In a landmark moment for the global tourism industry, the Pacific Asia Travel Association (PATA) Travel Mart 2026 officially descended upon Kuching, Sarawak, from August 18–20, 2026.
Hosted at the state-of-the-art Borneo Convention Centre Kuching (BCCK), the event transformed the heart of Borneo into the epicenter of global travel, drawing over 1,100 tourism delegates from 48 countries.
This signature PATA event—one of the Asia Pacific’s longest-running and most prestigious B2B travel trade exhibitions—marked a historic “first” for Sarawak.
The gathering served as a vibrant nexus for 221 buyers and over 365 sellers, facilitating thousands of targeted business appointments aimed at shaping the future of global tourism.
A Muslimah Visionary Leader at the Helm
At the forefront of this global gathering is Dr. Sharzede Datu Haji Salleh Askor, the Chief Executive Officer of the Sarawak Tourism Board (STB). Under her stewardship, Sarawak has increasingly positioned itself not just as a destination, but as a global travel leader in sustainable and responsible tourism.
She views hosting PATA Travel Mart 2026 as far more than a logistical triumph; but as Sarawak’s growing influence on the world stage.
PATA Travel Mart 2026 gives us an important platform to showcase Sarawak directly to the international travel trade and allow delegates to experience the destination beyond the exhibition floor,” Dr. Sharzede noted.
“Through our culture, communities, gastronomy, nature and adventure experiences, we want delegates to gain a deeper understanding of what Sarawak offers and take that knowledge back to their respective markets.”
Reflecting on the foundational work required to scale these sustainable ambitions, Dr. Sharzede emphasized the collective effort and dedication driving the region forward:
We want to show that commitment. And as you know, certification—you know, once you get that, you need to be drilling every of our stakeholders. That’s how important and how committed all the agencies, the ministry, and the leaders in the state of Sarawak are.”
With decades of experience in integrated marketing, branding, and strategic planning, Dr. Sharzede champions an inclusive approach to tourism.
Through STB, her leadership emphasizes deep, continuous engagement across multiple fronts—from forging robust regional alliances within ASEAN countries and domestic markets to maintaining a strong international presence in major global trade shows.
Aligning for a Sustainable Travel Future
The timing of PATA Travel Mart 2026 was strategically significant, perfectly synchronized with:
- Visit Malaysia 2026: Leveraging national momentum to showcase Sarawak’s unique offerings.
- PATA’s 75th Anniversary: A celebratory backdrop for global industry cooperation.
- STB’s Milestone Heritage: Reflecting the board’s long-standing 45 years of dedication to international collaboration since joining PATA in 1981.
STB has been instrumental in fostering a deep partnership with PATA, evidenced by joint initiatives in biodiversity conservation, community stakeholder inclusion, and capacity building.
Keeping Sarawak in Global Radar
As delegates carry the spirit of Borneo back to their respective corners of the globe, the lasting impact of PATA Travel Mart 2026 remains clear. How does a destination market itself globally while staying fiercely true to its roots?
For the Sarawak Tourism Board—which also claimed the prestigious Marketing Grand Title Winner at the 2026 PATA Gold Awards for its record-breaking drone relay initiative—this milestone is merely a springboard.
By anchoring their strategy in community-led authenticity, stakeholder alignment, and innovative storytelling, they ensure that Sarawak’s rich heritage, nature, and warm hospitality will continue to inspire and captivate travelers for generations to come.
