News @ PATA

May 21, 04 | 11:17 pm

PATA Chapters Set to Strengthen
A three-year Chapters Integration Plan is now underway, following approval by the PATA Board of Directors, April 18, on Jeju Island, Korea (ROK). PATA Vice President-Development, Mr. Peter Semone (pictured), said: “PATA knows what it is to be enriched by a powerful chapter network, connecting the organisation with local markets, travel distribution channels, the media and consumers. Chapters must continue to play a critical role in the development of travel and tourism in Asia Pacific.” Mr. Semone added: “A strong global Chapter network is also vital to the achievement our 2004/2005 Business Plan and membership growth projections. As the world of travel changes, we need to ensure that all our chapters are helping to achieve our new strategic objectives and directions.”

How the Chapters Integration Plan Works
The Chapters Integration Plan seeks to progressively grow the number of Chapter members signing on as PATA members in the period 2004-2007. By the 54th PATA Annual Conference in Macau, 2005, the plan calls for all chapters to be in compliance with the 1991 criteria for chapters (see next item). By 2006, 50% of chapter-only members must be PATA members under the plan. By 2007, chapters should be fully integrated, with 100% of members as PATA members. Chapter leaders will soon receive a letter from PATA headquarters providing full details of the Chapters Integration Plan.

It’s Back to a Networked Future
Chapters were created as national groupings of PATA members in 1957. They quickly proved their worth as powerful distribution channels for both products and messages and served as important stepping stones into new markets for fellow PATA members. In 1991, the PATA Board of Directors passed a resolution allowing non-PATA members to become chapter-only members. However, there were compliance responsibilities:-

• The Chapter Chair and Vice-Chair must be PATA members

• A minimum of 10 Chapter members must be PATA members

• An updated membership roster, and minutes of Chapter meetings, must be filed with PATA headquarters

As of 2004, only two of PATA’s 70 chapters – the equivalent of 3% of the network – complied with all three of these requirements.
     “In hindsight, it’s fair to say that PATA should have paid more attention to the maintenance of its relationship with the chapters,” said Mr. Semone. “Nonetheless, we are now committed to rebuilding a strong and strategically sound partnership.” He said a good example of strategic alignment between PATA and a chapter was the work of the PATA UK Chapter, which has taken a strong lead on the issue of travel advisories.

Be Part of a Bigger PATA
Chapter members currently include tour operators, national and regional tourism organisations, airline and airport representatives, hoteliers, retail agents and trade media. Mr. Semone said the majority of chapter members are likely to join the “industry” category of PATA membership. However, PATA will introduce a new membership category specifically catering to retail (outbound) travel agents. This is part of an overhaul and simplification of PATA membership categories and fees, details of which will be communicated in the coming weeks. 
     PATA will appoint a dedicated staff liaison to manage the implementation of the Chapters Integration Plan and to provide ongoing support to chapters. “This will free up PATA’s regional directors to focus on core tasks, such as promoting PATA Travel Mart and products from the Strategic Intelligence Centre, liaising with current members, recruiting new members and Allied Partners, and exploring other strategic opportunities,” said Mr. Semone.

PATA Reveals Four Trends and the ‘New Normal’
PATA President and CEO, Mr. Peter de Jong, said there were four major trends likely to drive travel and tourism over the next 10 years: The rapid opening up of China (PRC) and India as both source markets and destinations; the increasing importance of intra-regional travel; the impact of low-cost carriers, new long-range aircraft and the further liberalisation of aviation; and crisis and volatility.
     Mr. de Jong was addressing delegates at the Tax Free World Association (TFWA) Asia Pacific conference at Suntec Singapore, May 18. “We can see that China, India and aviation changes will continue to drive growth within our industry,” he said. “However, tourism in the last few years has not been the sunrise industry many investors had hoped it would be. The reality of the new world order is that crisis – triggered by health, security, economic or other threats – is here to stay. This is the ‘new normal’.”
     The PATA chief outlined a course of action needed to realise a “bright and prosperous future”:

1) Forge unity and speak with one voice
2) Respond quickly in times of crisis and work to pre-empt crises
3) Develop better media relations skills
4) Continue to liberalise and open markets
5) Preserve and enhance cultural and natural resources.

PATA Task Force to Assess Central Java
A PATA task force will visit Central Java in Indonesia next week. The objective is to assess Central Java’s tourism assets and recommend marketing and product development policies to the Central Java Tourism Office, which requested the task force. The initiative is supported by the Ministry of Culture and Tourism of Indonesia. The world’s largest Buddhist structure, Borobudur, is in Central Java. Task force members include Mr. Richard Engelhardt, UNESCO, Bangkok; Mr. Ludwig Rieder, Asia Pacific Projects, Manila; Mr. Niclas Svenningsen, UNEP, Bangkok; and Mr. Ken Scott, from PATA headquarters.

De Jong to Focus on China (PRC) at Gate One Event
PATA President and CEO, Mr. Peter de Jong, will encourage the travel and tourism industry to track shifts in China (PRC)'s demographics, the structure and size of Chinese household units and the impact of education and urbanisation on Chinese incomes and expenditure patterns. “The market in China will grow in both size and influence,” he said. “What we as marketers need to come to grips with are the forces and the dynamics behind this. It does us little good to be on the back-edge of the business cycle. We need to be in front, ready to tackle any opportunity (and threat) as it appears.”

     At the Gate One Conference at Suntec Singapore, May 21, Mr. de Jong will present some of the demographic and socioeconomic forces at work in mainland China (PRC). The May 20-21 event is organised by the Tax Free World Association and Airports Councils International. For more information, please e-mail gateone@tegworld.com .