of the destination.

Dr Gerry Perez currently serves as the vice president of the Guam Visitors Bureau and is a founding member of the Micronesia Cruise Association.

Othman and Perez join the other Executive Board members comprising Peter Semone, Chair PATA; Benjamin Liao, Vice Chair PATA and Chairman, Forte Hotel Group, Chinese Taipei, Singapore; Suman Pandey, Secretary/Treasurer PATA and President, Explore Himalaya Travel and Adventure Nepal; Tunku Iskandar Group President Mitra Malaysia Sdn Bhd Malaysia; SanJeet Managing Director DDP Publications Private Ltd India; Luzi Matzig Chairman Asian Trails Ltd Thailand and Dr Fanny Vong, President – Macau Institute for Tourism Studies (IFTM), Macau, China. Non-voting members are Soon-Hwa Wong, CEO AsiaChina Pte Ltd Singapore and Mayur (Mac) Patel, Head of Asia, OAG, Singapore.

The new executive board members were ratified at the PATA Annual General Meeting held online on 27 June 2023.

-TTR Weekly.

The PATA Destination Experience Forum and Mart 2023 @ Kuching, Sarawak, Malaysia ( 21 ~ 23 Jun 2023 )

 

The PATA Destination Experience Forum and Mart 2023 Pacific Asia Travel Association, hosted by the Sarawak Tourism Board, took place in Kuching, Sarawak, Malaysia, from June 21-23. 

The event focused on sustainability in action, focusing on managing destinations, digital marketing, and promoting sustainability within the industry. 

The three-day program included technical tours, a forum and B2B adventure travel trade show, and networking events. Tourism professionals gained practical experience in discovering and marketing world-class attractions and products to a global audience in a sustainable way. 

Tourism Malaysia’s Deputy Director General in Promotion, Datuk Musa Hj. Yusof is one of the panel discussing climate action strategies for destinations and operators, highlighting best practices for transitioning from climate strategy to tactics.

-Tourism Malaysia.

Malaysia to host inaugural PATA Destination Experience Forum and Mart 2023

 

The inaugural PATA Destination Experience Forum and Mart 2023 will be held in Kuching,
the capital city of Sarawak, Malaysia, pictured

The Pacific Asia Travel Association (PATA) is set to organise the PATA Destination Experience Forum and Mart 2023 (PDFM 2023) from June 21-23 this year. The event will be held in Kuching, the capital city of Sarawak, Malaysia.

Supported by Sarawak Tourism Board, PDFM 2023 will feature four components: destination experiences, a conference, a B2B adventure travel trade show with one-to-one meetings, and various networking opportunities.

The event provides an opportunity for tourism professionals to gain first-hand practical experience and knowledge in marketing and managing attractions, tourism products, and services that are relatively unknown by both trade and consumers to a global audience in a responsible and sustainable manner.

PATA chair Peter Semone said: “As the travel and tourism industry in the Asia-Pacific region is seeing positive signs of recovery, the inaugural PATA Destination Experience Forum and Mart 2023 looks to highlight the best practices in destination marketing and destination management in support of a responsible and sustainable recovery for the region.”

Focusing on Ecotourism, Gastronomy Tourism, Adventure Travel, Wellness (particularly Sensory Nature Activities), Destination Management and Digital Marketing, the three-day programme begins with a one-day destination experience through a choice of technical tours, followed by a conference and travel mart spread across two full days, as well as various networking opportunities throughout the programme.

With gastronomy tourism being one of the themes of PDFM 2023, Sarawak Tourism Board’s CEO Sharzede Datu Haji Salleh Askor said the theme suits Sarawak perfectly, as its capital city Kuching was recognised as the City of Gastronomy by the UNESCO Creative Cities Network in 2021.

Attractions at the host destination include pristine rainforests, orangutans, the world’s largest flower – the Rafflesia, the Borneo Cultures Museum, and the rare proboscis monkey endemic to Borneo at the oldest national park in Sarawak, Bako National Park.

Buyers, sellers, and conference delegates can register and enjoy early bird rates until February 15.

After PDFM 2023, delegates can also extend their stay and visit the Rainforest World Music Festival, which takes place from June 23-25 – they will receive complimentary access to the first night of the festival on June 23 and ticket discounts for the full event.

-TTG Asia.

Tourism Malaysia And Sarawak Tourism Board Gained International Recognition At PATA Gold Awards 2022

 

PUTRAJAYA, 13 October 2022 – The Malaysian tourism industry once again gained international recognition at this year’s PATA Gold Awards organised by the Pacific Asia Travel Association. Malaysia won three out of 23 Gold Award categories presented, namely the Travel Photograph, Travel Video, and Culture.

Tourism Malaysia bagged the Travel Photograph Gold Award through its mesmerising photo entry of a man flying a wau, Malaysia’s traditional kite by the coast of Terengganu. Capturing one of the most recognisable symbols of Malaysian culture, flying a wau is both a cultural icon and a valuable part of the country’s cultural heritage.

The objective of the award-winning photo is also to capture the unique craft of a wau, from witnessing its creation to watching it soar through the air would be an awe-inspiring and one-of-a-kind experience. Even in modern times, it is not uncommon to see people in Kelantan and Terengganu flying kites, particularly when it is harvest time.

Sarawak Tourism Board, on the other hand, deservingly landed two Gold Awards from the Travel Video and Culture categories. Its promotional video titled “A Journey Awaits” by Faithworks Studios won the Travel Video Gold Award, which invites travellers to Sarawak through its portrayal of the state’s enchanting beauty, culture, heritage, and natural wonders.

The virtual experience of the 2021 Rainforest World Music Festival organised by Sarawak Tourism Board also won the Culture Gold Award, a creative twist that allowed music lovers to enjoy the festival from the comfort of their homes during the pandemic. The festival brought forward Sarawak’s traditional music and culture on a virtual, no-entrance-fee-required festival for all to enjoy.

-Tourism Malaysia.

World Tourism Day 2022 "Rethinking Tourism" @ Taylor's University Lakeside Campus, Malaysia ( 27 September 2022 )

 

The School of Hospitality, Tourism and Events, in collaboration with the PATA Malaysia Chapter (PMC) and PATA Malaysia Taylor's Student Chapter (PATA-MTSC), is organizing a hybrid forum on “Rethinking Tourism” on September 27, 2022 at 2pm-4pm.

Don’t miss this opportunity to hear excellent views from tourism stakeholders from Tourism Malaysia, PATA Malaysia Chapter, Malaysia Inbound Tourism Association and Traveloka. See you there!!!

Rrgister for this forum by clicking this link World Tourism Day - Youth Symposium 2022 | Peatix or scanning the QR code in the poster!

-Tourism Malaysia.