Kuching, Malaysia, is hosting over 1,100 tourism delegates from 48 countries this week as the Pacific Asia Travel Association’s flagship business event, PATA Travel Mart 2026, opens in Sarawak.
The three-day gathering at the Borneo Convention Centre Kuching runs through August 20, attracting 221 buyers from 29 source markets and 365 sellers representing more than 200 organizations and destinations. Organizers expect over 4,000 pre-scheduled business appointments during the two main trade days.
Sarawak steps into the spotlight
This year’s event marks the first time PATA’s flagship travel trade event has been held in Sarawak. The decision aims to bring international exposure to smaller and emerging destinations beyond the region’s traditional tourism hubs.
“By taking the Travel Mart beyond established gateways, we’re opening new markets and helping spread tourism more evenly,” said PATA CEO Noor Ahmad Hamid. “The opportunities created here can develop into lasting partnerships that support economic growth across the Asia Pacific.”
Sarawak’s tourism sector has been a PATA member since 1981, but hosting the event provides an opportunity to showcase its natural and cultural assets directly to the global travel industry.
Delegates are engaging in networking activities and destination experiences throughout the event. These include community-based and experiential activities designed to provide a deeper understanding of Sarawak’s tourism development.
Business and professional growth
The core of PATA Travel Mart 2026 remains its business exchange program, where buyers and sellers meet to explore new partnerships and markets. The event also includes sessions focused on industry collaboration and professional development.
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Ahead of the main trade days, the PATA Youth Symposium gathered university students and young professionals for discussions on the future of tourism. The program continued on August 18 with hands-on activities highlighting Sarawak’s tourism development.
Later that day, the PATA Knowledge Forum took place under the theme “The Next Era: Impactful Partnerships, Purposeful Growth.” Industry leaders and experts addressed challenges and opportunities shaping the future of tourism.
Sarawak’s Minister for Tourism, Creative Industry and Performing Arts, YB Dato Sri Haji Abdul Karim Rahman Hamzah, described the event as a strategic opportunity. “Hosting PATA Travel Mart 2026 lets us strengthen ties with the international tourism community,” he said. “Our priority is creating economic opportunities while protecting the cultural and natural assets that define Sarawak.”
The event also features leadership meetings for PATA’s Executive Board and Board members, along with awards recognizing contributions from chapters, student chapters, and emerging leaders in tourism.
For now, attention remains on the trade floor. Buyers and sellers are finalizing deals and exploring new opportunities. Delegates will also have one final day to experience Sarawak before the event concludes on August 20.
“PATA Travel Mart is about more than business,” Noor Ahmad Hamid said. “It’s about building relationships that will define the next chapter of tourism in the Asia Pacific.”
Sarawak Tourism Board CEO Dr Sharzede Datu Haji Salleh Askor shared similar views. “We want delegates to leave with a better understanding of what Sarawak offers,” she said. “The insights they take back can help position us in future travel programs.”