The PATA Destination Experience Forum and Mart 2023 (PDFM 2023)
kicked off on 21 June in Kuching, Sarawak, Malaysia, with the theme
"Sustainability in Action”.
The event, organised in collaboration with the Ministry of Tourism,
Creative Industry & Performing Arts of Sarawak, the Sarawak Tourism
Board, and the Sarawak Convention Bureau, brought together 272 delegates
from 28 destinations.
Representing both the public and private sectors, participants
engaged in discussions addressing key issues in marketing and managing
tourism growth. The industry seeks new opportunities to promote
sustainability and address challenges such as climate change and
over-tourism. Delegates from around the world, including countries like
Australia, Bhutan, Canada, France, Germany, and the United States, came
together to share insights and inspire one another.
PATA chair Peter Semone emphasised the need to address environmental
and social consequences after the pandemic, urging stakeholders to work
together to achieve long-term sustainability and growth in the industry.
Sharzede Datu Hj Salleh Askor, CEO of Sarawak Tourism Board (STB),
stated that Sarawak's tourism philosophy aligns with the event's themes
of responsible tourism, gastronomy tourism, and adventure travel. The
conference offered a platform for meaningful conversations among
delegates and Sarawak's tourism stakeholders to promote sustainable
practices, waste reduction, recycling, and responsible resource
consumption.
During the event, delegates had the opportunity to experience
responsible tourism, ecotourism, and gastronomy tourism offerings
through different routes that showcased Sarawakian culture, heritage,
and history.
The conference featured expert speakers from various organisations,
including the World Tourism Organization, the Global Sustainable Tourism
Council, and the Adventure Travel Trade Association. Topics ranged from
climate action strategies and recalculating success measurements to the
power of gastronomy tourism and leveraging digital marketing for
sustainability.
The event also provided networking opportunities for buyers and
sellers, enabling potential collaborations and business opportunities.