The Pacific Asia Travel Association (PATA), in partnership with the Faculty of Hospitality and Tourism Management (FHTM) at 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 in Kuching, Sarawak, Malaysia.
Held under the theme “Empowering Youth for a Creative,
Sustainable, and Inclusive Tourism & Hospitality Future,” the two-day
programme will provide a platform for young participants to exchange ideas,
engage with industry leaders and explore their role in shaping the future of
tourism and hospitality.
The event is supported by the Ministry of Tourism, Creative
Industry & Performing Arts Sarawak, Sarawak Tourism Board, FELCRA Berhad,
Malaysia Airlines and Business Events Sarawak.
It will take place alongside PATA Travel Mart 2026, which
runs from August 18-20 at the Borneo Convention Centre Kuching.
The symposium will be officially opened by Datuk Snowdan
Lawan, Deputy Minister for Tourism, Creative Industry and Performing Arts
Sarawak, who will highlight the role of young people in the state’s tourism,
hospitality and creative economy.
“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.
Among the highlights will be “Redefining Success in
Tourism,” a keynote by Lizam Dorji, CEO of MICE Bhutan, examining how
destinations can measure success beyond visitor numbers and revenue by
considering cultural preservation, community benefits and environmental
sustainability.
Other sessions will address resilience, community
empowerment and locally driven tourism.
The panel “Travel That Gives Back: Local Ideas, Lasting
Impact” will bring together tourism entrepreneurs and destination
representatives to discuss ways locally rooted initiatives can generate lasting
benefits for communities, culture and the environment.
Youth participation will feature prominently through
“Powered by PATA: Youth Creating Tourism Impact,” where PATA Student Chapter
leaders will share their experiences developing tourism initiatives.
The International Youth Business Events Pitching Competition
will also challenge participants to present innovative ideas for the future of
tourism and business events.
Participants will additionally take part in workshops on
cooking, beverages and handicrafts, while awards will recognise winners of the
pitching competition and the Sarawak International Culinaire Challenge Global
Youth Championship 2026.
The programme will conclude on August 18 with
community-based experiential learning at Kampung Darul Islam Belimbing in
Padawan, where participants will explore Sarawak’s cultural heritage through
weaving, traditional food production, Bidayuh dance and music, ethnic clothing
and traditional games. -TradeArabia News Service
