The Pacific Asia Travel Association has released a free digital film series on tourism, made with the content company Content With Purpose. Titled “Pacific Asia: Tourism with Purpose,” it went live on Sept. 8 in the year PATA marks its 75th anniversary, after a preview at PATA Travel Mart 2026.
The films mix documentary footage, expert interviews and case studies. They ask how tourism can cope with climate pressures, shifting traveller expectations, fast technological change and demand for more inclusive, resilient growth. Content With Purpose produced the series, and destinations, tourism bodies, schools and businesses contributed.
The stories come from several places. One looks at community-led responses to overtourism in Hawaii. Another follows tourism enterprises in Lao PDR that tie conservation to local livelihoods. The Philippines and Thailand supply destination models that rethink the relationship between people and place. Students and educators examine how tourism can preserve cultural identity, and a Marianas film explores how Indigenous knowledge continues to shape stewardship there. Hospitality businesses appear too, redefining sustainability and luxury.
Content partners named in the series are the Hainan University-Arizona State University International Tourism College, the Hawai’i Tourism Authority, Hong Kong Metropolitan University’s Lee Shau Kee School of Business and Administration, the Marianas Visitor Authority, Song Saa, The Luxury Signature and Travelife.
Interviewees include PATA CEO Noor Ahmad Hamid, Insook Lee of the Korea Tourism Organization, Karen Yu of TTG Asia Media, Deepak Joshi of the PATA Nepal Chapter, Soon-Hwa Wong, PATA Ambassador for Greater China, and Yang Li of Booking.com.
“The most powerful stories in tourism are not about the places people visit; they are about the people who care for those places,” said Max Smith, founder and managing director of Content With Purpose.
Hamid said the series reflects PATA’s commitment to sharing knowledge and showing practical solutions, and that he hopes it inspires others to help build a stronger, more resilient visitor economy.
PATA says the audience includes tourism professionals, destination management organizations, government leaders, educators, researchers, students and investors. The announcement did not give an episode count or running time.
