PATA Advocates for Purposeful Tourism at GITF 2025

During the Guangzhou International Travel Fair (GITF) 2025, the Pacific Asia Travel Association (PATA) emphasised the importance of adopting a more purpose-based approach to tourism. The organisation advocates for a shift away from traditional success measures, such as visitor numbers, towards a focus on community wellbeing, cultural conservation, visitor enrichment, and environmental sustainability.

PATA Chair Peter Semone underscored the need to rethink tourism’s goals, emphasising that success should also be measured by how well it serves local communities and preserves heritage. 

“Tourism must evolve from a numbers game to a values-driven endeavour. Meaningful Tourism challenges us to rethink success—not just in terms of arrivals or spending, but in how well we serve communities, protect heritage, and enrich lives,” Semone stated. “At PATA, we believe the future of tourism lies in creating shared value, and we are proud to work alongside the Meaningful Tourism Centre to help guide that transition across the Asia Pacific region.”

Discussions at the event explored practical strategies for integrating these principles into tourism planning and policy. This movement aims to rebuild tourism in a way that benefits both destinations and visitors, fostering resilient, sustainable, and culturally respectful travel experiences.

Earlier this year, PATA and the Meaningful Tourism Centre signed an agreement to collaborate on research, training, and tools that support a more inclusive and sustainable tourism industry. GITF 2025 provided a platform to advance these conversations among government officials, industry leaders, and destination managers.