The 20th UN Tourism/PATA Forum on Tourism Trends and Outlook will take place at the Shangri-La Hotel in Guilin, China, from 19 to 21 October 2026. The event will bring together policymakers, researchers and industry professionals to examine how artificial intelligence and digital technologies are changing tourism across Asia and the Pacific.

Jointly organised by UN Tourism and the Pacific Asia Travel Association (PATA), the forum is co-organised by the Guilin Municipal People’s Government and the Department of Culture and Tourism of Guangxi Zhuang Autonomous Region, in collaboration with The Hong Kong Polytechnic University’s School of Hotel and Tourism Management.

Discussions will address changing travel behaviour, destination competitiveness and the use of tourism data in policymaking and market strategy. The programme will also explore digital governance, cooperation between public and private organisations, and applications of technology in community-based tourism and cultural heritage preservation.

Programme highlights include the presentation of UN Tourism’s latest World Tourism Barometer, discussions on social media and travel decisions, Chinese traveller behaviour, and findings from the Greater Bay Area Tourism Satisfaction Index. Further sessions will examine destination data systems, digital heritage interpretation and the local benefits of tourism innovation.

Registration is scheduled for 19 October, followed by forum sessions on 20–21 October and a Guilin city tour on the final afternoon. Attendance is free for the participant categories specified by the organisers, including academics, practitioners and students enrolled in full-time tourism programmes. Accommodation is not included.

Forum at a Glance

• Event: 20th UN Tourism/PATA Forum on Tourism Trends and Outlook

• Organisers: UN Tourism and the Pacific Asia Travel Association (PATA)

• Co-organisers: Guilin Municipal People’s Government and the Department of Culture and Tourism of Guangxi Zhuang Autonomous Region

• Academic Collaborator: School of Hotel and Tourism Management, The Hong Kong Polytechnic University

• Dates: 19–21 October 2026

• Venue: Shangri-La Hotel, Guilin, China

• Theme: “The Next Frontier: Travel Trends in the Age of Artificial Intelligence”

• Participants: Policymakers, destination managers, international organisations, industry practitioners, academics, postgraduate students and community representatives

• Registration Fee: Free for eligible participants; accommodation excluded

• Academic Enquiries: lisa.gao@polyu.edu.hk

• UN Tourism Enquiries: rdap@unwto.org

• Programme and Registration: Official forum webpage

• Announcement: PolyU School of Hotel and Tourism Management