The Pacific Asia Travel Association (PATA) today announces a new Premier Partnership with global travel technology company, Amadeus.
The strategic alliance brings together the leader of Asia Pacific travel and tourism and a leading provider of technology and distribution solutions to the travel and tourism industry.
PATA President and CEO Mr Peter de Jong said he was delighted to welcome Amadeus as a Premier Partner of the association and start developing joint programmes that would benefit the two organisations.
"Amadeus is a vital contributor to the travel and tourism industry, facilitating billions of dollars worth of transactions for airlines, travel agents, hotels and other travel suppliers throughout the Asia Pacific region," he said. "It is also a proven innovator, designing new technology solutions to improve the efficiency and profitability of travel companies around the world."
"We look forward to developing a strong partnership with Amadeus based on our common goals, which include the growth of tourism on a sustainable basis and the reinforcement of the economic value of tourism."
Mr David Brett, President, Amadeus Asia Pacific, said that Amadeus is pleased to be associated with an important industry organisation such as PATA.
"PATA has been a strong advocate for the tourism industry in Asia Pacific, campaigning vigorously on issues such as taxation and health and security threats. It has also built important partnerships with key players across the broad spectrum of travel and tourism," he said. "The partnership reinforces Amadeus' role as one of the main forces helping to shape travel in the region."
Amadeus is the second global brand to become a PATA Premier Partner in the past four months. In August, PATA announced an alliance with Visa International, the world's leading card payment company.
Today's announcement comes at a critical time for companies involved in the travel distribution process, which is undergoing dramatic change. Mr de Jong and Mr Brett agreed that a key area of co-operation would be the sharing of intelligence.
Other areas will include mutual brand building, high-level networking with Partners and association members, and advocacy on industry issues. The partnership agreement is for two years, effective from January 1, 2006.
Through the Premier Partnership programme, PATA seeks to form strategic partnerships with international brands that supply services to the travel and tourism industry. As well as Visa International, Amadeus joins global media companies, CNN International, TIME and FORTUNE as Premier Partners.