MARKETING INITIATIVES FOR THE 25TH PATA TRAVEL MART

The Pacific Asia Travel Association (PATA) Travel Mart turns a quarter century old in 2002. The 25th Mart will take place on April 9-12 2002 at the Singapore International Convention and Exhibition Centre (SICEC). The event has generated huge revenues for Pacific Asia suppliers since the first Mart in Manila in 1978.

PATA has enlisted the expertise of Mr Gerald Picolla, the original brainchild of PATA Travel Mart to boost PATA member participation. Mr. John Sandford, Chairman of PATA has pledged his support and commitment to promote PATA Travel Mart 2002. This will be achieved through official joint letters of invitation to buyers and sellers and the coordination of country pavilions via PATA regional offices. PATA Board of Director members will be more involved in the promotion of the Mart in their respective countries.

Improved joint-marketing efforts with PATA HQ directors responsible for Asia will be employed to further endorse the Mart. Mr. Sandford said: "We want to provide buyers and sellers a total networking experience at PATA Travel Mart. PATA is dedicated to constantly improving the quality and diversity of the Mart."

Chairman's Aid for PATA Travel Mart 2002 will include DPR Korea, Bangladesh and the Mekong region managed by Agency for Coordinating Mekong Tourism Activities (AMTA). Chairman's Aid will also be extended to the South Pacific islands through the creation of a South Pacific pavilion coordinated by the PATA Pacific Division.

A series of strategic buyer initiatives will be enhanced upon to ensure quality buyers as well as increased buyer attendance. This includes an extensive buyer nomination exercise, collaborations with travel trade journals and tactical direct mailings to key countries. The nomination exercise is being conducted in two phases: Firstly, the PATA member countries (National Tourism Offices) will draw up a list of target buyers they would like to see at the Mart. Secondly, past sellers and PATA Chapters will supply Reed Travel Exhibitions with a buyer wish list. To date, we have received 383 buyer names from seven countries such as Hong Kong SAR, Macau SAR, Nepal and Myanmar.

From the preliminary Buyer Nomination list, traditional buyer markets like the United Kingdom, United States and Germany are represented. The list also reveals that sellers see potential growth markets in Northeast Asia like Japan and China, in South America (Brazil & Argentina) as well as Western Europe (France and Scandinavia). The buyer recruitment efforts will address the markets mentioned.

As the Feature Country for the 25th PATA Travel Mart, Nepal will have a strong presence at the event under the tagline "Mount Everest and More, Experience it in Nepal" which will be featured in all communication materials. PATA Travel Mart 2002 will also serve as a launchpad for Nepal's upcoming tourism campaigns: "Destination Nepal 2002-2003" to promote it as an exotic destination; the United Nations "International Year of the Mountains 2002"; and "Mount Everest Golden Jubilee Celebration 2003," which will commemorate the first conquest of Mt. Everest in 1953 by Sir Edmund Hillary and the late Tenzing Norgay Sherpa.

To showcase Adventure Travel as the Feature Product, an adventure pavilion will be created to house adventure sellers promoting their products and services, and adventure clinics featuring various experts giving educational talks and adventure travel insights, will be set up.

To celebrate the 25th PATA Travel Mart, a new logo has been designed which will be reflected in all communication materials. As part of the festivities, Mr. Picolla will manage a commemorative photo exhibition "Down Memory Lane" by appealing to past buyers and sellers to contribute photographs from previous Marts. He will also oversee fund raising activities for the PATA Foundation which supports local heritage preservation programmes in Pacific Asia.

TravelWeekly East published by Reed Travel Meetings (Asia) will be PATA Travel Mart 2002's Official Media for the second consecutive year. Reed Travel Meetings (Asia) plans to organise a half day educational forum, a hosted buyer group consisting of key international buyers who buy Pacific Asia products and services, a golf tournament and other events to facilitate networking. The group will tap into TravelWeekly China to deliver new and established buyers from this burgeoning market. For the first time, both parties will work on joint packaging of space and advertising.

About PATA Travel Mart

PATA Travel Mart is held from 9-12 April 2002 at the Singapore International Convention and Exhibition Centre (SICEC). PATA Travel Mart is organised by the Pacific Asia Travel Association and managed by Reed Travel Exhibitions.

The Mart serves as a networking platform for both buyers and sellers to meet and contract to increase visitor arrivals and revenue in Pacific Asia. Its appointment-based format enables participants to maximise their time together.

Nepal is the Feature Country and Adventure Travel the Feature Product.

PATA Travel Mart celebrates 25 years next year since its inception in 1978, to be held in Singapore for the fifth time, since Singapore won the bid to host it for 10 years from 1998 onwards.