The Pacific Asia Travel Association (PATA) has announced a new strategic partnership with the European Travel Commission (ETC), a non-profit organization that promotes sustainable tourism across Europe.
The agreement was formalized during a panel discussion at the Pacific Asia Travel Association Annual Summit 2025 (PAS 2025). The discussion, titled “Building Bridges: Tourism at the Crossroads of East and West,” featured PATA CEO Noor Ahmad Hamid and ETC CEO Eduardo Santander.
“This memorandum of understanding is a major milestone for PATA,” said Mr. Hamid. “It shows our strong commitment to working together globally to build a tourism industry that is more sustainable, inclusive, and resilient.” He added that, in today’s connected world, cooperation between Asia Pacific and Europe is more important than ever. “We are excited to partner with the ETC, which shares our values and long-term goals.”
As part of the agreement, PATA and ETC will launch several joint programs. These programs will focus on tackling global challenges in tourism, promoting sustainable and responsible travel, and improving connectivity between regions. They also aim to support small and medium-sized enterprises (SMEs) and encourage more balanced travel patterns that benefit both tourists and local communities.
The two organizations also plan to align their existing projects. By doing this, they hope to improve cost-effectiveness and boost the impact of their marketing, research, and business-to-business efforts.
“Tourism brings people together, builds cultural understanding, and connects different parts of the world,” said Mr. Santander. “This is especially important in uncertain times. That’s why organizations like ETC and PATA must work closely to strengthen ties between our regions. We are eager to deepen our cooperation with PATA so we can share ideas, improve travel links, and create a stronger, more sustainable future for global tourism.”
In addition to program development, PATA and ETC will work together on knowledge-sharing activities. They plan to co-host events, promote expert exchanges, and advocate for sustainable tourism practices through joint campaigns.
This partnership highlights both organizations’ shared goal: to help shape a more connected and sustainable tourism industry worldwide.
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