PATA Youth Symposium & Education in Hospitality and Tourism Forum 2026
Bangkok, Thailand, August 13, 2026 / TRAVELINDEX / The Pacific Asia Travel Association (PATA), in partnership with the Faculty of Hospitality and Tourism Management (FHTM) of UCSI University Sarawak Campus will bring together students and emerging tourism professionals for the PATA Youth Symposium & Education in Hospitality and Tourism Forum 2026 on August 17-18 at UCSI Hotel in Kuching, Sarawak, Malaysia.
Proudly supported by the Ministry of Tourism, Creative Industry & Performing Arts Sarawak, Sarawak Tourism Board, FELCRA Berhad, Malaysia Airlines and Business Events Sarawak, the two-day programme is held under the theme “Empowering Youth for a Creative, Sustainable, and Inclusive Tourism & Hospitality Future.” It will provide a platform for the next generation of tourism leaders to exchange ideas, connect with industry practitioners and explore their role in shaping the future of tourism and hospitality.
Taking place in conjunction with PATA Travel Mart 2026 (PTM 2026), PATA’s flagship business-to-business travel trade event, the programme will also give young participants an opportunity to be part of a broader week of tourism engagement in Sarawak. PTM 2026 will bring together international buyers, sellers, tourism organisations and industry professionals at the Borneo Convention Centre Kuching from August 18-20, creating opportunities for the next generation of tourism professionals to connect with the wider Asia Pacific tourism industry.
The event will be officially opened by Datuk Snowdan Lawan, Deputy Minister for Tourism, Creative Industry and Performing Arts Sarawak, who will speak about the role of young people in shaping Sarawak’s tourism, hospitality and creative economy, and the importance of strengthening collaboration between government, academia, industry and communities.
“The next gen of tourism leaders are not simply the future of our industry; they are already helping to shape it today. Their ideas, creativity and willingness to challenge established thinking are essential as we navigate an increasingly complex and interconnected tourism landscape,” said PATA CEO Noor Ahmad Hamid.
“Through the PATA Youth Symposium, we want to give the next generation a platform to exchange ideas, build relationships with industry leaders and, importantly, have their voices heard. As PATA celebrates 75 years of shaping tourism across Asia Pacific, we are committed to ensuring that the next chapter is one in which the next gen are active participants in shaping a more creative, sustainable and inclusive tourism future.”
The programme will feature keynote presentations, interactive discussions, youth-led initiatives, a business pitching competition and experiential workshops, giving participants opportunities to learn from established industry professionals while developing and sharing their own ideas.
One of the opening highlights will be “Redefining Success in Tourism,” a keynote by Lizam Dorji, CEO, MICE Bhutan. The session will challenge participants to look beyond traditional measures of tourism success, such as visitor numbers and revenue, and consider how destinations can also create value through cultural protection, stronger communities and a healthier environment.
The programme will also explore the importance of resilience, community empowerment and locally driven tourism. Loh Wei Siong, Partner, Reddi & Co., will address “The Power of Resilience: Raising Beyond Barriers,” while Zafirah Abdul Rahman, Head, OB Research Sdn. Bhd., will explore how research, storytelling and community engagement can help strengthen destination identity and empower local communities.
The panel discussion “Travel That Gives Back: Local Ideas, Lasting Impact” will bring together entrepreneurs and destination representatives to examine how locally rooted ideas can create tourism experiences that generate lasting benefits for communities, culture and the environment. The session will be moderated by Nick Chun, Manager – Membership & Youth Programme, PATA, with panellists Mandy Chen, Co-Founder, Landik Co.; Taichiro Ishida, Director, SURUGA Marketing & Tourism Bureau; and Vera Chin, Founder & CEO, Bee Gastronomy.
Giving young people a platform to lead
Youth participation will be at the heart of the programme. Through “Powered by PATA: Youth Creating Tourism Impact,” PATA Student Chapter leaders will share their experiences of turning ideas and passion projects into initiatives that contribute to the tourism sector.
The session will feature Abdulla Iyaan Ahmed, Chair (Term 25/26), PATA Malaysia Taylor’s Student Chapter, highlighting how young people are already creating purposeful initiatives and contributing to positive change within their communities.
The International Youth Business Events Pitching Competition will provide another opportunity for young participants to take centre stage, challenging them to develop and present innovative ideas for the future of business events and tourism.
The programme will also feature an address by Andrew Jones FIH. CHA, Chairman of the Board of Trustees, PATA Foundation and Guardian, Sanctuary Resorts, who will introduce the Foundation’s renewed direction and highlight its commitment to supporting sustainable and equitable growth in travel and tourism through human capital development, education, cultural heritage and sustainable tourism.
Participants will additionally take part in experiential workshops focused on cooking and beverages and handicrafts, providing opportunities to engage with creative practices and develop practical skills.
The first day will conclude with award presentations recognising participants in the I International Youth Business Events Pitching Competition and the Sarawak International Culinaire Challenge Global Youth Championship 2026, which will be held concurrently.
The programme continues on August 18 with a community-based experiential learning programme at Kampung Darul Islam Belimbing in Padawan.
The community programme will give participants the opportunity to engage directly with local practitioners and experience Sarawak’s living cultural heritage through demonstrations and knowledge exchange covering Keringkam weaving, local and traditional kuih production, Bidayuh traditional dance and music, and Bidayuh ethnic wear. Participants will also take part in Sukan Rakyat, featuring traditional community sports and games. The community-based programme reflects the importance of connecting tourism education with real-world experiences and community perspectives, while providing participants with a deeper understanding of how culture and community can contribute to meaningful tourism experiences.
Together, the PATA Youth Symposium & Education in Hospitality and Tourism Forum 2026 will provide a platform for young people to learn, connect and contribute, reinforcing the importance of giving the next generation an active role in shaping a tourism sector that is creative, sustainable and inclusive.
