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The Pacific Asia Travel Association has signed a Memorandum of Understanding with the Meaningful Tourism Centre Ltd, a not-for-profit organisation dedicated to advancing sustainable and responsible travel and tourism through the principles of Meaningful Tourism. The agreement was signed and recognised on the stage of the Nepal-India-China Expo 2025, in Pokhara, Nepal.
This MOU establishes a collaborative framework for both organisations to drive impactful initiatives that promote meaningful tourism. The agreement reaffirms the shared vision of shaping the future of tourism by fostering sustainable development and industry-wide collaboration.
“This partnership marks an important step in strengthening our commitment to tourism that is both responsible and impactful,” says PATA CEO Noor Ahmad Hamid.
“By joining forces with the Meaningful Tourism Centre, we aim to enhance industry awareness and support initiatives that not only enrich traveller experiences but also bring tangible benefits to local communities, cultural heritage, and the environment.”
“Only a holistic approach which brings benefits and satisfaction to all stakeholders in tourism and hospitality will bring back the positive image our industry used to have as a provider of joy, new experiences and even peace,” says Meaningful Tourism Centre CEO Professor Dr Wolfgang Georg Arlt.
“We have to organise our activities in a way which makes us part of the solution instead of being seen as part of the problem.”
As part of the agreement, PATA and MTC will jointly develop and share best practices, foster industry discussions, and advance research and capacity-building initiatives including trainings and workshops, as well as reciprocal activities such as speaking engagements and industry knowledge-sharing that support more meaningful travel experiences.
Meaningful Tourism is an approach that goes beyond sustainability by ensuring that all tourism stakeholders—travellers, businesses, employees, local communities, governments and the environment—benefit equitably. It emphasises responsible travel that fosters cultural appreciation, protects environmental assets, and enhances the overall experience for both visitors and hosts.
