TRAVEL AND TOURISM INDUSTRY RALLIES TO REBUILD CONSUMER CONFIDENCE THROUGH AAPA CAMPAIGN

- Campaign underscores importance of the industry to Asia --

The travel and tourism industry has evolved into an economic cornerstone of many Asia Pacific countries and it is crucial that the industry is quickly revived from the current decline and returns to sustainable profitability levels as soon as possible, said Richard Stirland, Director General of the Association of Asia Pacific Airlines (AAPA).

Speaking at the panel discussion this morning, Mr Stirland said the events of September 11 had had a widespread effect on the traffic of airlines worldwide. But the ensuing downturn and subsequent effect on travel and tourism is an industry-wide challenge.

"We need to reiterate that the travel and tourism industry has evolved into a cornerstone of most Asian markets. The growth of the industry runs almost parallel to the growth of the economy because the industry acts as an economic catalyst by promoting leisure and business activities," Mr Stirland said.

"In this respect, the AAPA has taken a leadership role in bringing other industry partners together to address the issues at hand," he added.

Mr Stirland said this campaign aims to help consumers better understand the value of travel, both intrinsic values such as face-to-face meetings with family and friends, as well as other positive effects such as strengthening of ethnic and cultural links between countries.

Given that the travel and tourism industry in South-east Asia is estimated to have provided more than 18 million jobs or eight per cent of total employment in 2001, as highlighted by the World Travel and Tourism Council, continued efforts must be made to convince consumers that travel is safe, fun and essential for the economies' well-being, Mr Stirland added.

About the AAPA

The AAPA is a grouping of 18 scheduled international airlines based in the Asia-Pacific region. It is the trade association of the region's airlines, created to represent their interests and to provide a forum for all members to exchange information and views on matters of common concern.