Pata aims to expand Mideast presence


The Pacific Asia Travel Association (Pata) will make its debut at the MTF this month as part of its efforts to expand the group's presence in the Middle East.

The association has recently also set up a chapter in Saudi Arabia and aims to set up more Pata chapters in the region, said Michela Marcolina, its director Europe.

"Pata is an international non-profit member organisation which aims to enhance the growth, value and quality of Pacific Asia travel and tourism for the benefit of its members," said a Pata spokesperson.

The group which has its operational headquarters in Bangkok and the administrative HQ in Oakland, California, has its members Asia Pacific hotels and hotel chains, NTOs, carriers, tour operators and travel agents dealing with inbound and/or outbound tourism to Asia, as well as other tourism-related organisations.

Among its current initiatives is the setting up of the Pata Task Force. This is a volunteer group of industry professionals and experts who provide recommendations to destinations from an external, neutral perspective, on issues such as marketing and product development.

Pata operates through four operational divisions - Europe, Asia, the Pacific and the Americas - working to generate new business for member destinations, products and services.

The Europe division, based in Monaco, generates a wide mix of events and programmes designed to promote travel to Pacific Asia destinations, such as:

  • Pata stands at major travel trade shows in Europe and the Middle East;

  • Table-top workshops and go-betweens held in the interim between major trade shows to help members maximise their contacts in Europe;

  • MICE forums and marts that showcase Pacific Asia MICE destinations to European buyers;

  • Sales missions to build interest in Pacific Asia among new markets such as Central Europe and the Middle East;

  • Destination education workshops held during trade shows; and

    Management training seminars.

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