PATA Sees Renewed Optimism for Pacific-Asia Tourism Following WTM London
The Pacific Asia Travel Association (PATA) UK & Ireland has reported a positive outlook for tourism across Pacific Asia following WTM London 2026, with members highlighting renewed confidence, strong demand for luxury travel and growing interest in emerging destinations.
Despite challenges during 2026, including the impact of the Middle East conflict, industry sentiment remains optimistic, with hotels and resorts reporting encouraging sales and continued investment across the region.
John Parker of Premier Holidays commented: “The Pacific Asia region is as resilient as ever, with lots of optimism for 2027.”
Mr Parker noted the continued strength of the luxury market, with some hotels reporting higher revenues despite fewer room nights. Demand for suites and villas remains strong, alongside growing family travel and experience-led holidays. New developments include Centara’s Saree Samui villa resort and Centara Reserve Krabi, scheduled to open in February 2027, helping to address the shortage of five-star accommodation in Krabi.
Helen Wheat, Regional Product Manager - Southeast Asia at Audley Travel, described WTM as a welcome boost following a challenging period.
“WTM London 2026 felt like a welcome boost, with a renewed sense of optimism and collaboration evident throughout the event.”
Ms Wheat highlighted growing momentum for secondary destinations, including Chiang Mai in Thailand, Ninh Binh in Vietnam and northern Bali. She also noted an increasing emphasis on the quality of visitor rather than volume alone. Enhanced excursions, additional guest benefits and higher visitor spending are becoming important considerations, particularly in popular destinations such as Phuket and Koh Samui.
Sam Collins of Best at Travel also reported improving confidence across Thailand, Malaysia and Indonesia, with sentiment strengthening again since July.
“There has been increased positivity from July onwards and optimism that, if continues, 2027 will be incredible.”
Mr Collins noted increased interest in Nepal, Bhutan and Cambodia as operators seek to diversify their portfolios. Nepal continues to attract hotel investment, particularly in luxury properties targeting the growing soft-adventure market.
David Kevan, Partner at CHIC Locations, emphasised Southeast Asia’s value for money as a key selling point.
“International shows like this show what great value Southeast Asia represents once you arrive - your money buys you more at every level.”
Mr Kevan also highlighted the importance of British travellers, who often stay longer than visitors from regional Asian markets, stressing the need for destinations to diversify their source markets.
However, excessive hotel development in already crowded areas without sufficient investment and consideration for local infrastructure doesn’t align with destinations sustainability messaging.
Overall, PATA members identified resilience, product innovation and growing destination diversity as positive indicators for 2027, while emphasising the importance of responsible tourism growth.
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