The Pacific Asia Travel Association (PATA) has taken a significant step forward in promoting sustainability within the travel and tourism sector by officially partnering with the SUNx Institute. This important collaboration was formalized through a Memorandum of Understanding (MOU) signed at the PATA Annual Summit 2025 in the vibrant city of İstanbul, Türkiye. This partnership highlights the shared commitment of both organizations to enhance climate resilience and foster sustainable development throughout the rapidly evolving tourism industry.

The agreement was signed by two influential leaders: Professor Geoffrey Lipman, President of SUNx Malta, and Noor Ahmad Hamid, CEO of PATA. Their joint effort underscores a powerful message about the necessity of global collaboration to confront and mitigate the ongoing climate crisis that poses significant risks to the future of travel and tourism worldwide. This partnership is strategically aligned with the United Nations’ Sustainable Development Goal 17, which calls for strengthened partnerships and cooperation to achieve all sustainable development targets.

By joining forces, PATA and SUNx Institute aim to leverage their unique strengths to drive innovative solutions that encourage environmentally responsible tourism practices. The partnership will focus on creating awareness, sharing best practices, and developing initiatives that help industry stakeholders reduce carbon footprints, adapt to climate change impacts, and promote the conservation of natural and cultural heritage.

This alliance is particularly timely as the tourism sector faces mounting pressure to balance economic growth with environmental stewardship. The collaboration between PATA and SUNx will provide a platform for knowledge exchange and strategic action, empowering travel businesses, governments, and communities to implement sustainable policies and practices. Together, they seek to inspire a resilient and inclusive tourism future that benefits both people and the planet.

Ultimately, the PATA-SUNx partnership represents a bold commitment to embedding sustainability at the core of travel industry development. It sends a clear signal that only through cooperative, purposeful partnerships can the sector overcome climate challenges and thrive responsibly in the years ahead. This initiative promises to shape a new chapter of eco-conscious growth that supports global climate goals while fostering vibrant and sustainable tourism experiences across the Asia-Pacific region and beyond.

“We are proud to partner with Professor Geoffrey Lipman and the SUNx team, whose dedication to climate resilience and Climate Friendly Travel continues to inspire meaningful change across our industry,” said PATA CEO Noor Ahmad Hamid. “This collaboration is more than a formal agreement, it is a shared commitment to invest in the future. By working with SUNx, PATA hopes to empower the next generation of travellers to be responsible, resilient, and climate conscious global citizens who continue to pursue best-practices that promote and foster sustainable tourism.”

Central to this partnership is a shared commitment to the Dodo4Kids education initiative, aimed at educating children and their families about Climate Friendly Travel (CFT). PATA and the SUNx Institute will collaborate to broaden climate awareness and integrate sustainability concepts from an early stage, fostering a new generation of mindful travelers and environmental advocates by providing engaging animations and essential educational resources.

Professor Geoffrey Lipman said, “We are all in this together, as we grapple with the intensifying challenges of a climate constrained world. And we know that our kids and grandkids will have to face tougher climate driven realities. Dodo4Kids helps prepare early learners to fight the good fight through Climate Friendly Travel that responds to extreme weather in a sustainable and nature positive way. It’s a perfect fit with PATA’s vision of a meaningful future.”

Alongside Dodo4Kids, the partnership paves the way for expanded cooperation on common goals, including joint campaign promotion and coordinated event planning. It emphasizes a pledge to foster clear communication and openness, while preserving the autonomy and core values of each organization.

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