Pacific Asia Travel Association held a press conference in Bangkok, forecasting the future of tourism in Asia-Pacific and highlighting strategic planning for sustainable growth.
The Pacific Asia Travel Association (PATA) held a significant press conference at the Foreign Correspondents Club Thailand (FCCT) to discuss the future of tourism in Asia-Pacific, with a specific focus on Thailand before today’s opening of PATA Travel Mart 2024 at the Queen Sirikit Conference & Exhibition Center, in Bangkok. Noor Ahmad Hamid, CEO of PATA, presented an in-depth analysis and forecast for the region’s tourism industry, highlighting both opportunities and challenges in the post-pandemic landscape.
Tourism’s Crucial Role and PATA’s Commitment
In his opening remarks, Noor expressed gratitude to the media for their continued support, emphasizing the critical role of tourism in the economic recovery of the region. He underscored the importance of the PATA Travel Mart 2024 and referred to the current period as “tourism week,” a pivotal time for the industry to unite and strategize for the future.
Despite PATA’s American registration under U.S. federal law, Noor highlighted the association’s long-standing presence in Thailand, marking 25 years of active involvement. He stressed the importance of the current opportunity to act as a central agency in driving tourism forward, both in Thailand and across the Asia-Pacific region.
Forecasting the Future of Tourism in Asia-Pacific
Noor’s presentation delved into the comprehensive forecasts developed by PATA, in collaboration with the forecasting team at Hong Kong Polytechnic University. The analysis considered three recovery scenarios—mild, medium, and severe—each reflecting varying degrees of recovery based on different external factors.
Under the mild scenario, Noor projected a strong recovery, with international tourist arrivals surpassing pre-pandemic levels. The medium scenario predicted steady growth, with recovery exceeding pre-crisis benchmarks, while the severe scenario suggested a slower path, with recovery potentially remaining below 2019 levels until 2026.
He emphasized the importance of strategic planning to navigate these uncertainties, noting that the mid-year forecast released in July reaffirmed the robust growth trajectory for 2024. However, Noor cautioned against complacency, particularly under the severe scenario, which could see arrivals in 2024 remaining 31% below 2019 levels.
For Thailand, the forecast for 2026 showed significant variations depending on the scenario: 50.65 million arrivals under the mild scenario, 42.54 million under the medium, and 33 million under the severe, with corresponding recovery rates of 126%, 106%, and 83%, respectively.
Thailand’s Tourism Strategy and Future Outlook
Noor highlighted Thailand’s proactive measures to boost tourism confidence, such as implementing green health certificates, enhancing entry convenience with automated passport checks, and maintaining visa-free policies for 93 countries. He also praised Thailand’s focus on developing 55 secondary cities to distribute tourism benefits more evenly across the nation and reduce the pressure on traditional hotspots.
The initiative “Six Countries, One Destination,” which fosters regional collaboration in tourism, was also noted as a key strategy. By 2027, Thailand aims to generate 8 billion baht in revenue through soft power initiatives, leveraging its rich cultural heritage.
Addressing Challenges and Building a Sustainable Future
Noor acknowledged the challenges facing the industry, including climate change, economic uncertainties, geopolitical tensions, and human resource shortages. In response, PATA is implementing its Strategy 2030, which focuses on strategic advocacy, consultancy, and capacity building. The five pillars of this strategy—advisory services, research and publications, a knowledge hub, thematic events, and business exchange—are designed to build a resilient, inclusive, and sustainable tourism industry.
PATA’s vision for the future is built on three key principles: resilience, responsibility, and reimagining tourism. These principles will guide the industry towards a more sustainable and culturally respectful tourism economy.
Addressing Sustainability and Tourism Pressures
Following the presentation, Noor and Peter Semone, Chairman of PATA, addressed a question from TravelDailyNews Asia-Pacific regarding the sustainability of 50 million arrivals to Thailand under the mild scenario. They were asked how PATA could assist the Thai government in managing the pressures of tourist flows while aligning with the goal of attracting high-end travelers.
Noor emphasized the ongoing efforts of the Thai tourism authority and industry players to diversify tourism beyond popular destinations like Phuket. He acknowledged the challenges but noted the progress being made. Noor also stressed the importance of educating both the industry and travelers about responsible tourism practices to reduce the impact on overburdened destinations.
Peter Semone added that sustainable tourism must be driven by demand, with consumers increasingly seeking sustainable travel options. He highlighted the need to redefine how tourism success is measured, moving beyond traditional metrics like arrivals and spending to include environmental and social impacts. Peter also suggested the introduction of a tourism pledge, where visitors commit to respecting local cultures and the environment, as a way to promote responsible tourism.
The press conference concluded with a reaffirmation of PATA’s commitment to supporting destinations in building a more sustainable and resilient tourism industry, with a particular focus on community-led initiatives and the long-term preservation of cultural and environmental assets.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
