PATA and TTRA Formalise Partnership to Strengthen Tourism Research and Knowledge Exchange

BANGKOK, September 30, 2026 - The Pacific Asia Travel Association (PATA) and the Travel and Tourism Research Association (TTRA) have formalised an organisational partnership through the signing of a Memorandum of Understanding (MOU), establishing a framework for greater collaboration in tourism research, knowledge exchange and professional engagement.

The partnership is intended to strengthen connections between the organisations and support the responsible and sustainable development of tourism through greater cooperation, knowledge sharing and opportunities for engagement between their respective communities.

"Research and reliable tourism intelligence are increasingly important to understanding how our industry is changing and to supporting better-informed decisions across destinations and the wider tourism sector," said PATA CEO Noor Ahmad Hamid. "TTRA brings together an extensive community of researchers, academics and tourism professionals with a strong commitment to advancing the use of research. This partnership provides an opportunity for PATA and TTRA to share knowledge, connect our networks and create greater opportunities for our members to learn from one another."

Under the agreement, PATA and TTRA will collaborate across several areas, including:

• Events and Knowledge Sharing: Mutual support for relevant events and activities, including opportunities for qualified speakers to participate in each organisation's programmes and for representatives to attend selected events.

• Knowledge Exchange: Opportunities to exchange knowledge and perspectives on issues relevant to travel and tourism research, planning and development.

• Marketing and Communications: Mutual promotion of relevant events and activities through member newsletters and other digital communication channels, where applicable.

• Professional Engagement: Greater opportunities for members and representatives of both organisations to connect, share expertise and engage with developments shaping the travel and tourism sector.

Through these activities, the partnership will provide a platform for greater interaction between PATA's Asia Pacific tourism network and TTRA's global community of tourism researchers, practitioners, academics and industry professionals.

TTRA CEO Kathleen Palmer said, "TTRA is committed to building meaningful global connections that strengthen the exchange of tourism research, knowledge, and ideas. Our partnership with PATA creates exciting opportunities to connect our communities and expand the reach and impact of the work being done across both organizations."

The MOU provides a foundation for continued cooperation between the two organisations, with both parties able to identify further opportunities for collaboration in areas of mutual interest.