China Joins Maldives, Mongolia, South Korea and US to Shape Tourism Future at PATA Forum 2026

China joins Maldives, Mongolia, South Korea and US to shape tourism future at PATA Forum 2026, bringing international tourism leaders together in Guilin. The three-day gathering will examine artificial intelligence, changing traveller behaviour, digital innovation and destination development, highlighting opportunities for stronger cooperation across the global travel industry.

China Prepares to Welcome International Tourism Leaders to Guilin

China is preparing to host the 20th UN Tourism/PATA Forum on Tourism Trends and Outlook from 19 to 21 October 2026 in Guilin, bringing together representatives from government tourism authorities, international organisations, travel technology companies and academic institutions.

Organised by UN Tourism, the Pacific Asia Travel Association (PATA), the Guilin Municipal People’s Government and The Hong Kong Polytechnic University, the forum will examine how artificial intelligence and digital transformation are influencing the future of international tourism.

The anniversary edition will take place at the Shangri-La Hotel in Guilin under the theme The Next Frontier: Travel Trends in the Age of Artificial Intelligence.

According to the official PATA event programme, the gathering will address tourism market intelligence, emerging travel technologies, consumer preferences and sustainable destination development.

Maldives, Mongolia, South Korea and United States Strengthen International Representation

The published programme identifies tourism representatives and industry specialists associated with China, the Maldives, Mongolia, South Korea and the United States. Hong Kong and Macao are also represented through tourism and academic organisations.

The Maldives will be represented in the speaker programme by Mohamed Awadh Ayaz, Deputy Minister at the Ministry of Tourism and Civil Aviation. His participation provides an opportunity to bring the perspective of an island destination into discussions about international tourism development.

Mongolia Tourism Organization representative Tsetsegmaa Bayanba is also listed among the speakers, reflecting the involvement of tourism organisations working to strengthen destination visibility and international cooperation.

South Korea’s tourism industry will be represented through Sung Eun Lee of the Jeju Tourism Organization, while American-linked organisations include MMGY Global, Mastercard and Virginia Tech.

These representatives illustrate the forum’s international reach, although the published speaker list should not be treated as a complete register of participating national delegations.

Trip.com Group, Fliggy and Mastercard Bring Industry Expertise

The forum will feature representatives from several prominent businesses involved in travel distribution, technology, tourism research and financial services.

Trip.com Group Chief Operating Officer Xing Xiong is listed among the speakers, bringing experience from one of the major digital travel platforms serving international markets.

Fliggy, represented by Frank He, will contribute a perspective connected to China’s digital travel ecosystem. DidaTravel, represented by Shaun Xin, will add expertise in travel distribution and commercial partnerships.

Mastercard’s Jody Barnett and MMGY Global’s Simon Moriarty are also scheduled to participate, connecting discussions about tourism policy with consumer intelligence and market research.

Other named industry organisations include Odynovo and Stargazer Company Limited.

Their involvement is particularly relevant as tourism businesses increasingly use data to understand demand, personalise services and develop more effective distribution strategies.

The organisations are identified through the official speaker programme rather than a confirmed exhibition directory.

Artificial Intelligence Takes Centre Stage in Global Tourism Discussions

Artificial intelligence will be a defining subject throughout the three-day gathering.

The programme will explore how digital platforms and automated recommendation systems are influencing destination discovery, travel planning and purchasing decisions.

For tourism businesses, these developments raise practical questions about how travellers compare destinations, select accommodation and identify experiences.

Traditional travel marketing has relied heavily on search engines, advertising, social media and travel agencies. AI-enabled platforms are introducing additional ways for consumers to research journeys and receive personalised recommendations.

The forum will examine these developments from both commercial and policy perspectives.

Tourism authorities must consider how digital tools can improve visitor services while ensuring that smaller businesses and local communities can participate in the changing marketplace.

China’s Tourism Market and Changing Traveller Behaviour Gain Attention

China’s tourism market will receive particular attention during the forum.

A dedicated discussion on Chinese traveller behaviour will examine how consumer information can support tourism marketing, product development and destination strategies.

The session will consider how travel preferences are evolving and how industry stakeholders can translate market intelligence into practical business decisions.

For international destinations, understanding Chinese consumers remains important when developing tourism partnerships and assessing future demand.

The programme also includes an industry outlook examining China’s tourism vision towards 2030.

This longer-term perspective will allow participants to consider how technology, visitor expectations and destination competitiveness may influence tourism development over the coming years.

UN Tourism and PATA Focus on Data-Driven Tourism Policy

UN Tourism and PATA will place tourism intelligence and policymaking at the centre of the event.

The programme includes a presentation of the latest UN Tourism World Tourism Barometer, providing participants with international tourism data and an assessment of market developments.

A high-level policy roundtable will examine the decisions shaping the sector’s future.

For governments, reliable tourism information supports infrastructure planning, investment priorities, destination management and workforce development.

For businesses, market intelligence helps identify demand patterns and understand changing customer expectations.

The discussions are expected to connect these priorities with wider questions about technology adoption, regulatory frameworks and international cooperation.

Hong Kong and Macao Contribute Tourism Research and Destination Expertise

Hong Kong and Macao will have a visible presence in the forum’s academic and destination-focused discussions.

The Hong Kong Polytechnic University is one of the organising partners, with Professor Kaye Chon and Professor Haiyan Song included in the speaker programme.

Their participation connects academic tourism research with the commercial and policy challenges facing the industry.

Maria Helena de Senna Fernandes, Director of the Macao Government Tourism Office, is also listed among the speakers.

The programme will examine research concerning tourism satisfaction in the Guangdong-Hong Kong-Macao Greater Bay Area.

This provides an opportunity to discuss how destinations can use visitor feedback, digital systems and consumer information to improve tourism services.

Sustainable Tourism and Cultural Heritage Remain Important Priorities

Although artificial intelligence dominates the event’s theme, sustainable tourism and cultural heritage will remain important parts of the programme.

One session will explore Digital Dunhuang, examining how technology can support the protection and interpretation of cultural heritage.

Another will consider how artificial intelligence and digital platforms can benefit community-based tourism.

These discussions are relevant to destinations seeking to improve visitor experiences without placing additional pressure on local communities or cultural resources.

Digital tools can support visitor information, destination monitoring and the presentation of heritage attractions.

However, successful implementation also depends on appropriate investment, local participation and responsible management.

The forum will provide a platform for examining how these considerations can be incorporated into tourism development strategies.

Guilin Strengthens Its Position as an International Tourism Conference Destination

Hosting the anniversary forum gives Guilin an opportunity to showcase its tourism infrastructure, natural landscapes and cultural attractions to an international industry audience.

Located in China’s Guangxi Zhuang Autonomous Region, Guilin is widely recognised for its limestone mountains and the Li River.

The destination has hosted the forum since its establishment in 2007, creating a long-standing connection between the city and regional tourism policy discussions.

The 2026 programme includes a Guilin city tour, allowing delegates to experience aspects of the destination beyond the conference venue.

For Guilin, the gathering also reinforces the relationship between business events, destination promotion and international tourism cooperation.

Tourism Industry Looks Towards Greater International Collaboration

The 20th UN Tourism/PATA Forum arrives as tourism organisations continue to assess how technological change will influence international travel.

The participation of tourism authorities, digital platforms, researchers and industry executives creates opportunities to exchange knowledge across different markets.

The discussions will extend beyond artificial intelligence to include tourism governance, consumer behaviour, destination competitiveness and community participation.

For the wider travel industry, the significance of the Guilin gathering lies in connecting emerging technologies with practical tourism development priorities.

As destinations prepare for future demand, the forum will provide an international setting for considering how innovation, research and cooperation can support a more adaptable tourism sector.

The PATA Forum 2026 in Guilin will bring international tourism leaders together to examine emerging travel trends, artificial intelligence and destination development. With representatives from China and several overseas markets, the gathering will encourage industry dialogue, strengthen knowledge sharing and support more informed tourism strategies for the future.