On the first day, delegates were given the opportunity to join one of three routes that showcased responsible tourism, ecotourism, and gastronomy tourism offerings in Sarawak. Photo credit: PATA (CC BY-NC-SA 2.0).
Industry leaders and experts from Asia and the Pacific gathered in Sarawak’s capital last week to discuss key issues in tourism management and marketing and explore new opportunities to promote sustainability in travel and tourism.
With the theme “Sustainability in Action,” the 3-day PATA Destination Experience Forum and Mart 2023 in the City of Kuching began on June 21 and brought together 272 delegates from 28 destinations. It was organized by the Pacific Asia Travel Association (PATA) in collaboration with destination partners, the Ministry of Tourism, Creative Industry and Performing Arts of Sarawak, the Sarawak Tourism Board, and the Sarawak Convention Bureau.
“Climate change and over-tourism are existential threats to Pacific Asia’s visitor industry. Coming out of COVID, there are really only two options: ignore the environmental and social consequences of mass tourism in a business-as-usual manner, or seize the opportunity to recalibrate how we measure tourism success and account for its invisible burden. As we look towards the future, we need to take concrete actions and avoid the mistakes of the past,” said PATA Chair Peter Semone. “We as an industry must work together to create a better future for all by achieving long-term sustainability in conjunction with long-term growth and profitability.”
Sarawak Tourism Board Chief Executive Officer Sharzede Datu Hj Salleh Askor said, Sarawak is the perfect venue for the PATA event as it highlights ecotourism, gastronomy tourism, and adventure travel. “These themes are very much aligned with Sarawak’s tourism philosophy that emphasizes responsible tourism, gastronomy, and sustainability.”
The Malaysian state is working toward becoming a preferred ecotourism destination in the region. Meanwhile, Kuching was named by UNESCO as a “City of Gastronomy” in November 2021, the first city in the BIMP-EAGA subregion to earn the distinction.
“I am happy that all delegates will have an opportunity to engage in meaningful conversations with Sarawak’s tourism industry stakeholders as well as from around the region to understand the importance of adopting sustainable practices, such as waste reduction, recycling, and responsible resource consumption, to minimize the negative environmental footprint of tourism while enhancing the overall visitor experience,” she added.
On the first day, June 21, delegates were given the opportunity to join one of three routes that showcased responsible tourism, ecotourism, and gastronomy tourism offerings in Sarawak.
The conference, which was held from 23 to 24 June, featured experts from the World Tourism Organization, the Global Sustainable Tourism Council, the Asian Ecotourism Network, the Adventure Travel Trade Association, the Maldives Marketing & Public Relations Corporation, Intrepid Travel, Expedia Group Media Solutions, and Sojern travel marketing platform. Topics discussed included climate action strategies for destinations and operators, tourism’s role in development, setting and executing sustainability goals, leveraging new trends in sustainable tourism, and using digital marketing to drive sustainability.
The event also offered networking and contracting opportunities during the tradeshow.