September 30, 2026
TTRA and PATA Formalize Partnership to Strengthen Tourism Research and Knowledge Exchange
The Travel and Tourism Research Association (TTRA) and the Pacific Asia Travel Association (PATA) have formalized an organizational partnership through a Memorandum of Understanding (MOU). The agreement creates a framework for collaboration in tourism research, knowledge exchange, and professional engagement.
The partnership connects PATA’s Asia Pacific tourism network with TTRA’s global community of researchers, practitioners, academics, and industry professionals. Together, the organizations will support the exchange of knowledge and expertise to inform decisions and advance responsible and sustainable tourism development.
“TTRA is committed to building meaningful global connections that strengthen the exchange of tourism research, knowledge, and ideas. Our partnership with PATA creates exciting opportunities to connect our communities and expand the reach and impact of the work being done across both organizations,” said Kathleen Palmer, CEO, TTRA.
What the Partnership Includes
PATA and TTRA will collaborate in four areas:
- Events and knowledge sharing: Support relevant events and activities, including opportunities for qualified speakers to participate in each organization’s programs and for representatives to attend selected events.
- Knowledge exchange: Share research insights and perspectives on tourism planning and development.
- Marketing and communications: Promote relevant events and activities through member newsletters and digital channels, where applicable.
- Professional engagement: Create opportunities for members and representatives to connect, share expertise, and learn from one another.
“Destinations across Asia Pacific are managing rapid shifts in traveller behaviour, air connectivity and community expectations, and research gives leaders the evidence to respond with confidence,” said Jeffrey Eslinger, Former President and Chair of the Board, TTRA. “Formalising our partnership with PATA opens new pathways for our members to exchange insight, learn from regional practitioners and support more responsible and sustainable tourism development.”
The agreement provides a foundation for continued cooperation, with opportunities to identify further areas of shared interest. TTRA looks forward to working with PATA to strengthen connections between research and practice and bring greater value to both organizations’ members.