The Pacific Asia Travel Association (PATA) and the Global Business Travel Association (GBTA) have formed a partnership to boost corporate travel at PATA Travel Mart 2027, which is set to take place in Macao, China, from September 20 to 22, 2027. Under the agreement, GBTA will serve as the Corporate Travel Partner for the event. The Memorandum of Understanding was signed by PATA CEO Noor Ahmad Hamid and GBTA Senior Director for APAC Elle Ng-Darmawan during the PTM Knowledge Forum at PATA Travel Mart 2026 in Kuching, Sarawak, Malaysia.
Connecting Networks for Business Growth
The collaboration aims to enhance the business travel and events components of PATA Travel Mart 2027. GBTA will work with PATA to develop corporate travel content for the PTM Knowledge Forum and leverage its global network to encourage qualified buyers to attend. PATA will facilitate participation for these corporate buyers in line with its standard qualification procedures. The partners will also execute joint marketing and promotional activities across their respective communication channels.
“Corporate travel plays an important role in connecting destinations, businesses and communities across the Asia-Pacific region,” said PATA CEO Noor Ahmad Hamid. “Our partnership with GBTA will bring together complementary networks and expertise, creating new opportunities for meaningful business connections and knowledge exchange.” GBTA Senior Director for APAC Elle Ng-Darmawan added that APAC is the world’s largest and fastest-growing region for business travel spending, which makes collaboration within the travel ecosystem essential.
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Strategic Alliance for Industry Stakeholders
The partnership is designed to create a more business-driven PATA Travel Mart 2027. Suppliers will have the chance to engage directly with qualified decision-makers from the global business travel community, while corporate buyers can discover Asia-Pacific destinations, products, and services. By combining their networks and expertise, the organizations aim to unlock new opportunities and drive greater value for members.
While the agreement focuses on immediate logistical and promotional efforts, it also signals a broader trend toward specialized partnerships within the travel ecosystem. As the Asia-Pacific market continues to expand, events that successfully bridge the gap between general tourism suppliers and specific corporate needs are likely to become increasingly vital. The focus on qualified buyers and targeted engagement suggests a shift away from broad networking toward more purposeful, high-value interactions in future industry forums.
PATA Travel Mart 2027 will bring together tourism suppliers, buyers, and industry stakeholders from across the Asia-Pacific region and beyond for business exchange, networking, and knowledge sharing.
