PATA Reinforces Commitment to Sustainable and Inclusive Tourism

Bangkok, Thailand, October 5, 2025 / TRAVELINDEX / The Pacific Asia Travel Association (PATA) reinforced its leadership in the global tourism industry as its Chief Executive Officer, Noor Ahmad Hamid, addressed delegates at the World Tourism Day and World Tourism Conference 2025, held in Melaka, Malaysia, on September 27 – 29.

World Tourism Day 2025 was officiated by The Right Honourable Dato’ Sri Haji Fadillah bin Haji Yusof, the Deputy Prime Minister of Malaysia; Datuk Seri Ab Rauf Yusoh, the Chief Minister of Melaka; YB Dato Sri Tiong King Sing, the Minister of Culture, Arts & Tourism Malaysia; and Zurab Pololikashvili, Secretary General, UN Tourism. Held under the theme “Tourism and Sustainable Transformation,” the conference underscored tourism’s role as a catalyst for positive economic, social, and environmental change.

During the session “People-Centered Tourism: Unlocking Opportunities through Education, Innovation and Investments,” moderated by Antonio López de Ávila, Director, Innovation, Education and Investment Department, UN Tourism, Hamid joined fellow panellists — Prof. Amran Hamzah, Professor in Tourism Planning, Universiti Teknologi Malaysia; Phillip Seiji Vincent, Managing Partner APAC, Plug and Play; David Bardolet, Academic Director for Executive Education, EHL; and Dr. Aradhana Khowala, CEO & Founder – Aptamind Partners. — in examining how investment in human capital, particularly youth and women, can strengthen resilience, equity, and future-readiness within the tourism sector. The panel further discussed how targeted investments can be scaled to foster entrepreneurship, accelerate digitalisation, and promote long-term sustainability across destinations.

“PATA extends its warm congratulations to the Melaka State Government for being an outstanding host of the World Tourism Day 2025 celebrations,” Hamid stated. “As a proud UNESCO Heritage City, Melaka not only showcases its rich cultural legacy but also demonstrates how well-planned tourism infrastructure can deliver real benefits to local communities through thriving community-based tourism initiatives and successful homestay programmes.”

He added, “As always, PATA is honoured to contribute to critical discussions that are shaping the pathway toward a more sustainable and inclusive future for our industry and the communities it serves.”

PATA has long placed sustainability and social responsibility at the heart of its work, supporting the long-lasting transformation of destinations, businesses, and communities across the Asia Pacific through initiatives that align with the UN Sustainable Development Goals. The Association’s wide-ranging projects have led the effort on food and plastic waste reduction, climate resilience, digital transformation, and social inclusion, while being deeply rooted in the development of human capacity of tourism stakeholders of all levels.

By combining global expertise with local action, PATA continues to drive sustainable, inclusive and future-ready tourism development across the region.

Additionally, in recognition of World Tourism Day, PATA launched a dedicated 2025 World Tourism Day campaign, highlighting initiatives from members, partners, and stakeholders who are advancing sustainable transformation in the tourism sector through education, governance, innovation, and climate action.