Picture: Eduardo Santander, CEO of the European Travel Commission (ETC) (right), is presented with a certificate of appreciation in recognition of ETC’s partnership by Noor Ahmad Hamid, CEO of PATA (left), and Peter Semone, Chair of PATA (centre).
(IN SHORT) PATA and the European Travel Commission (ETC) have entered into a strategic partnership to advance sustainable tourism practices and promote greater connectivity between Asia Pacific and Europe. The collaboration, announced during the PATA Annual Summit 2025, will focus on a range of initiatives including supporting Small and Medium Enterprises (SMEs), promoting balanced tourism flows, and sharing knowledge across both regions. The partnership aims to drive sustainable growth in tourism, benefiting both travelers and local communities.
(PRESS RELEASE) BANGKOK, 2025-Apr-29 — /Travel PR News/ — The Pacific Asia Travel Association (PATA) is pleased to announce a new organizational partnership with the European Travel Commission (ETC), a non-profit organization dedicated to the sustainable development of Europe as a premier tourism destination.
This partnership was officially recognized on stage during the PATA Annual Summit 2025 (PAS 2025) on Wednesday, April 23, following an engaging fireside chat between PATA CEO Noor Ahmad Hamid and ETC CEO Eduardo Santander. The conversation, titled Building Bridges: Tourism at the Crossroads of East and West, highlighted the importance of collaboration between the Asia Pacific and Europe in the global tourism landscape.
Mr. Hamid commented, “This Memorandum of Understanding marks a significant step forward in PATA’s commitment to fostering global collaboration in the tourism industry. The relationship between Asia Pacific and Europe is more crucial than ever as we work toward building a sustainable, inclusive, and resilient tourism sector. We are excited to partner with ETC, an organization that shares our values and long-term vision. Through this partnership, we aim to amplify our impact by exchanging knowledge, co-creating initiatives, and tackling shared challenges with a united voice.”
The signed Memorandum of Understanding outlines the collaboration between PATA and ETC on several key initiatives aimed at addressing global tourism challenges. The partnership will focus on promoting sustainable and responsible tourism practices, improving connectivity, supporting Small and Medium Enterprises (SMEs), and fostering more balanced tourism flows that enhance visitor experiences while benefiting local communities. The collaboration will also strengthen synergies between the organizations’ respective programs, ensuring maximum impact and cost-efficiency across advocacy, research, and B2B events.
Eduardo Santander, CEO of ETC, stated, “Tourism is a bridge between cultures, fostering mutual understanding and uniting people, especially in times of uncertainty. During such times, international organizations like ETC and PATA play a vital role in reinforcing the ties between our regions. We look forward to building a closer partnership with PATA, enhancing connectivity, sharing best practices, learning from one another, and collectively shaping a resilient and sustainable future for the tourism industry.”
In addition to these collaborative efforts, PATA and ETC will engage in knowledge-sharing, co-organizing and participating in events, facilitating expert exchanges, and launching joint advocacy campaigns, with a particular emphasis on sustainability in tourism.
This partnership underscores both organizations’ shared vision of a forward-thinking, sustainable global tourism ecosystem.
Media contact:
Tel: +66 (0)2-460-9264
E-mail: communications@PATA.org
SOURCE: Pacific Asia Travel Association
