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The Pacific Asia Travel Association and the China Chamber of Tourism have formalised a brand new strategic partnership aimed at strengthening tourism cooperation between China and the broader Asia Pacific area through the PATA Annual Summit 2026 in Gyeongju, Republic of Korea.
The Memorandum of Understanding (MoU) was signed on May 13 by PATA CEO Noor Ahmad Hamid and CCT Secretary-General Guoliang Wu, within the presence of PATA Chair Henry Oh and CCT Chairman Ji Xiaodong through the PATA Annual Summit 2026.
The settlement establishes a framework for bilateral and multilateral collaboration targeted on sustainable tourism growth, rural revitalisation, world advertising initiatives, coaching programmes and data alternate. Both organisations may also work collectively on joint occasions, promotional campaigns and business analysis aimed at world audiences.
Speaking after the signing, Noor Ahmad Hamid stated the partnership displays the rising relationship between PATA and China’s tourism neighborhood. He famous that China has performed an essential function within the affiliation’s journey since its early years, making the collaboration particularly vital as PATA celebrates its seventy fifth anniversary in 2026.
Ji Xiaodong, Chairman of the China Chamber of Tourism, highlighted the robust tourism hyperlinks between China and the Asia Pacific area, stating that the partnership would assist deepen cooperation in sustainable tourism and rural revitalisation whereas supporting the high-quality growth of tourism throughout the area.
A key ingredient of the partnership may also contain collaboration across the PATA Gold Awards. The China Chamber of Tourism has expressed assist for selling the awards amongst China’s non-public tourism sector and recommending excellent tourism enterprises and initiatives for recognition.
The partnership additional underlines rising momentum for larger public-private cooperation within the Asia Pacific journey business, notably in areas comparable to vacation spot advertising, rural tourism growth and sustainable tourism practices.
Held in Gyeongju, Republic of Korea, PAS 2026 has introduced collectively tourism stakeholders, authorities representatives and business leaders from throughout the area to debate the longer term of journey and tourism amid evolving world market circumstances.
