The Pacific Asia Travel Association Partners with Content With Purpose to Unveil ‘Tourism with Purpose’, a Digital Series Highlighting How Tourism Can Drive Sustainable Growth, Inclusivity, and Positive Change Across the Asia Pacific Region

The Pacific Asia Travel Association (PATA) has joined forces with Content With Purpose to unveil an exciting new digital series titled “Tourism with Purpose.” This groundbreaking initiative aims to spotlight the transformative power of tourism in fostering sustainable growth, inclusivity, and positive societal change across the Asia Pacific region. By showcasing real-world examples, “Tourism with Purpose” will explore how responsible tourism practices not only benefit local communities but also contribute to the broader goals of environmental sustainability and cultural preservation. Through this partnership, PATA and Content With Purpose seek to inspire a shift in how tourism is perceived and practiced, encouraging travelers and industry stakeholders to prioritize purpose-driven experiences that leave a lasting, positive impact.

The Pacific Asia Travel Association (PATA) has teamed up with Content With Purpose (CWP) to launch Pacific Asia: Tourism with Purpose, a dynamic digital series that highlights how tourism in the Asia Pacific region can contribute to a more responsible, inclusive, and sustainable future.

Tourism stands as one of the world’s most influential forces for fostering connections, bridging economies and cultures across a vast array of destinations. In the Asia Pacific region, it plays a crucial role in supporting livelihoods, enhancing communities, and driving innovation across multiple industries. However, the true value of tourism goes beyond just the number of visitors and the financial receipts. In line with PATA’s renewed mission and broad vision, Tourism with Purpose will delve into the far-reaching impact of tourism—on people, the environment, well-being, and the diverse sectors it touches, extending beyond the visitor economy.

As travel across the region continues to expand, the need for a sustainable and resilient approach is more pressing than ever. Through responsible destination management, skill-building, and collaboration across sectors, tourism can ensure that growth is inclusive and benefits are widely shared, fostering opportunity and prosperity for all.

In celebration of PATA’s 75th anniversary, Pacific Asia: Tourism with Purpose will feature stories, innovations, and collaborations that are leading the charge for change. The series will showcase sustainable tourism initiatives, climate action efforts, community empowerment, and enhanced regional connectivity through short films, expert insights, and storytelling led by individuals who are at the forefront of this transformation. It will highlight how purpose-driven tourism can uplift communities and protect ecosystems.

True to PATA’s dedication to fostering meaningful change, Tourism with Purpose will amplify a variety of voices from across the Asia Pacific region, offering a unique regional perspective on the global stage and celebrating tourism’s power to connect, protect, and inspire.

PATA CEO Noor Ahmad Hamid said, “Tourism acts as a bridge between cultures, communities, and economies. ThroughTourism with Purpose, we want to highlight how our region is leading the way toward a more responsible and resilient tourism future. This series will showcase the people and partnerships driving that change, demonstrating how purposeful travel can create lasting benefits for our environment, our societies, and generations to come. We also extend our appreciation to Content With Purpose for their help in bringing these previously untold stories to life”

Max Smith, Founder and Managing Director of Content With Purpose, added: “We’re delighted to be partnering with PATA to create a series that celebrates the transformative potential of tourism. The series is an opportunity to celebrate the vision and leadership across the Asia-Pacific, and to show how tourism, when guided by purpose and collaboration, can strengthen communities, protect the planet, and inspire a more connected world.”

The upcoming series will make its debut with an exclusive preview at the prestigious PATA Annual Summit 2026, set to take place from May 11–13 in the culturally rich cities of Gyeongju and Pohang, South Korea. This event promises to offer a unique opportunity for industry leaders and tourism professionals to engage with the series, setting the stage for an exciting journey toward reshaping the future of global tourism. Attendees will have the chance to preview groundbreaking ideas and initiatives aimed at fostering inclusivity and sustainability in the sector.

Following the summit, the full launch of the series will be unveiled at the PATA Travel Mart 2026, scheduled to occur in Sarawak, Malaysia, from August 18–20. This prestigious event, known for connecting global buyers and sellers in the tourism industry, will serve as the ideal platform for the comprehensive rollout of the series. The launch will bring together key stakeholders from around the world to explore innovative solutions and strategies that address the evolving needs and challenges of the tourism sector.

To ensure maximum impact, a robust digital campaign will follow the series’ launch, amplifying its visibility across PATA’s vast global network and beyond. This campaign is designed to reach a broad and diverse audience, including policymakers, businesses, NGOs, academic institutions, travelers, and the general public. Through targeted messaging and engaging content, the campaign will highlight the importance of collaboration and collective action to build a more inclusive, resilient, and purpose-driven tourism industry.

The Pacific Asia Travel Association (PATA) has partnered with Content With Purpose to launch “Tourism with Purpose,” a digital series focused on how tourism can drive sustainable growth, inclusivity, and positive change in the Asia Pacific. This initiative highlights the potential of responsible tourism to benefit local communities, promote environmental sustainability, and foster cultural preservation.

Ultimately, the goal of the series and its accompanying campaign is to inspire and mobilize key stakeholders to work together toward a tourism sector that not only meets the demands of the present but also secures a sustainable and equitable future for all. By fostering dialogue, sharing knowledge, and supporting innovative initiatives, this initiative aims to create lasting positive change and ensure the tourism industry plays a pivotal role in driving global progress and development.

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