Pacific Asia Travel Association sets new vision and mission for sustainable tourism

PATA’s updated vision and mission were officially approved by the board at the 2025 Annual Summit in Istanbul
In response to shifts in global tourism, the Pacific Asia Travel Association (PATA) has revealed a renewed vision and mission focused on innovation, collaboration, and adaptability to keep up with the developing travel sector and support more sustainable tourism.

The PATA board approved the new vision and mission at the 2025 Annual Summit in Istanbul, Turkey, and formally ratified them at the 74th Annual General Meeting.

PATA’s 2025 vision, ‘A meaningful Pacific Asia tourism economy’, captures its commitment to tourism that creates a lasting, positive impact. The term ‘meaningful’ reflects a focus on inclusive, long-term outcomes – social, cultural, environmental, and economic – that benefit all. It recognises tourism’s potential to inspire positive change through respecting diversity, strengthening communities, and protecting cultural heritage.

The refreshed mission to ‘Share knowledge, enable networking, and protect tourism economy assets by fostering innovation, collaboration, and adaptability’ lays the foundation for PATA’s 2030 strategic direction.

This mission guides the Association’s efforts to support its growing member network through responsible tourism, advanced initiatives, and community-focused collaboration. It reinforces PATA’s ongoing dedication to sustainability, resilience, and the future importance of the tourism industry.

PATA Chairman Peter Semone commented: “With our new direction, we are setting our aspiration on advancing a meaningful tourism economy in Pacific Asia, one where host communities are empowered, tourism stakeholders are valued, businesses grow responsibly, and the environment and cultural heritage are protected.”