PATA Travel Mart 2026 (PTM 2026) has opened in Kuching, Sarawak, Malaysia, bringing together more than 1,100 tourism delegates from 48 countries and destinations for one of Asia Pacific’s leading international business-to-business travel trade events.
Held at the Borneo Convention Centre Kuching from August
18-20, the event marks the first time PATA’s flagship travel trade show has
been hosted in Sarawak.
It features 221 buyers representing 215 companies from 29
source markets, alongside more than 365 sellers representing over 200
organisations and destinations.
Organised by the Pacific Asia Travel Association (PATA), PTM
2026 is endorsed by Sarawak’s Ministry of Tourism, Creative Industry and
Performing Arts, 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.”
The event’s business exchange programme includes more than
4,000 scheduled appointments between buyers and sellers, aimed at creating new
partnerships, exploring source markets and generating future business.
YB Dato Sri Haji Abdul Karim Rahman Hamzah, Minister for
Tourism, Creative Industry and Performing Arts Sarawak, said hosting the event
would strengthen engagement with the international tourism community while
supporting economic opportunities and sustainable tourism development.
Beyond business meetings, PTM 2026 includes
knowledge-sharing, professional development and networking programmes.
The PATA Youth Symposium brings together students and young
tourism professionals, while the PATA Knowledge Forum explores “The Next Era:
Impactful Partnerships, Purposeful Growth,” covering technology, innovation,
communities, culture and tourism experiences.
Sarawak is also being showcased through destination
experiences highlighting its Indigenous heritage, biodiversity, gastronomy,
nature and adventure offerings.
“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.”
Noor Ahmad Hamid added that PATA aims to help members navigate changes in tourism through business connections, knowledge sharing, industry intelligence and new partnerships. PTM 2026 continues through August 20, providing further opportunities for international tourism collaboration. -TradeArabia News Service