PATA and CWP Partner on Tourism with Purpose

PATA and CWP Partner to Produce ‘Pacific Asia: Tourism with Purpose’

The Pacific Asia Travel Association (PATA) is partnering with Content With Purpose (CWP) to produce Pacific Asia: Tourism with Purpose—a new digital series exploring how tourism across the Asia Pacific region can support a more responsible, inclusive, and sustainable future.

Tourism connects people, economies, and cultures across diverse destinations. Throughout the Asia Pacific region, it supports livelihoods, strengthens communities, and contributes to development across multiple industries. As the sector evolves, its scope extends beyond visitor arrivals and revenue. In line with PATA’s renewed mission and broader outlook, Tourism with Purpose will examine tourism’s wider impact on people and places, the environment, well-being, and related sectors beyond the visitor economy.

With travel in the region continuing to grow, there is an increasing need for approaches that support sustainability and resilience. Through destination stewardship, skills development, and cross-sector collaboration, tourism can help ensure that growth is inclusive and that benefits are shared to create opportunity and prosperity.

Launching in the year of PATA’s 75th anniversary, Pacific Asia: Tourism with Purpose will feature stories, initiatives, and partnerships contributing to this shift. Through short-form films, expert interviews, and character-led storytelling, the series will highlight work in sustainable tourism, climate action, community engagement, and regional connectivity—demonstrating how purpose-driven tourism can support both societies and ecosystems.

Aligned with PATA’s commitment to generate meaningful impact, Tourism with Purpose will present insights and perspectives from across the region, reflecting the role of tourism in connecting people and supporting positive outcomes.

PATA CEO Noor Ahmad Hamid said, “Tourism acts as a bridge between cultures, communities, and economies. Through Tourism with Purpose, we aim to show how our region is moving toward a more responsible and resilient tourism future. This series will feature the people and partnerships driving that change, and how purposeful travel can support long-term environmental and societal benefits. We also thank Content With Purpose for their collaboration in bringing these stories forward.”

Max Smith, Founder and Managing Director of Content With Purpose, added: “We are partnering with PATA to create a series that recognises the potential of tourism. It is an opportunity to highlight leadership across the Asia Pacific and show how tourism, when guided by purpose and collaboration, can strengthen communities, support the planet, and encourage connection.”

The series will premiere with a preview screening at the PATA Annual Summit 2026, scheduled for May 11–13 in Gyeongju and Pohang, Korea (ROK). A full launch will follow at PATA Travel Mart 2026 in Sarawak, Malaysia, from August 18–20. A digital campaign will extend its reach across PATA’s network and beyond, engaging policymakers, businesses, NGOs, academia, travellers, and the public in supporting a more inclusive and resilient future for tourism.

Organisations within the tourism industry—public or private—interested in contributing to the series are invited to contact Sophie Newboult, Series Development Manager at CWP.