PATA and China Chamber of Tourism Sign Strategic Partnership at PAS 2026
The Pacific Asia Travel Association and the China Chamber of Tourism have formalised a new strategic partnership aimed at strengthening tourism cooperation between China and the wider Asia Pacific region during 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, in the presence of PATA Chair Henry Oh and CCT Chairman Ji Xiaodong during the PATA Annual Summit 2026.
The agreement establishes a framework for bilateral and multilateral collaboration focused on sustainable tourism development, rural revitalisation, global marketing initiatives, training programmes and knowledge exchange. Both organisations will also work together on joint events, promotional campaigns and industry research aimed at global audiences.
Speaking after the signing, Noor Ahmad Hamid said the partnership reflects the growing relationship between PATA and China’s tourism community. He noted that China has played an important role in the association’s journey since its early years, making the collaboration especially significant as PATA celebrates its 75th anniversary in 2026.
Ji Xiaodong, Chairman of the China Chamber of Tourism, highlighted the strong tourism links between China and the Asia Pacific region, stating that the partnership would help deepen cooperation in sustainable tourism and rural revitalisation while supporting the high-quality development of tourism across the region.
A key element of the partnership will also involve collaboration around the PATA Gold Awards. The China Chamber of Tourism has expressed support for promoting the awards among China’s private tourism sector and recommending outstanding tourism enterprises and projects for recognition.
The partnership further underlines growing momentum for greater public-private cooperation in the Asia Pacific travel industry, particularly in areas such as destination marketing, rural tourism development and sustainable tourism practices.
Held in Gyeongju, Republic of Korea, PAS 2026 has brought together tourism stakeholders, government representatives and industry leaders from across the region to discuss the future of travel and tourism amid evolving global market conditions.