Bangkok, Thailand, January 23, 2026 / TRAVELINDEX / The Pacific Asia Travel Association (PATA) is brokering a new partnership agreement with the Phuket Hotels Association (PHA), a non-profit organization representing a variety of hotels on the island of Phuket in southern Thailand.

The Memorandum of Understanding (MoU) signed by PATA CEO Noor Ahmad Hamid and Jayne MacDougall, Managing Director of PHA, establishes a reciprocal partner membership between the organizations.

Hamid said: “As one of Thailand’s most sought-after island destinations, Phuket’s hospitality industry is a cornerstone of the economy. With this partnership, we pave the way for collaboration with the Phuket Hotels Association in its mission to promote and strengthen Phuket’s position as a destination known for its high-quality offerings and sustainable practices.”

MacDougall said: “The formalization of a partnership with PATA is an important step towards promoting shared goals in responsible tourism, regional cooperation and innovation, and strengthens long-term outcomes for Phuket and the entire region.”

The agreement supports joint activities, including the mutual promotion of events and, where appropriate, the participation of speakers. Representatives and members of PATA and PHA will have the opportunity to network at networking events and annual meetings; registration will be supported in accordance with the agreement.

Furthermore, the partnership promotes the exchange of knowledge. It enables the PHA to share selected tourism research results and insights with the PATA network quarterly via exclusive member newsletters and relevant online channels.