In a significant step for Sarawak’s tourism sector, the state of Malaysia will host the prestigious Pacific Asia Travel Association (PATA) Travel Mart 2026. This marks the first time Sarawak will play host to this influential event, which will take place from August 18–20, 2026, at the Borneo Convention Centre Kuching (BCCK). The announcement highlights Sarawak’s rapid growth as a global travel destination and its commitment to sustainable and regenerative tourism practices.
The event, endorsed by Malaysia’s Ministry of Tourism, Creative Industry and Performing Arts, is not only a milestone for Sarawak but also coincides with PATA’s 75th anniversary and the Visit Malaysia 2026 campaign. The Sarawak Tourism Board (STB) and Business Events Sarawak are key partners in delivering the event, underlining the state’s strengthening infrastructure and its growing prominence in the Asia-Pacific region.
Sharzede Datu Haji Salleh Askor, CEO of STB, expressed that hosting PATA Travel Mart 2026 will showcase Sarawak’s rich cultural heritage, diverse biodiversity, and business-ready tourism infrastructure. The event is also aligned with Sarawak’s ongoing efforts to position itself as a leader in sustainable tourism, promoting lasting partnerships that benefit both local communities and tourism stakeholders.
Sarawak’s selection to host this prestigious event highlights its increasing influence on the global tourism map. The state’s growing commitment to sustainability, responsible travel, and inclusive tourism is resonating with international stakeholders, making it an ideal location for industry leaders to gather and discuss the future of tourism in the Asia-Pacific region.
For industry professionals and stakeholders, Sarawak’s choice as the 2026 PATA Travel Mart host presents a compelling example of how regional destinations are positioning themselves at the forefront of sustainable tourism development. The event promises not only to enhance Sarawak’s profile but also to further the industry’s collective commitment to sustainable growth in the face of evolving global travel trends.
