PATA Travel Mart 2026 puts Kuching and Sarawak at the centre of Asian B2B tourism
The PATA Travel Mart 2026, running 18–20 August in Kuching, has brought together the region’s tourism suppliers and buyers, with more than 1,100 participants/business delegates involved in the networking programme.
This matters because PTM remains one of Asia-Pacific’s key contracting environments for destinations, hotels, DMCs, airlines and travel companies. The host destination is using the event to position Sarawak as a gateway to Borneo, rather than merely as another Malaysian destination.
The timing is significant: destinations are increasingly using major B2B shows not simply for meetings but to build new distribution channels and reposition themselves internationally.
This wider B2B trend is also visible in the way international tourism boards are using Indian trade exhibitions and networking platforms to build commercial relationships. International tourism boards and post-show B2B engagement
Trade takeaway: Sarawak is selling connectivity + nature + business events, not just sightseeing.
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