PATA Annual Summit, Asia-Pacific's Largest Tourism Conference, to Be Held in Pohang and Gyeongju with 300 Experts Attending

Gyeongsangbuk-do Province, Gyeongbuk Cultural Tourism Organization, Pohang City, and Gyeongju City are ramping up their final preparations to ensure the successful hosting of the 'PATA Annual Summit 2026,' the flagship conference of the Pacific Asia Travel Association (PATA), the largest international tourism organization in the Asia-Pacific region.

This year's summit, themed 'Navigating Towards a Resilient Future,' will take place over three days from May 11 to 13 in Pohang and Gyeongju.

After Pohang and Gyeongju were chosen as the hosting sites for PATA in April 2025, Namil Kim, President of the Gyeongbuk Cultural Tourism Corporation (center), delivered a welcoming address.

Approximately 300 government officials and experts in the tourism sector from more than 30 countries are expected to attend and discuss the key issues facing the global tourism industry.

On the first day, the agenda includes an opening ceremony, a board of directors meeting, industry and education roundtable sessions, and a youth symposium.

The second day will feature the annual general meeting and global conference, alongside regional chapter meetings, a policy forum, and a gala dinner.

The third day will continue with the conference, concluding with a closing ceremony.

The 2026 PATA Annual Summit is an international event that Gyeongsangbuk-do Province, Gyeongsangbuk-do Provincial Council, Gyeongbuk Cultural Tourism Organization, Pohang City, and Gyeongju City strategically secured last year after fierce competition.

This large-scale tourism summit holds special significance as it returns to Gyeongsangbuk-do for the first time in 47 years since the 'PATA Workshop' was held in 1979 to celebrate the opening of the Bomun Tourist Complex in Gyeongju and the completion of Yukbuchon (currently the headquarters of Gyeongbuk Cultural Tourism Organization). Notably, this year also marks the 75th anniversary of PATA's founding, making the event even more meaningful.

Gyeongsangbuk-do Province and Gyeongbuk Cultural Tourism Organization aim to build on the momentum from the successful APEC Summit and carry its positive impact into this PATA summit. They are developing a special APEC Leaders' Footsteps Tour, highlighting attractions visited by APEC leaders, and will showcase Gyeongsangbuk-do's unique MICE tourism products during the event. In addition, a Gyeongbuk promotion booth themed around the '5 Han' (Hangeul, Hansik, Hanbok, Hanok, Hanji) will be created so participants can experience the blend of tradition and modernity that defines the region.

The event’s operational approach is also groundbreaking. For the first time in PATA history, a 'Dual-City' model has been adopted, combining the strengths of Gyeongju as a historic and cultural tourism city and Pohang as a leading industrial and marine tourism city. With a stay-type format linking Lahan Hotel Pohang, HICO (Hwabaek International Convention Center) in Gyeongju, Yukbuchon, and Gyeongju World Culture Expo Park, the event is expected to generate direct and indirect economic effects estimated at approximately 10 billion won.

Namil Kim, President of Gyeongbuk Cultural Tourism Organization, remarked, "If Yukbuchon was the starting point for Korea's tourism industry in 1979, the 2026 PATA Annual Summit, building on the momentum of APEC’s success, will mark a turning point for Gyeongsangbuk-do to become a global MICE hub. Based on this meaningful connection that comes after half a century, we will present a successful summit where history and the future coexist."

Furthermore, this summit is expected to be a decisive opportunity to showcase Gyeongsangbuk-do's competitiveness as a MICE tourism hub to the world, ahead of the scheduled opening of Pohang International Exhibition and Convention Center (POEX) in 2027 and Ulleung Airport in 2028.

The Pacific Asia Travel Association (PATA) was established in 1951 and is headquartered in Bangkok, Thailand. As a public-private international organization dedicated to the development of the tourism industry in the Asia-Pacific region, it comprises over 800 member organizations—including local governments, tourism boards, hotels, airlines, travel agencies, and academic institutions—from 88 countries. In Korea, PATA events have been held five times: in 1965, 1979, and 1994 (Seoul); 2004 (Jeju); and 2018 (Gangneung). This year marks the sixth time, with Pohang and Gyeongju co-hosting the summit. The PATA Workshop in 1979 was held at Yukbuchon in Gyeongju, now the headquarters of Gyeongbuk Cultural Tourism Organization.

This content was produced with the assistance of AI translation services.