The 20th UN Tourism and PATA Forum on Tourism Trends and Outlook is set for October (19-21), 2026, at the Shangri La Hotel in Guilin, China, where tourism policymakers, industry professionals, academics and researchers will gather to understand how artificial intelligence (AI) and digital transformation are transforming the tourism industry.
To be held under the theme “The Next Frontier: Travel Trends in the Age of Artificial Intelligence,” the anniversary edition will highlight emerging travel patterns, destination competitiveness, digital tourism platforms and the use of data to guide tourism policies and business strategies. The forum will give stakeholders from governments, academia and the private sector a platform to discuss the opportunities and challenges presented by the growing role of AI in how travel is planned, marketed, experienced, and managed.
Forum to Discuss AI’s Influence on Tourism
The three day event will look at the impact of artificial intelligence and digital platforms on travel behavior, tourism marketing and destination management in Asia and the Pacific. The forum will examine how tourism authorities and businesses can leverage data to understand visitors’ preferences, improve market strategies and enhance destination competitiveness, and the policy and governance challenges associated with the digital transformation of tourism.
The forum’s agenda will also focus on how technological innovation can contribute to more inclusive tourism development, including community based tourism, cultural heritage preservation and regional cooperation across Asia and the Pacific. The program is designed to connect research and market intelligence with actionable approaches tourism destinations and industry stakeholders to respond to changing expectations of visitors.
World Tourism Barometer and Travel Market Trends on Agenda
The program on October 20 will see the presentation of the latest UN Tourism World Tourism Barometer, including the September 2026 edition, and discussions on changing values and tourism policies. A high level round table will explore how policy decisions can shape the future of tourism, and panel sessions will examine the influence of social media, digital platforms and AI on travel decisions, and an examination of tourist behavior using data from the Greater Bay Area Tourism Satisfaction Index.
Another session will delve into understanding Chinese travelers and using data insights to inform market strategies, which will give attendees insight into how destinations and tourism businesses can adapt their products, services and promotional activities to meet the evolving preferences of visitors.The program will also include a welcome dinner to mark the forum’s 20th anniversary.
On October 21, sessions will consider China’s tourism vision for 2030 and the ways new consumer behaviors are reshaping travel experiences. Technical discussions will explore the use of market intelligence and data systems to improve destination management and the role of digital technology in supporting the preservation of endangered cultural heritage through the Digital Dunhuang initiative. Another session will examine how AI and digital platforms can support community based tourism and how innovation can be translated into benefits for local communities. The forum will end with a closing ceremony and a tour of Guilin.
Registration, Accommodation and Travel Arrangements
Attendance is free for delegates from UN Tourism member states and affiliate members of the Pacific Asia Travel Association (PATA), and full time university students enrolled in tourism programs. Academics and practitioners interested in participating or presenting. However, accommodation is not included in the registration, and participants must arrange their stays separately or through the registration form to access the designated hotel rates.
The Shangri La Hotel, the official venue, is offering a delegate rate of RMB 730, approximately US$100, per night for a deluxe king or twin room. City Comfort Inn is also listed as an official accommodation option, with standard rooms priced at RMB 188, approximately US$26, per night. Travelers are advised to check availability and booking conditions using the official registration process.
Transportation between Guilin Liangjiang International Airport and the forum hotel will be arranged for those who submit their flight details through the registration link. The stated deadline for providing flight information is September 30, 2026. Travelers may also consider arriving through Guangzhou Baiyun International Airport or Hong Kong International Airport and taking a high-speed train to Guilin. Participants are advised to check visa requirements for China in advance, considering their nationality and eligibility under China’s visa free entry policy.
Forum Strengthens Regional Dialogue on Tourism’s Digital Future
The 20th edition marks a milestone for the forum, as tourism destinations and businesses increasingly rely on digital tools, online platforms and data analysis to understand and serve travelers. By connecting tourism policymakers and researchers, the event will encourage dialogue on how emerging technologies can be integrated into tourism development and destination management.
The forum’s discussions will also give an opportunity to consider how innovation can support cultural heritage protection, local communities and regional tourism cooperation, as AI becomes more influential in how travel is planned and how visitors can be engaged. As AI becomes more influential in travel planning and visitor engagement, the forum will consider how to balance technological development with effective governance and inclusive tourism development across Asia and the Pacific.
