The Pacific Asia Travel Association (PATA), together with the Faculty of Hospitality and Tourism Management (FHTM) at UCSI University Sarawak Campus, will host the PATA Youth Symposium & Education in Hospitality and Tourism Forum 2026 on August 17–18 at UCSI Hotel in Kuching, Sarawak, Malaysia. The event will bring together students, young tourism talents and future hospitality professionals to exchange knowledge, build industry connections and explore new opportunities shaping the future of global tourism.
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 forum will focus on the theme “Empowering Youth for a Creative, Sustainable, and Inclusive Tourism & Hospitality Future.” The programme aims to inspire emerging leaders by encouraging innovation, sustainability and collaboration across the tourism and hospitality sectors.
The symposium will take place alongside PATA Travel Mart 2026 (PTM 2026), the association’s leading business-to-business travel trade event. This connection will allow young participants to experience a wider tourism industry platform in Sarawak while engaging with international buyers, sellers, destination representatives and tourism experts.
PTM 2026 will be held at the Borneo Convention Centre Kuching from August 18–20, bringing together key stakeholders from across the Asia Pacific region. The event will create valuable networking opportunities and allow young tourism professionals to connect directly with global industry players.
The official opening ceremony will be led by Datuk Snowdan Lawan, Deputy Minister for Tourism, Creative Industry and Performing Arts Sarawak. The opening session will highlight the growing importance of youth participation in developing Sarawak’s tourism, hospitality and creative economy. It will also emphasise the need for stronger cooperation between governments, educational institutions, businesses and local communities to build a more inclusive and sustainable tourism future.
“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 bring together inspiring keynote sessions, engaging discussions, youth-focused projects, a business idea pitching competition and hands-on workshops. These activities will allow participants to gain valuable knowledge from experienced tourism professionals while encouraging them to develop, present and exchange their own innovative ideas.
A major opening session will focus on “Redefining Success in Tourism,” featuring insights from Lizam Dorji, CEO of MICE Bhutan. The keynote will encourage participants to rethink conventional definitions of tourism growth that often rely only on visitor arrivals and financial performance. Instead, it will highlight how destinations can build greater value through protecting cultural heritage, supporting local communities and creating environmentally responsible tourism models.
The programme will also examine key issues shaping the future of tourism, including resilience, community involvement and locally led development. A session titled “The Power of Resilience: Raising Beyond Barriers” will explore how the tourism sector can overcome challenges and continue progressing through adaptability and innovation. Another discussion will highlight the role of research, storytelling and community participation in strengthening destination identity while giving local communities a stronger voice in tourism development.
The panel session “Travel That Gives Back: Local Ideas, Lasting Impact” will explore how community-based concepts and locally created experiences can generate meaningful benefits for people, cultural traditions and the natural environment. The discussion will focus on how tourism businesses and destinations can create long-term positive change by connecting visitors with authentic local experiences.
Youth involvement will remain a central focus throughout the programme. The session “Powered by PATA: Youth Creating Tourism Impact” will showcase how young tourism leaders are transforming ideas, passion projects and community initiatives into meaningful contributions for the industry.
The session will feature representatives from PATA Student Chapters, highlighting how emerging tourism professionals are developing solutions, encouraging positive change and creating stronger connections between young people and the wider tourism sector.
The International Youth Business Events Pitching Competition will provide another important platform for participants to demonstrate creativity and leadership. Young innovators will compete by presenting new concepts and solutions designed to shape the future of business events and tourism.
The programme will also feature a special address from Andrew Jones FIH. CHA, Chairman of the Board of Trustees of the PATA Foundation and Guardian of Sanctuary Resorts. The session will introduce the Foundation’s renewed vision and underline its commitment to building a more sustainable and inclusive tourism industry through education, skills development, cultural preservation and responsible tourism practices.
Participants will also gain practical experience through interactive workshops covering creative areas such as culinary activities, beverages and traditional handicrafts. These sessions will encourage learning through direct participation while helping attendees develop new skills and appreciate cultural creativity.
The opening day will close with award ceremonies celebrating achievements in the International Youth Business Events Pitching Competition and the Sarawak International Culinaire Challenge Global Youth Championship 2026, which will take place alongside the main programme.
The programme will continue on August 18 with a community-based experiential learning visit to Kampung Darul Islam Belimbing in Padawan.
During the community experience, participants will connect with local communities and explore Sarawak’s rich living heritage through cultural demonstrations and knowledge-sharing activities. The programme will include traditional Keringkam weaving, local heritage craft practices, traditional kuih preparation, Bidayuh music and dance performances, and displays of Bidayuh ethnic clothing.
Participants will also experience Sukan Rakyat, featuring traditional community games that reflect local culture and social connections. The initiative will demonstrate the importance of linking tourism education with real community experiences, allowing young professionals to understand how culture, traditions and local participation can create meaningful travel experiences.
Together, the PATA Youth Symposium and Education in Hospitality and Tourism Forum 2026 will create a powerful platform for learning, collaboration and innovation. The programme will strengthen the role of young people in tourism and highlight the importance of building an industry that is sustainable, inclusive, creative and prepared for future challenges.
