25 October 2018 - 27 October 2018


We are pleased to inform you that at the gracious invitation of the People’s Government of Guilin of China, the World Tourism Organization (UNWTO) and the Pacific Asia Travel Association (PATA) are organizing the 12th UNWTO/PATA Forum on Tourism Trends and Outlook scheduled to be held in Guilin, China from 25-27 October 2018. The Forum will be organised again in collaboration with The Hong Kong Polytechnic University and also will be organized under the theme of "THE FUTURE OF TOURISM: Road to 2030".  
The forum has been successfully held eleven times previously in Guilin. Our aim in staging such a forum is to provide an annual Pan-Asia-Pacific platform for policymakers, senior officials, researchers and industry representatives to take stock of global and regional trends and to better understand their potential impacts on tourism development. The event, under the joint umbrella of UNWTO and PATA, will allow participants to share information, analyse current situations, and map out the course of action for the future.  Overarched under the theme of “The Future of Tourism – Road to 2030”, this year’s forum aims to deliver on the following objectives:
- To explore and identify major global trends and issues that will affect the future of tourism as a development agenda in a destination society or community,
- To analyse trends, issues and challenges so as to offer prospects for its future development in a destination economy
- To facilitate dialogues and knowledge exchange amongst industry practitioners, policymakers and academics so as to promote tourism as an instrument for achieving sustainable development goals.
The event, under the joint umbrella of the UNWTO and PATA, will allow participants to share information, analyse the current tourism situation and map out the next course of action for the future.


Preliminary Programme

General Information Note

Technical Note

Registration Form


Day one (25 October 2018)

Setting the Scene: Tourism Trends Towards 2030

1. Global Tourism Trends in 2018 and Beyond

    Michel Julian, Programme Officer, Tourism Market Intelligence and Competitiveness, UNWTO

2. Asia Pacific Tourism Trends                                                                              

    John Koldowski, Professor, Leshan Normal University, China & Special Advisor, PATA

3. Tourism Education into the 2030s and Beyond                                                                  

    David Airey, Professor, School of Hospitality and Tourism Management, University of Surrey, UK

4. Sustainable Tourism Development – An Overview and Vista towards 2030                                           

    Haitham Mattar, CEO of the Ras Al Khaimah Tourism Development Authority

Panel Session: Human Capital Development Towards 2030

1. Women Leadership in Hospitality and Tourism                                     

    Catherine Cheung, Associate Dean and Associate Professor, School of Hotel & Tourism Management,

    The Hong Kong Polytechnic University, Hong Kong SAR

2. Time Series of Adaptive Entrepreneurship                                                            

     Victor Chua, Managing Partner, Vynn Capital, Malaysia

3. Youth Development through Tourism                                                   

    Chris Bottrill, Director International, Capilano University, Canada & PATA

4. Women in Tourism – A Personal Journey                                                                                   

    Charitha Abeyratne Hettiarachchi, Founder and Chief Executive, Saraii Village, Sri Lanka

Keynote Session: The Future of China Tourism

1. The Future of World Tourism Cities

     YAN Han, Deputy Secretary General of World Tourism Cities Federation    

2. The Future of Village Tourism in China

    Nelson Graburn, Professor, Department of Anthropology, University of California, Berkeley, USA 

3. Yangshuo Sustainable Tourism Development Observatory Report                   

    BAO Jigang, Professor, School of Tourism Management, Sun Yat-sen University, China

4. Constructing a China-ASEAN Tourism Education Community                                                                                         

    CHENG Daopin, President and Professor, Guilin Tourism University, China

5. Wellness Tourism: Current State and Future Development                                                                   

    LING Changrong, Professor, Department of Tourism Management, Business School, Guangxi University, China

Panel Session: Technological Frontiers of Future Tourism

1. From Big Data to Artificial Intelligence in Future Tourism                                               

    Sangwon Park, Associate Professor, School of Hotel & Tourism Management,

    The Hong Kong Polytechnic University, Hong Kong SAR

2. Rethinking Touch Points in a Digital Era: Big Data, Machine Learning and AI

    Ivan Cintado, VP Sales and Marketing APAC, Smartvel, Thailand

3. The Making of Smart Destinations through Big Data                             

    BU Naipeng, Executive Director, Tourism and Service Management Research Center, Shandong University, China

4. How Data is Powering the Next Generation of Travel Marketing                                                                                             

    Irene Lee, Sales Director - North Asia, Adara, Hong Kong SAR

Day two (26 October 2018)

Opening Keynote Session: The Future of Tourism

1. The Future of Tourism

    Ian Yeoman, Associate Professor and futurologist specializing in travel and tourism,

    Victoria University of Wellington, New Zealand

Opening Keynote Session: Achieving Sustainable Development Goals

1. Reducing Inequality through Regional Development: Strategies and Exemplary Practices

    Chattan Kunjara Na Ayudhya, Deputy Governor for Policy and Planning, Tourism Authority of Thailand

2. Gender Equality and Empowerment                                                

    Sarah Mathews, Head of Destination Marketing APAC, TripAdvisor, Hong Kong SAR

3. Human Capital Development for Hospitality and Tourism                                                

    Kaye Chon, Dean and Chair Professor, School of Hotel & Tourism Management,

    The Hong Kong Polytechnic University, Hong Kong SAR

4. Tourism as Quality of Life and Well-being in China´s Social and Economic Development

    TANG Xiaoyun, Chief Statistician and Researcher, China Tourism Academy, China

5. Chines Outbound Tourism from the European Perspective in Light of the EU-China Tourism Year

     Eduardo Santander, Executive Director/CEO, European Tourism Commission

Panel Session: Tourism Policies and Business in the 2030s

1. Growth, Trend and Expectation: Exploring Asia Pacific Hospitality                                                          

    Christine Liu, Regional Manager, North Asia - STR

2. Trends and Challenges in the Culture and Technology Theme Park Sector

    LIU Daoqiang, President, Fantawild Group, China

3. Tourism Policies in Japan and JNTO toward the 2030s                                                                                         

    Zenbon Tei, Director of Global Strategy Headquarters, Japan National tourism Organization

4. Digital: A Growth Driver for Tourism                                                                                              

    Dionisis Kolokotsas, Public Policy and Government Relations, Google Asia-Pacific

5. The Integration of Culture and Tourism: Issues and Reflections

    LI Xinjian, Professor and Dean, School of Tourism Management, Beijing International Studies University, China

Keynote Session: The Future of Technology in/for Tourism

1. Smart Tourism and the Emerging Global Digital Ecosystem                                                                               

    Dimitrios Buhalis, Professor, Department of Tourism and Hospitality, Bournemouth University, UK

2. Smart Tourism 2030                                                                             

    Jason Song, CEO, Drore Information and Technology, China

3. Revitalizing the Tourism Industry through Big Data                          

    Hea-jeang Yun, Senior Vice President, Big Data Business Support Unit, KT Corporation, ROK

4. Implementation of Mobile Positioning Data for Tourism in Indonesia     

    Faruk Alfian, Head of Data Analysis and Marketing Information, Indonesia Ministry of Tourism


Please refer to the presentations of the previous editions of the Forum via the link.