Malaysian State Sarawak Joins After Thailand, Indonesia, Nepal, India, Philippines, Singapore, China to Host PATA Travel Mart in 2026

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Sarawak, Malaysia has taken centre stage in the global tourism spotlight as it prepares to host PATA Travel Mart 2026 for the very first time. This marks a proud milestone for Sarawak, Malaysia, joining the ranks of destinations such as Thailand, Indonesia, Nepal, India, the Philippines, Singapore, and China that have previously welcomed this prestigious event. By securing the hosting rights for PATA Travel Mart 2026, Sarawak, Malaysia not only strengthens its position on the world tourism stage but also highlights its growing influence as a hub for sustainable and innovative travel.

For decades, PATA Travel Mart has been the platform where tourism leaders, industry innovators, and international stakeholders come together to exchange ideas, forge partnerships, and discover new opportunities. In 2026, all eyes will turn to Sarawak, Malaysia as it showcases its rich cultural heritage, breathtaking biodiversity, and modern business-ready infrastructure. Hosting PATA Travel Mart 2026 gives Sarawak, Malaysia the opportunity to present itself as more than just a leisure destination. It allows the state to highlight its commitment to sustainable tourism, regenerative practices, and global collaboration.

The decision to bring PATA’s flagship travel trade event to Sarawak, Malaysia underscores the confidence placed in its potential to inspire the global travel community. With its unique blend of culture, nature, and innovation, Sarawak is ready to welcome the world. PATA Travel Mart 2026 will not only align with Visit Malaysia 2026 but also reinforce Sarawak’s message to the industry and travellers alike: there is always more to discover.

PATA Travel Mart 2026 comes to Sarawak for the first time

The Pacific Asia Travel Association (PATA) has announced that PATA Travel Mart 2026 will be hosted in Sarawak, Malaysia, for the very first time. The event will be held at the Borneo Convention Centre Kuching (BCCK) from August 18 to 20, 2026. This momentous decision is generously endorsed by the Ministry of Tourism, Creative Industry and Performing Arts of Sarawak, and hosted by the Sarawak Tourism Board with support from Business Events Sarawak. For Sarawak, this is a milestone moment that places the destination firmly on the global tourism map, showcasing its cultural depth and business-ready infrastructure.

A special milestone for Sarawak and PATA

PATA CEO Noor Ahmad Hamid confirmed that PTM 2026 will not only align with Visit Malaysia 2026 but will also celebrate PATA’s 75th Anniversary. For the Sarawak Tourism Board, it coincides with its 45th year of membership with the Association. This shared anniversary creates a rare opportunity to celebrate decades of collaboration, vision, and growth. The event will also highlight Sarawak’s achievements in destination resilience, sustainable tourism, and cultural promotion. For the global travel trade, it is a chance to engage with a region that promises diversity, innovation, and untapped potential.

Strong partnerships power the event’s success

The hosting of PATA Travel Mart 2026 is a direct result of long-standing partnerships. The Ministry of Tourism, the Sarawak Tourism Board, and Business Events Sarawak have consistently invested in the state’s tourism future. Their joint commitment has made Sarawak an ideal choice for hosting such a prestigious event. Noor Ahmad Hamid praised Sarawak’s leadership in promoting sustainable tourism practices and its dedication to capacity building. With such strong institutional support, PTM 2026 will be more than an exhibition; it will be a global stage for collaboration, policy dialogue, and industry transformation.

Sarawak promises more to discover

Sarawak Tourism Board CEO Sharzede Datu Haji Salleh Askor stated that hosting PTM 2026 is a milestone achievement. She emphasised that the event will be a platform to showcase Sarawak’s unique biodiversity, vibrant cultural heritage, and strong business infrastructure. Sarawak’s campaign theme, “More to Discover,” will be at the heart of the event, highlighting experiences that go beyond leisure. From lush rainforests and indigenous traditions to modern facilities and global connectivity, Sarawak is ready to impress visitors and partners. This opportunity is not just about showcasing beauty but also about strengthening partnerships across borders.

Sustainable and regenerative tourism at the core

Sarawak’s vision for PTM 2026 is closely tied to sustainability. The state has already implemented the Tourism Destination Resilience (TDR) capacity-building programme with PATA in 2024. This demonstrates its commitment to long-term regenerative tourism. By focusing on biodiversity conservation, green hospitality, and urban sustainability, Sarawak has become a model for destinations aiming to balance growth with responsibility. At PTM 2026, these initiatives will take centre stage, inspiring other destinations in Asia Pacific and beyond. It is a reminder that the future of tourism depends on resilience, inclusivity, and environmental stewardship.

Global leaders set to gather in Kuching

PATA Travel Mart 2026 will bring together tourism leaders, policymakers, and industry professionals from across the world. Kuching, with its modern convention facilities and strategic location, provides the perfect backdrop. Delegates can expect high-level dialogues, business-to-business sessions, and networking opportunities with a focus on innovation and sustainable growth. The event will also include showcases of Sarawak’s culture, from culinary delights to traditional performances. For participants, it offers the chance to combine business with discovery, making Sarawak both a host and an inspiration for future tourism development.

Sarawak’s growing role in Asia Pacific tourism

Hosting PTM 2026 reflects Sarawak’s growing role on the Asia Pacific tourism stage. As a destination, Sarawak has successfully balanced heritage and modernity, offering unique attractions to both leisure and business travellers. By attracting global attention through this event, Sarawak strengthens its positioning as a gateway to Borneo and a hub for innovation in sustainable tourism. This step enhances Malaysia’s broader tourism ambitions for 2026, ensuring the country remains competitive in the region. Sarawak’s leadership also signals the growing decentralisation of major tourism events beyond capital cities.

Celebrating anniversaries with global collaboration

The year 2026 carries a symbolic weight for PATA and Sarawak. PATA marks its 75th anniversary, celebrating decades of uniting the tourism community across Asia Pacific. At the same time, Sarawak Tourism Board celebrates 45 years of active membership in the association. These shared milestones make PTM 2026 not only a business event but a celebration of legacy, trust, and forward-looking collaboration. It will be a moment to reflect on past achievements and to envision the future of global tourism shaped by shared values of resilience and inclusivity.

Preparing for the road ahead in tourism

The hosting of PTM 2026 also prepares Sarawak for long-term growth in global tourism. By investing in infrastructure, partnerships, and sustainable practices, Sarawak is positioning itself for the decades ahead. With improved connectivity, strong government backing, and international recognition, the state is well placed to attract more travellers, investors, and collaborators. PTM 2026 is more than a single event—it is a catalyst that will generate momentum for Sarawak’s tourism economy. For the global community, it is a chance to engage with a destination that embodies innovation and authenticity.

Conclusion: Sarawak ready to welcome the world

PATA Travel Mart 2026 will be remembered as a defining event for Sarawak, Malaysia, and the global tourism industry. By aligning with Visit Malaysia 2026, celebrating PATA’s 75th anniversary, and showcasing Sarawak’s cultural and environmental strengths, the event promises impact and inspiration. The choice of Sarawak reflects confidence in its capacity to lead on sustainability and innovation. Delegates can expect not only a world-class travel mart but also a journey into a land with truly “More to Discover.” Sarawak is ready to welcome the world, and PTM 2026 is the gateway.