The Pacific Asia Travel Association (PATA) Foundation has announced the appointment of a new Board of Trustees, the governing body entrusted with guiding the organisation’s strategic efforts to ensure that the next generation across Asia Pacific is equipped with the skills needed to build sustainable and thriving careers in tourism and hospitality...

The forum, organised in New Delhi, featured in-depth discussions that helped states and the industry stakeholders understand global best practices and re-examine their own strategies with a fresh, forward-looking perspective.

The agreement emphasises the joint promotion of responsible travel to Jeju Island, aligning both organisations under a shared effort to encourage the destination towards best-practice principles in the MICE industry, international cooperation, sustainability, community benefits, cultural preservation, and environmental protection

State Tourism Minister Mohamed Riyas received the PATA Award for the campaign in Bangkok. With a cross-platform rollout across Instagram, Facebook, X, and LinkedIn, the campaign generated a reach of over 1.2 million and more that 89,700 engagements, while also driving user-generated content, influencer collaborations, and viral success through relatable, Kerala-rooted humour.