PATA Travel Mart 2026 has opened in Kuching, bringing more than 1,100 tourism delegates from 48 countries and destinations to Sarawak for three days of trade appointments, networking and industry discussion.
Held at the Borneo Convention Centre Kuching from 18 to 20 August 2026, the event marks the first time the Pacific Asia Travel Association’s flagship travel mart has been staged in Sarawak.
More than 4,000 business appointments scheduled
This year’s event has attracted 221 buyers representing 215 companies from 29 source markets, alongside more than 365 sellers from over 200 organisations and destinations.
Across the two main Travel Mart days, buyers and sellers are taking part in more than 4,000 scheduled business appointments.
PATA CEO Noor Ahmad Hamid said taking the event beyond traditional tourism gateways was intended to create more opportunities for emerging destinations.
“By taking PTM beyond the region’s traditional gateways, we are deliberately opening international markets to smaller and emerging destinations, helping disperse tourism, broaden economic opportunities and show that the next generation of tourism growth can come from beyond the established hubs,” Hamid said.
Sarawak uses event to build trade visibility
Hosted by the Sarawak Tourism Board and supported by Business Events Sarawak, the mart is providing the destination with direct access to international buyers and tourism businesses.
Sarawak Tourism Board CEO Dr Sharzede Datu Haji Salleh Askor said the event gave delegates an opportunity to understand the destination beyond the exhibition floor.
“Through our culture, communities, gastronomy, nature and adventure experiences, we want delegates to gain a deeper understanding of what Sarawak offers and take that knowledge back to their respective markets,” she said.
The event also includes destination experiences designed to showcase Sarawak’s cultural heritage, biodiversity, food and adventure tourism assets.
Knowledge sharing extends beyond the trade floor
PATA Travel Mart 2026 is running alongside a broader program of professional development and industry engagement.
The PATA Youth Symposium began on 17 August, while the PATA Knowledge Forum on 18 August is being held under the theme “The Next Era: Impactful Partnerships, Purposeful Growth”.
Sessions are examining technology, innovation, community engagement, culture and new tourism business models, while PATA’s Executive Board and Board meetings are also taking place in Kuching.
For the Asia Pacific travel trade, the event provides a platform to develop new commercial partnerships while giving Sarawak greater exposure to international source markets and product planners.
