PATA showcased its commitment to sustainable and inclusive tourism at the World Tourism Day and World Tourism Conference 2025, held in Melaka, Malaysia, from September 27 to 29.
The event was officiated by Fadillah bin Haji Yusof, deputy prime minister of Malaysia; Ab Rauf Yusoh, chief minister of Melaka; Tiong King Sing, minister of culture, arts and tourism Malaysia; and Zurab Pololikashvili, secretary general, UN Tourism. The conference, held under the theme Tourism and Sustainable Transformation, focused on tourism’s potential to drive economic, social and environmental progress.
During the session People-Centred Tourism: Unlocking Opportunities through Education, Innovation and Investments, moderated by Antonio López de Ávila of UN Tourism, PATA CEO Noor Ahmad Hamid joined panellists Amran Hamzah, Phillip Seiji Vincent, David Bardolet and Aradhana Khowala to discuss how investment in human capital, particularly youth and women, can strengthen resilience, equity and future readiness in tourism. The panel also examined how targeted investment can foster entrepreneurship, accelerate digitalisation and support sustainable development across destinations.
PATA continues to place sustainability and social responsibility at the centre of its work, supporting long-term transformation in destinations, businesses and communities across the Asia-Pacific through initiatives aligned with the UN Sustainable Development Goals. Its programmes cover food and plastic waste reduction, climate resilience, digital transformation and social inclusion, while also developing the skills of tourism stakeholders at all levels.
The association recently launched a 2025 World Tourism Day campaign highlighting projects from members, partners and stakeholders that advance sustainable transformation through education, governance, innovation and climate action.
Noor said: “As a proud UNESCO Heritage City, Melaka not only showcases its rich cultural legacy but also demonstrates how well-planned tourism infrastructure can deliver real benefits to local communities through thriving community-based tourism initiatives and successful home-stay programmes.
“As always, PATA is honoured to contribute to critical discussions that are shaping the pathway toward a more sustainable and inclusive future for our industry and the communities it serves.”
