PATA and China Chamber of Tourism Forge Strategic Partnership at PATA Annual Summit 2026
Gyeongju, Korea (ROK), May 14, 2026 / TRAVELINDEX / The Pacific Asia Travel Association (PATA) and the China Chamber of Tourism (CCT) announce a new strategic partnership through the signing of a Memorandum of Understanding (MoU). This collaboration is a step towards strengthened tourism-related cooperation between China and the Asia Pacific region.
The MoU was signed by PATA CEO Noor Ahmad Hamid and CCT Secretary-General Guoliang Wu on May 13, and witnessed by PATA Chair Henry Oh and CCT Chairman Ji Xiaodong, during the PATA Annual Summit 2026 (PAS 2026). It establishes a framework of bilateral and multilateral cooperation between the two organisations with a focus on key areas including sustainable tourism development, rural revitalisation, and global marketing initiatives.
“This partnership reflects the growing connection we have with the China Chamber of Tourism and the destination’s tourism community,” said Noor following the signing. “China has been part of our journey since the early years of the Association, so it is especially meaningful to formalise this partnership during our 75th anniversary. I extend my gratitude to our new partner, the China Chamber of Tourism, and I look forward to working closely with them on new projects and initiatives in the future.”
Mr. Ji Xiaodong, Chairman of China Chamber of Tourism, stated, “It is our great honor to formally establish a strategic partnership with the Pacific Asia Travel Association on the occasion of PATA’s 75th anniversary. China and the Asia-Pacific region enjoy close tourism exchanges and broad prospects. Focusing on sustainable tourism, rural revitalization and global marketing, the two sides will deepen exchanges and cooperation, share development experience, jointly promote the high-quality and sustainable development of tourism in China and the Asia-Pacific region, and inject new impetus into the prosperity of global tourism industry.”
Under the agreement, PATA and CCT will collaborate on a range of initiatives, including the co-organisation of events, development of training programmes, joint marketing and promotional activities, and the publication of industry reports for global audiences. The partnership will also facilitate the exchange of knowledge and best practices between the two organisations.
A notable aspect of the collaboration is its extension to the PATA Gold Awards. CCT has expressed its support in promoting the awards within China’s private tourism sector and in recommending outstanding enterprises and projects for consideration.
Through this partnership, both organisations reaffirm their shared commitment to fostering a more connected, resilient, and collaborative travel and tourism industry across China and the wider Asia Pacific region.
