SAN FRANCISCO, Calif., September 8, 1997--The Pacific Asia Travel Association (PATA) Board of Directors has approved the recommendations of an appointed Chairman's Task Force report reviewing the strategic and tactical direction of the 46 year-old Association.

The report culminates more than a year of study conducted by a group of industry leaders on how PATA, one of the world's largest public/private sector tourism associations, is meeting the needs of a very diverse membership in light of a changing region and marketplace

Using PATA's Direction 2000 Report issued in 1990 as a benchmark, the Task Force issued 11 recommendations, including:

• PATA headquarters be relocated to Asia to bring PATA closer to its membership and in response to views of a strong majority of the membership. The implementation plan for the move to be developed. PATA will maintain marketing offices in North America, Europe, Asia, Northeast Asia and Australia.
• The membership structure be reviewed to ensure that dues are commensurate with the value provided.
• The PATA Intelligence Centre, recently relocated to Singapore, focus on assembling and building on existing studies and data, in order to act as the source of information and expertise, and to support strategic issues.
• Communications and publications programmes to be strengthened to publicise PATA achievements both within the membership and to outside parties.
• PATA form alliances with outbound tourism organisations to promote outbound tourism in markets.
• Construct a flexible, three-year rolling business plan as soon as possible. Currently there are one-year business plans.
• Clarity needs to exist in understanding the distinct roles of the Chairman, the Board, the Executive Management Committee and the President.
• To ensure PATA activities effectively and directly benefit the membership, the Mission Statement to be amended to read as follows: "Enhance the growth, value and quality of Pacific Asia travel and tourism for the benefit of the membership of PATA."
• The following objective for the remainder of this decade be adopted: "Reinforce PATA's value to members through a finer focus on their needs in line with the Vision and Mission Statement."

In anticipation of the recommendations, 1997/98 PATA Chairman Mr. Jon Hutchison, Managing Director of the Sydney Convention & Visitors Bureau, will appoint a Chairman's Task Force II to research and recommend ways PATA can bring greater benefit to the "core" members, including National Tourist Organisations and the carriers.

"This process has been a very positive experience," Mr. Hutchison said. "With the changes taking place in our region and industry, the recommendations and resulting modifications will help PATA to remain a relevant industry force."

The Chairman's Task Force was appointed by 1996/97 PATA Chairman Mr. Andrew Drysdale, Managing Director of Air Pacific. Mr. Paul Casey, President of Hawaiian Airlines, served as Chairperson.

Members included

Mr. James Brennan, Vice President, United Airlines, Japan; Mr. Tunku Iskandar, Managing Director, Melewar Leisure, Malaysia; Mr. Inder Sharma, Chairman, Sita World Travel, India; Mr. Kiyomi Sugahara, President, Jetour, Japan; Mr. Lakshman Ratnapala, President & CEO of PATA; and Mr. Hutchison. Mr. John King, Managing Director of Tourism & Aviation Management, acted as the facilitator for the group.

Founded in 1952, PATA represents 100 national, provincial and local tourism organisations, 75 carriers and more than 2,200 companies. In addition, the Association has 17,000 Chapter members in 79 Chapters located throughout the globe.