Pacific Asia: Tourism with Purpose’ by PATA and CWP Set to Revolutionize Tourism in Asia, Australia, and Oceania

Published on November 28, 2025

By: Paramita Sarkar

The Pacific Asia Travel Association (PATA) has announced a groundbreaking partnership with Content With Purpose (CWP) to produce Pacific Asia: Tourism with Purpose, a new digital series set to celebrate the transformative power of tourism in creating a more sustainable, inclusive, and responsible future. This collaboration marks a pivotal moment in the evolution of tourism in the Asia-Pacific region, highlighting how the industry can drive positive change across cultures, communities, and ecosystems.

What is ‘Pacific Asia: Tourism with Purpose’?

Pacific Asia: Tourism with Purpose is an inspiring digital series that explores how tourism in the Asia-Pacific region can contribute to a responsible, resilient, and sustainable future. The series will focus on a wide array of tourism’s broader impacts, going beyond economic value to address well-being, environmental conservation, and community empowerment. Through short films, expert interviews, and character-led storytelling, the series will showcase innovative initiatives, partnerships, and strategies from across the region.

PATA’s new initiative comes as the global tourism industry faces mounting challenges, including the need for climate action, increased social inclusion, and destination stewardship. As travel continues to grow in the region, the partnership between PATA and CWP will highlight how tourism can ensure that its benefits are shared widely, contributing to long-term prosperity for all stakeholders.

Where Will the Series Be Showcased?

The series will have its official preview screening during the PATA Annual Summit 2026, scheduled from May 11–13, 2026, in Gyeongju and Pohang, Korea (ROK). Following the preview, the full series will be launched at the PATA Travel Mart 2026, to be held in Sarawak, Malaysia, from August 18–20, 2026. The digital campaign will then be extended globally, leveraging PATA’s extensive network of tourism professionals, policymakers, businesses, and NGOs to spread the message of purpose-driven travel and tourism innovation.

This global campaign aims to connect stakeholders across the Asia-Pacific region and beyond, from public and private sector organizations to local communities, and to encourage collective action for sustainable tourism practices.

Why Is This Important?

Tourism has long been recognized as a force for good, bringing people together, fostering cross-cultural understanding, and driving economic development. However, as the sector grows, its environmental and social impacts must be addressed. The series Pacific Asia: Tourism with Purpose aims to underscore the importance of responsible tourism by showcasing the region’s leading initiatives in sustainable travel, climate action, and community development.

By focusing on the Asia-Pacific region, the series aligns with PATA’s mission to support regional collaboration, inspire positive change, and amplify the region’s voices in global tourism discourse. The partnership with CWP is a significant step towards achieving PATA’s goal of transforming tourism into a force for good—one that prioritizes social equity, environmental sustainability, and community well-being.

When Will the Series Be Launched?

The preview screening of Pacific Asia: Tourism with Purpose will take place in May 2026, coinciding with the PATA Annual Summit. The official series launch will follow in August 2026 at the PATA Travel Mart, providing ample opportunities for the tourism industry to engage with the content, gain insights, and implement purpose-driven strategies within their organizations.

This launch is timed to coincide with PATA’s 75th anniversary, making it a fitting celebration of the organization’s long-standing efforts to foster sustainable and responsible tourism throughout Asia and the Pacific.

How Will the Series Contribute to the Tourism Industry?

The Tourism with Purpose series will shed light on the dynamic intersection between tourism, sustainability, and social impact across the Asia-Pacific region. By sharing real stories of success, innovation, and collaboration, the series will inspire tourism stakeholders—both public and private—to adopt more responsible practices and contribute to the development of a more inclusive and resilient tourism industry.

The partnership between PATA and CWP will also emphasize the importance of cross-sector collaboration, skills development, and the role of regional connectivity in building a tourism model that works for all. The series will feature diverse voices from the Asia-Pacific region, providing a uniquely regional perspective on the role of tourism in addressing global challenges.

Conclusion

Pacific Asia: Tourism with Purpose is a highly anticipated initiative that brings together two leading organizations—PATA and CWP—to create a digital series that showcases the future of sustainable tourism. Set to launch in 2026, the series will highlight how tourism can drive a more responsible, inclusive, and sustainable future for the Asia-Pacific region. By featuring pioneering initiatives and powerful stories from across the region, the series aims to inspire the global tourism community to embrace purposeful travel that strengthens communities, protects ecosystems, and fosters regional connectivity.

This collaboration marks a significant milestone for PATA and CWP, reflecting the growing demand for tourism that prioritizes people, the environment, and long-term sustainability. The series will undoubtedly inspire tourism professionals, policymakers, and travelers to take meaningful action toward a more resilient tourism future.