Image Credit: PATA
From 18 to 20 August 2026, over 1.100 international travel leaders, government officials, and tourism stakeholders converged at the Borneo Convention Centre Kuching (BCCK) in Sarawak, Malaysia, for the 49th edition of the PATA Travel Mart (PTM 2026).
Representing the definitive authority on faith-conscious travel, Fazal Bahardeen, Founder and CEO of CrescentRating and HalalTrip, attended the flagship event to engage with regional decision-makers and advocate for inclusive & sustainable travel models across Asia Pacific.
About PATA Travel Mart 2026
Organized by the Pacific Asia Travel Association (PATA), PATA Travel Mart is Asia Pacific’s longest-running international travel trade exhibition. The 2026 edition marked a historic first for the state of Sarawak, co-hosted by the Sarawak Tourism Board (STB), endorsed by the Ministry of Tourism, Creative Industry and Performing Arts of Sarawak, and supported by Business Events Sarawak.
The landmark gathering coincided with major industry milestones, including PATA’s 75th Anniversary, STB’s 45th year of PATA membership, and Malaysia's national Visit Malaysia 2026 campaign.
At a glance, the event was attended by:
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1,100+ delegates from 48 countries and destinations
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221 buyers across 215 companies from 29 source markets
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365+ sellers representing 200+ destinations & organizations
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4,000+ scheduled B2B contracting appointments
Alongside the trade floor, the PATA Knowledge Forum examined the operational horizon under the theme “The Next Era: Impactful Partnerships, Purposeful Growth,” spotlighting technology integration, community-centered tourism, and regenerative destination development.
Championing Inclusivity on the PATA Board
CrescentRating’s active presence at PTM 2026 reflects its strategic role within the PATA Executive Board. As an active board member, Fazal Bahardeen works closely with executive peers to bridge mainstream Asia Pacific tourism planning with the high-growth Muslim travel economy.
With the global Muslim travel market scaling toward 262 million international arrivals and USD 310 billion in annual expenditure by 2030, CrescentRating continues to anchor high-level discussions around:
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De-Averaging Traveler Personas: Highlighting that faith-conscious travel extends far beyond basic dietary compliance to encompass multi-generational family dynamics, solo female explorers, and sports tourism.
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Destination Activation: Encouraging regional tourism boards to implement the ACES Framework (Access, Communications, Environment, Services) to eliminate travel friction and enhance universal accessibility.
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Algorithmic Visibility: Ensuring destination marketing organizations (DMOs) structure their digital assets so next-generation AI agents can discover, verify, and recommend faith-compatible offerings in real time.
Bahardeen's engagements in Kuching also reinforced regional collaboration across Borneo, following closely on the heels of the inaugural Borneo International Halal Showcase (BIHAS 2026) held in the state capital just weeks prior.
Advocating an Inclusive Travel for All
As the global tourism landscape shifts toward values-aligned mobility, PATA Travel Mart 2026 provided an essential platform to align commercial contracting with inclusive destination development. Through its leadership on the PATA Board, CrescentRating remains committed to helping destinations worldwide dismantle travel barriers, embrace digital transformation, and welcome the next generation of travelers with confidence and trust.
