PATA: Asia-Pacific destinations need more than tourism promotions to capture growing travel market

LAPU-LAPU CITY — Getting a bigger slice of the growing international tourism market will require destinations in the Asia-Pacific region to do more than promote their attractions.

The Pacific Asia Travel Association (PATA) said destinations must also improve connectivity, embrace digital technology and strengthen cooperation with neighboring tourism markets if they want to turn the expected growth in international travel into actual economic opportunities.

PATA Chief Executive Officer Noor Ahmad Hamid said international arrivals across the Asia-Pacific Economic Cooperation (APEC) region could reach 761.2 million by 2038, creating a major opportunity for tourism destinations.

But with more travelers expected to enter the region, Hamid said the more important question is which destinations will be ready to attract them.

“The question is not whether the market will grow. The right question is who will capture the growth,” Hamid said during the 19th General Assembly of the East Asia Inter-Regional Tourism Federation (EATOF) in Cebu on Sept. 3.

For Hamid, one of the biggest hurdles is connectivity.

He pointed to the difficulty of traveling between destinations within the region, citing a trip from Cebu to Kuching in Sarawak that could take close to 20 hours.

“That means we have issues with connectivity within our region,” he said.

He said destinations should therefore look beyond individual tourism campaigns and address practical concerns such as air routes, airport procedures, visa processes and transportation within destinations.

From competition to cooperation

Hamid encouraged EATOF members to explore tourism partnerships instead of simply competing for the same pool of visitors.

He introduced the idea of “coopetition,” where destinations retain their own identity and compete for travelers while collaborating in areas that can benefit the region as a whole.

One example is multi-destination tourism, where travelers can be encouraged to visit several destinations during one trip rather than choosing only one place.

For Cebu and other EATOF members, such an approach could open opportunities to develop interconnected tourism products and make travel across East Asia more convenient.

Hamid also pointed to technology as another factor that is changing how destinations compete.

Tourism leaders during the assembly discussed the growing importance of data, artificial intelligence, digital marketing, stronger tourism supply chains and the ability to respond quickly to changes in traveler behavior.

Climate resilience was likewise identified as an important part of future tourism planning.

PATA Director for Sustainability and Social Responsibility Pavnesh Kumar discussed how local tourism communities can better prepare for climate-related disruptions.

Meanwhile, Mongin Co. Ltd. CEO Jun Won Chang highlighted the potential of AI-generated video and other emerging technologies in promoting destinations.

Young travelers, digital tools

The role of younger generations and the digital economy was also among the issues discussed during the assembly.

Morshidi Fredrick, permanent secretary of the Sarawak Tourism Ministry, urged EATOF to become a stronger platform for members to share their experiences in using technology for tourism.

He cited digital booking systems, cashless payments, online promotions and AI-supported services as areas where destinations can work together, while also emphasizing the need to improve digital infrastructure and give young people greater opportunities to participate in tourism.

Inthy Deuansavanh, chairman of Inthila Group, said artificial intelligence could make tourism services more efficient, particularly in areas such as reservations and transportation.

However, he stressed that technology should enhance the travel experience without taking away the human interaction that remains central to tourism.

Cebu Normal University representative Claire Clariziel Ladringan also called for stronger cooperation among universities and tourism institutions across EATOF, particularly in sharing data and resources that could help governments develop evidence-based tourism policies and improve AI-related skills.

Cebu strengthens regional ties

Cebu also used the EATOF gathering to strengthen its tourism and economic links with other member destinations.

The Cebu Provincial Government, led by Gov. Pamela Baricuatro, held bilateral meetings with officials from Gangwon State in South Korea and Quang Ninh Province in Vietnam to explore possible cooperation in tourism, investment and cultural exchanges.

Cebu officials also met representatives from Luang Prabang in Laos, Sarawak in Malaysia, Siem Reap in Cambodia, Tottori Prefecture in Japan and Tuv in Mongolia.

Hamid said stronger cooperation could allow EATOF to move beyond being an organization that meets periodically and become a more active regional network that continuously generates opportunities for tourism businesses and local communities.

For the PATA chief, the goal is not for destinations to become identical, but to use their differences to build a stronger regional tourism offering.

“Competition doesn't mean you are losing your identity. Your differences are your strength,” Hamid said. | Carmel Pedroza