PATA Youth Symposium in Korea (ROK) Highlights Leadership and Adaptability for Tourism’s Future

BANGKOK, May 27, 2026 - The first PATA Youth Symposium of the year was organised at Lahan Hotel, Pohang, Korea (ROK), on May 11, 2026, welcoming a full-house of students, young professionals, and tourism industry leaders. The event, held on the first day of the PATA Annual Summit 2026, was generously supported by Gyeongsangbuk-do Culture and Tourism Organization (GCTO), Pohang City, and PATA Thailand Chapter.

Lee Sang-hyun, Director General, Pohang City's Tourism & Convention Promotion Bureau, said, "It is truly meaningful for us to host the 2026 PATA Youth Symposium here in Pohang - a city that has grown through a spirit of innovation and challenge - bringing together young people who will lead the future of tourism.

He added, "Among all of you gathered here today, I believe there will be future leaders who will go on to drive transformation in the tourism industry."

Following the event, PATA CEO Noor Ahmad Hamid said, "It is important that every PATA event provides a platform for the younger generation to have their voice heard, beyond simply listening to speakers from around the world. It is our small contribution to each destination we visit to engage and inspire future tourism leaders through this important conversation."

The half-day event featured presentations and discussions from tourism experts from various sectors, offering students and young professionals diverse and rounded perspectives on their future in the tourism industry.

Happenings at the PATA Youth Symposium 2026 @ PAS 2026

"From Intern to Industry: Stories That Shape Careers" brought together PATA intern alumni to discuss the realities of transitioning from university life into the workforce. Through honest reflections on uncertainty, career shifts, and professional growth, the speakers offered practical insights into building meaningful careers within the tourism industry.

In conjunction with efforts to amplify the voices of the younger generation, students were invited to share their perspectives on the future of tourism during the "Voices of the Next Generation" session. While the majority expressed optimism about the industry and saw themselves pursuing careers in the sector after graduation, some remained conflicted due to the lasting impact of the pandemic.

In contrast to the second sentiment made by some of the youth participants, invited speakers representing destination management organisations, private companies, and academia remarked on the strong future potential of tourism and its continued role as one of the world's key industries supporting the global economy.

Sharzede Datu Haji Salleh Askor, CEO, Sarawak Tourism Board, shared insights into youth leadership and empowerment initiatives in Sarawak, highlighting the importance of putting students at the centre of tourism conversations and creating platforms for young voices to share their perspectives on the challenges, opportunities, and emerging trends shaping the future of the industry. She noted that the Rainforest Youth Summit (RAYS) is Sarawak's space for collaboration, leadership development, and long-term community building.

Jules Shin, Area Manager for South Korea and New Zealand, Booking.com, remarked that travel remains one of the most important industries, projected to reach US$ 4 trillion in global travel total transaction value by 2030. Shin went on to examine the evolving tourism landscape through the lens of resilience, discussing sustainability, climate adaptation, shifting traveller expectations, and the long-term resilience of destinations and tourism businesses.

Dr Bella Vongvisitsin, Assistant Professor (Hospitality and Tourism Management), Hong Kong Metropolitan University, and 2025 PATA Face of the Future in Strategic Management, underscored the growing importance of diversity in today's evolving career landscape, highlighting how inclusive workplaces contribute to innovation, resilience, and stronger organisational performance across global industries such as tourism. Vongvisitsin further shared that nowadays, 76% jobseekers consider diversity when looking for work (SAP & Niagara Institute).

The panel discussion, "Maritime Sustainability and Ocean Conservation", featured Jessie McComb, Senior Tourism Industry Specialist, Asian Development Bank (ADB); Julinus Jeffery Jimit, CEO, Sabah Tourism Board; Jennifer Chun, Director of Tourism Research, Hawaii Tourism Authority; and Dong-Gwang Son, CEO, Stay Hotel; Former Chairman, Yeongil Bay Tourism Special Zone Council. The panellists dove into the importance of protecting marine ecosystems and coastal environments through responsible tourism practices while supporting the sustainability of coastal and island communities.

In his session, Ben-Jie Lim, Chief People & Partnerships Officer, AirAsia MOVE, shares his career journey at AirAsia, from training in mentorship to taking his part in building the organisation's resilience and transition into the online travel agency sector. He noted that transformation is key to attracting travellers and clients; without this quality, a business would lose opportunities to bring value.

To view and download event photos, visit the following link: pata.gump.gg/album/pas-2026/folder/pata-youth-symposium?aio=asc&ais=creation_time

PATA remains committed to nurturing the next generation of tourism professionals. For more information on sponsorship opportunities for future youth programmes, please visit www.pata.org/youth or contact [email protected].