PATA TRAVEL MART EDUCATIONAL FORUM TACKLES KEY ISSUES

The 24th Pacific Asia Travel Association (PATA) Travel Mart opened today with tourism leaders stressing the importance of marketing, environmental protection, regional promotions and training initiatives in a region where tourism arrivals are growing at twice the global average.

Ahead of buyer-seller appointments, which start on April 4, delegates took the opportunity to attend the all-day interactive PATA Travel Mart Educational Forum, which focused on destination marketing, management and the role of aviation.

Keynote speaker Mr. John Morse, Managing Director of the Australian Tourist Commission, told delegates that effective marketing is paramount, especially branding. He said the industry should cultivate alliances, create events and sports tourism, build regional cooperation and embrace the changing needs of aging tourists.

The travel empowerment of the over-55 age group was picked up by PATA CEO Mr. Joseph A. McInerney, who said that environmental and social degradation, the increasing power of aviation and the media, and the strategic role of operational alliances would shape the future of tourism.

Forum organiser and moderator, Ms. Yeoh Siew Hoon, Editorial Director of Reed Travel & Meetings Asia, said the aim of the forum was to address key business issues affecting tourism in this part of the world. "Frankly, the industry is not very aware of how important aviation is to them." She added: "It was a lively discussion. People expressed their concerns about regional promotion, environment and training in emerging destinations."

With the conclusion of the forum, the focus shifts to two-and-a-half days of pre-scheduled buyer-seller appointments.

The 24th PATA Travel Mart has attracted 262 seller companies (69 of which are new to the show), with a total of 509 seller delegates from 33 countries. Of the 274 buyers from 49 countries, 102 are new buyers to PATA Travel Mart. More than 100 buyers offer health and spa holidays. Wellness and spa is the feature product of this year's Mart.

"It's an excellent turnout," said Mr. McInerney. "People here are very optimistic about tourism trends in our region."

Tourism Malaysia is also offering buyers and media a diverse range of complimentary post-Mart tours to Malaysia, the feature country of the 24th PATA Travel Mart.