BANGKOK — A new documentary initiative, Pacific Asia Travel Association (PATA), together with the creative agency Content With Purpose (CWP), launched on Nov. 27, is set to reshape how people think about travel across the Asia-Pacific region.

The digital series, titled Pacific Asia: Tourism with Purpose, aims to show how tourism can promote environmental stewardship, social inclusion and community resilience—moving beyond vacation-centric models toward purpose-driven travel.

From Recovery to Responsibility — A New Chapter for Asia-Pacific Travel

After recovering swiftly from the pandemic slump, tourism across the region is entering a “new phase of maturity,” according to a recent industry report by PATA. International visitor arrivals reached nearly 648 million in 2024, about 92 percent of pre-pandemic levels, with first-half 2025 continuing modest growth.

But this rebound comes with growing concern: environmental pressures, climate impacts, and social inequalities threaten to erode the long-term benefits of tourism. For many destinations, the challenge now is not just to attract travellers, but to ensure that tourism supports sustainable development rather than undermining it.

PATA’s new series embraces that challenge. As stated in the association’s press release:

“Through destination stewardship, skills-development and cross-sector collaboration, tourism can ensure that growth is inclusive and that its benefits are shared widely to create opportunity and prosperity for all.” (Pacific Asia Travel Association)

What “Tourism With Purpose” Will Feature

Pacific Asia: Tourism with Purpose will use a mix of short films, expert interviews, and community-centered storytelling to cast spotlight on initiatives across the region. Its agenda includes:

• Environmental sustainability and climate action — showcasing destinations committed to conservation, carbon-neutral tourism, and ecosystem resilience.
• Community empowerment and social inclusion — featuring projects where local communities take the lead in guiding tourism development, preserving cultural heritage, and generating equitable livelihoods.
• Regional connectivity and collaboration — highlighting how cross-border partnerships, shared best practices, and coordinated policy can help integrate tourism with broader goals of social equity and environmental protection.

As part of its launch, PATA emphasized that this initiative aligns with its updated vision of a “meaningful Pacific Asia tourism economy,” adopted in 2025.

Spotlight on ASEAN: Aligning With Regional Commitments

While the new series has a broad Asia-Pacific scope, its timing and aims resonate closely with long-standing regional goals around sustainable and inclusive tourism. The policy framework adopted by Association of Southeast Asian Nations (ASEAN) for 2016–2025 enshrines “responsible, sustainable, inclusive” tourism as a regional priority.

For countries like Thailand and Indonesia, where tourism remains a major economic pillar, the shift toward “purpose-driven travel” could reinforce national efforts to reduce tourism’s environmental footprint, support rural livelihoods, and preserve cultural heritage. Indeed, the rising interest in eco-resorts, community-led homestays, and low-impact nature tourism reflects growing demand from travellers seeking more meaning and authenticity in their journeys.

Why Now: Tourism at a Crossroads

The timing of the series comes at a moment when the tourism industry globally faces unprecedented pressure. Climate change, over-tourism, and community concerns have challenged the old growth-first model. Governance-oriented organisations such as Global Sustainable Tourism Council (GSTC) have stressed the need for tourism to evolve into a tool for environmental protection, social justice and long-term prosperity.

PATA’s initiative suggests that the Asia-Pacific region—home to some of the world’s fastest-growing tourism markets—could lead that transformation. As PATA CEO Noor Ahmad Hamid said in the launch statement:

“Tourism acts as a bridge between cultures, communities and economies. Through Tourism with Purpose, we want to highlight how our region is leading the way toward a more responsible and resilient tourism future.” (Pacific Asia Travel Association)

And, as CWP’s founder Max Smith added, “The series is an opportunity to show how tourism, when guided by purpose and collaboration, can strengthen communities, protect the planet and inspire a more connected world.”

What to Watch: From Vision to Action

The first preview screening of Pacific Asia: Tourism with Purpose is slated for the PATA Annual Summit 2026, scheduled for May 11–13 in Gyeongju and Pohang, South Korea — followed by a full release at the PATA Travel Mart 2026 in Sarawak, Malaysia, in August.

Beyond storytelling, the series aims to serve as a blueprint and rallying call for tourism stakeholders — businesses, governments, local communities, NGOs — to embed sustainability, equity and resilience into future development strategies.

In an age where the planet and societies increasingly demand responsibility, “Tourism With Purpose” stands as both a reflection and a challenge: that travel can — and must — be more than leisure. It can be a force for good. (zai)