BANGKOK – The Pacific Asia Travel Association (PATA) is partnering with Content With Purpose (CWP) to produce Pacific Asia: Tourism with Purpose – an inspiring new digital series celebrating how tourism across the Asia Pacific region can drive a more responsible, inclusive, and sustainable future.
Tourism is one of the world’s most powerful forces for connection – linking people, economies, and cultures across an extraordinary diversity of places. Throughout the Asia Pacific region, tourism supports livelihoods, strengthens communities, and fuels innovation across industries. Yet as the sector evolves, its true value extends far beyond visitor arrivals and receipts. Reflecting on PATA’s renewed mission and holistic vision, Tourism with Purpose will explore tourism’s wider impact on people and places, on well-being and the environment, and on the many sectors it touches beyond the visitor economy.
As travel across the region continues to grow, the need for a sustainable and resilient approach has never been greater. Through destination stewardship, skills development, and cross-sector collaboration, tourism can ensure that growth is inclusive and that its benefits are shared widely to create opportunity and prosperity for all.
Launching in the year of PATA’s 75th anniversary, Pacific Asia: Tourism with Purpose will showcase the stories, innovations, and partnerships leading this transformation. Through short form films, expert interviews, and character-led storytelling, the series will highlight pioneering initiatives in sustainable tourism, climate action, community empowerment, and regional connectivity – revealing how purpose-driven tourism can uplift both societies and ecosystems.
Aligned with PATA’s commitment to be a catalyst for meaningful impact, Tourism with Purpose will amplify diverse voices from across the Asia Pacific and share a distinctly regional perspective with the world, celebrating the power of tourism to connect, protect, and inspire.
Tourism acts as a bridge between cultures, communities, and economies. Through Tourism with Purpose, we want to highlight how our region is leading the way toward a more responsible and resilient tourism future. This series will showcase the people and partnerships driving that change, demonstrating how purposeful travel can create lasting benefits for our environment, our societies, and generations to come. We also extend our appreciation to Content With Purpose for their help in bringing these previously untold stories to life. PATA CEO Noor Ahmad Hamid
Max Smith, Founder and Managing Director of Content With Purpose, added: We’re delighted to be partnering with PATA to create a series that celebrates the transformative potential of tourism. The series is an opportunity to celebrate the vision and leadership across the Asia-Pacific, and to show how tourism, when guided by purpose and collaboration, can strengthen communities, protect the planet, and inspire a more connected world.
The series will launch with a preview screening at the PATA Annual Summit 2026, to be organised from May 11 – 13 in Gyeongju and Pohang, Korea (ROK). The screening will be followed by a full series launch at the PATA Travel Mart 2026, in Sarawak, Malaysia, from August 18 – 20. An extensive digital campaign will then extend its reach across PATA’s network and beyond—engaging policymakers, businesses, NGOs, academia, travellers, and the public in driving collective action toward a more inclusive, resilient, and purpose-driven future for tourism.
Organisations within the tourism industry—both public and private—interested in contributing to the series are encouraged to contact Sophie Newboult, Series Development Manager at CWP, to learn more: [email protected].
About CWP
Content With Purpose (CWP) is a B Corp certified strategic content creator that works in partnership with leading member bodies and associations, engaging professionals in their industries’ role in building a better tomorrow.
About PATA
Founded in 1951, the Pacific Asia Travel Association (PATA) is a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research, and innovative events to its member organisations, which include government, state and city tourism bodies; international airlines and airports; hospitality organisations, educational institutions, and thousands of young tourism professional (YTP) members across the world. The PATA network also embraces grassroots activism of PATA Chapters and Student Chapters, which organise travel industry training programmes and business development events around the world. Thousands of travel professionals belong to 32 local PATA Chapters worldwide. Hundreds of students are members of 28 PATA Student Chapters globally. The PATAmPOWER platform delivers unrivalled data, forecasts, and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices around the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has an office in Beijing. Visit www.PATA.org.
