Noor Ahmad Hamid, PATA CEO, discusses tourism trends, sustainability, and digital transformation, emphasizing PATA’s role in the Asia Pacific.
In an industry as dynamic as tourism, few voices resonate with as much authority as Noor Ahmad Hamid, the CEO of PATA – Pacific Asia Travel Association. The only guest to be invited back to Trends season 3 and continue the conversation on the evolving trends in tourism across the Asia Pacific, Noor brings a wealth of insights and a vision that is both pragmatic and forward-looking.
Asked about the value of PATA Membership, Noor emphasized the manifold benefits of joining PATA, a network that spans over 90 destinations worldwide and encompasses every segment of the tourism industry, both public and private. “Membership in PATA,” he explained, “is an opportunity to elevate your organization’s visibility as an industry leader, stay informed on the latest trends, and access critical data and reports that guide informed decision-making.” PATA’s commitment to sustainable development and its coordinated advocacy for members’ interests makes it a pivotal player in the global tourism landscape.
PATA Travel Mart 2024: Quality Over Quantity. This year marks a significant shift for the PATA Travel Mart, an event that has been a cornerstone of the industry for nearly half a century. For the first time, PATA itself will host the event, offering greater flexibility and control. Scheduled to take place in Bangkok at the Queen Sirikit National Convention Center from August 27-29, the event promises to focus on “quality rather than quantity,” with exhibitors from 43 countries and 200 carefully selected buyers. The agenda includes the PATA Youth Symposium at Dusit Thani College and the PATA Knowledge Forum, culminating in the prestigious PATA Gold Award Luncheon, sponsored by the Macao Government Tourism Office.
A Global Organization with Asian Roots: Founded in the United States but headquartered in Thailand for the past 25 years, PATA is uniquely positioned at the hub of the Asia-Pacific tourism industry. This strategic location allows PATA members to tap into the growing outbound markets of the region. “Asia Pacific is no longer just a destination,” Noor pointed out, “it’s becoming a significant source market, with over 55% of outbound travel reaching beyond Asia.” This shift underscores the importance of understanding both inbound and outbound market dynamics, particularly as airlines report record profits and positive growth forecasts for 2024.
When asked about emerging trends and the future of tourism, Noor highlighted the industry’s growing emphasis on sustainability and the digital transformation of travel. He looked forward to digital passports, where travellers will be able to move across borders with nothing more than their smartphone and facial recognition. “Digitalization,” he noted, “is reshaping the landscape of tourism, and we must be prepared for these changes.”
PATA’s data-driven approach continues to provide valuable insights into these trends. Their mid-year 2024 report projects a return to pre-pandemic tourism levels by 2025, with an estimated 696 million international arrivals. However, Noor cautioned against focusing solely on numbers. “We must consider destination capacity to avoid overtourism,” he said, reaffirming PATA’s long-standing advocacy for responsible tourism—a concept the organization has championed since 1982, well before sustainability became a buzzword.
The Road Ahead for PATA? PATA’s membership, like much of the tourism industry, took a hit during the COVID-19 pandemic. However, Noor is optimistic about the future. Many former members are rejoining, and new sectors are coming on board, signaling a robust recovery by 2025. PATA is also expanding its training in the Meetings, Incentives, Conventions, and Exhibitions (MICE) sector, an area where Noor’s expertise is particularly valuable. “Travel encompasses all sectors,” he said, “and PATA is well-positioned to support the growth of MICE through education and training.”
Looking ahead, Noor’s mission is clear: to see the association grow and thrive over the next five years. He is confident that PATA’s strong history and foundation, coupled with increasing member engagement, will drive the industry’s resurgence. The recent AGM set a 2030 strategy focusing on five key pillars, reflecting the association’s commitment to sustainable and responsible tourism.
On talking about expanding market potential, Noor noted that while traditional powerhouse markets like India and China remain crucial, we need to take a broader perspective. “The U.S. and Europe markets offers tremendous opportunities,” he noted, “and we should not overlook the potential of Europe and North America.” He dismissed concerns of destination fatigue in the Asia Pacific, pointing to the region’s continued growth and demand.
Challenges and Solutions: Despite the optimism, Noor acknowledged the challenges ahead, including geopolitical instability, a shortage of trained professionals and the need for destination capacity building. The industry lost significant human resources during the pandemic, and attracting and retaining talent is now a priority. Additionally, “We need to disperse tourism and avoid overloading popular destinations,” Noor advised. “Seasonality and the promotion of new destinations are key to a sustainable future. The private sector, in partnership with governments, must lead the way in driving sustainability and responsible tourism.”
As for the occasional outcry against tourism in parts of Europe, Hamid offered a balanced perspective. “While we must manage tourism volumes, particularly in hot spots, the reality is that our region is still in recovery mode. We need to approach growth responsibly, but not at the expense of the industry’s revival.”
Asked about his role in PATA’s and how he sees the association, Noor concluded that bringing members together to collaborate on managing tourism in the Asia Pacific region sustainably and responsibly is his mantra. As the industry moves forward, PATA’s role as a facilitator of best practices, a hub for knowledge exchange and an advocate for responsible tourism will be more critical than ever.
You can view the full conversation with Trends host David Barrett, on YouTube at Trends TV channel.
Read the full schedule of Trends interviews.
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David Barrett is a MICE Consultant, Marketing Strategist and digital video advocate. Founder of DBC Group, Member of Institute of Place Management (MIMP) his motto is “Everybody has a story to tell. Let me tell yours.”
David is a long-term resident of Bangkok having lived and worked in the Thai capital for more than 32 years. He is recognised in the Thai tourism and hospitality industry for his passion for promoting Thailand, his love of Thai food, and his creative approach to marketing.
64 years young, David is a Brit in Bangkok. Born in St Helier, UK, he returned to the UK and set up home in Cornwall during the COVID pandemic. With business back as usual, David has returned to Thailand. He’s a man on a mission to interview leaders and trend-setters in business, sustainability, the arts and entertainment. You can watch his weekly conversations on Trends YouTube channel.
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