The Pacific Asia Travel Association (PATA) held its first Youth Symposium of 2026 in Pohang, South Korea, on May 11, bringing together students, young professionals and senior tourism industry figures for a half-day programme of presentations, panels and open discussion.
The event took place on the opening day of the PATA Annual Summit 2026 at Lahan Hotel, Pohang, and was supported by the Gyeongsangbuk-do Culture and Tourism Organization (GCTO), Pohang City and the PATA Thailand Chapter.
Industry Growth and Career Outlook
Jules Shin, Area Manager for South Korea and New Zealand at Booking.com, told attendees that travel remains one of the world’s most important industries, with global travel total transaction value projected to reach US$4 trillion by 2030. Shin examined shifting traveller expectations, sustainability, climate adaptation and the long-term resilience of tourism destinations and businesses.
The symposium opened a direct channel for student voices through a session titled “Voices of the Next Generation”, in which participants shared their views on the industry’s future. While most expressed optimism and planned to pursue tourism careers after graduation, some cited the lasting impact of the pandemic as a source of uncertainty.
Invited speakers from destination management organisations, private companies and academia offered a contrasting perspective, pointing to tourism’s continued role as a key pillar of the global economy and its strong long-term growth potential.
From Campus to Career
A session titled “From Intern to Industry: Stories That Shape Careers” brought together PATA intern alumni to discuss the realities of moving from university into the workforce. Speakers reflected on uncertainty, career changes and professional development, offering practical guidance on building meaningful careers in tourism.
Dr Bella Vongvisitsin, Assistant Professor in Hospitality and Tourism Management at Hong Kong Metropolitan University and 2025 PATA Face of the Future in Strategic Management, highlighted the growing importance of workplace diversity. Vongvisitsin noted that 76 percent of jobseekers now consider diversity when evaluating potential employers, citing research by SAP and the Niagara Institute.
Sustainability and Ocean Conservation
A dedicated panel on maritime sustainability and ocean conservation featured Jessie McComb, Senior Tourism Industry Specialist at the Asian Development Bank; Julinus Jeffery Jimit, CEO of Sabah Tourism Board; Jennifer Chun, Director of Tourism Research at Hawaii Tourism Authority; and Dong-Gwang Son, CEO of Stay Hotel and former Chairman of the Yeongil Bay Tourism Special Zone Council. The group examined responsible tourism practices in coastal and island communities and the importance of protecting marine ecosystems.
Ben-Jie Lim, Chief People and Partnerships Officer at AirAsia MOVE, shared his career journey at AirAsia and the organisation’s transition into the online travel agency sector, arguing that continuous transformation is essential for businesses seeking to remain competitive and deliver value to travellers and clients.
Youth Empowerment at the Core
Sharzede Datu Haji Salleh Askor, CEO of the Sarawak Tourism Board, spoke about youth leadership and empowerment initiatives in Sarawak, including the Rainforest Youth Summit (RAYS), which she described as a platform for collaboration, leadership development and long-term community building centred on young voices.
PATA CEO Noor Ahmad Hamid said the association is committed to ensuring its events provide meaningful space for younger participants. “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,” Hamid said. “It is our small contribution to each destination we visit to engage and inspire future tourism leaders through this important conversation.”
Lee Sang-hyun, Director General of Pohang City’s Tourism and Convention Promotion Bureau, said the city was proud to host the symposium. “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,” Lee said.