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PATA Enhances Action Plan for the South Pacific:
New CEO Sets Roundtable Meetings throughout Region
SAN FRANCISCO, Calif., January 13, 1998--The Pacific Asia Travel Association (PATA) is expanding its multifaceted marketing and communications programme to encourage international travel to Asia and the Pacific, according to Mr. Joseph A. Mclnerney, PATA Chief Executive Officer.

The "PATA Action Plan" is a series of short-term, tactical marketing and communications programmes designed to assist PATA member destinations impacted by the recent currency devaluations, the stock market upheaval and fire-related haze in areas of Southeast Asia, which have hurt the travel and tourism industry throughout the PATA region.

A number of the enhancements are focused on assisting the South Pacific members overcome the drop in arrivals from the Asia outbound markets impacted by the current economic situation. Particular emphasis will be placed on encouraging travel from the long-haul markets in Europe, North and South America, as well as emerging markets in Eastern Europe, Southern Africa and the Middle East.

In addition, Mr. McI nerney will be conducting a series of meetings with tourism and business leaders throughout the Pacific. The open forum meetings scheduled for January include, Nadi, Fiji; Brisbane, Cairns, Perth, Melbourne and Sydney, Australia; and Auckland, New Zealand. Similar meetings have been held in Southeast Asia and additional sessions will be conducted throughout the first half of 1998 in East Asia, Northeast Asia, South Asia and North America.

"The Action Plan will evolve further based on the input we receive from the membership during the roundtable sessions," Mr. Mclnerney said.

A sampling of current elements of the plan include:

  • International publicity efforts to consumer and trade media to emphasize the affordable nature of Pacific Asia. In addition, the PATA "What's New in Pacific Asia," will place special emphasis on bargains and promotions being offered by PATA members. "What's New" is distributed to PATA's international media mailing list and is also posted online for consumers at under "Travel News"
  • The listing of special bargains and promotions will also be provided to all 79 PATA Chapters for distribution to member travel agents.
  • Will be organising PATA "villages" or other levels of participation at 23 travel trade shows throughout Europe and the Middle East during the next six months. Promotion will focus on the outstanding travel value offered by PATA member destinations.
  • In North America, PATA villages will be incorporated into a number of outbound trade shows, while PATA Chapters will organise special presentations to help a number of the impacted PATA destinations reach local travel professionals.
  • During 1998, PATA-organised trade missions will be conducted to Mexico South America, and Southern Africa promoting travel to Pacific Asia.
  • From October 1997 to May 1998, PATA will conduct a number of major working media trips with North American and European journalists to help promote travel to the region.
  • PATA is offering member destinations a "Crisis Task Force," an individually arranged group of communications and marketing professionals to counsel destinations on specific marketing plans to encourage international travel.
  • PATA Chapters in the Americas and Europe are being encouraged to provide special presentation opportunities for PATA member NTOs focusing on the affordability of travel to the region.
  • A PATA booth will be taken at New Zealand's major travel show, TRENZ, in June 1998.
  • PATA's Pacific Tourism Exchange, June 13-14, is being expanded to source new product and a wider range of buyers from throughout the globe. Travel agent briefings will also be added to the event.
  • PATA and TIME are collaborating to offer Communicators Workshops throughout the region. The two-day workshops are designed to help mid-level public relations employees improve their media relations skills. A May Workshop is planned in Nadi, Fiji ,targeting delegates from the South Pacific island nations.
  • In conjunction with the Communicators Workshop, the host destination will have the opportunity to hold a single-day Media or Product Promotion workshop. Media Workshops are designed to explain the importance of tourism to local consumer and trade media, while Product Promotion Workshops will help PATA members more effectively promote their travel products.
Pacific Asia Travel Association
Bill Hastings / Lyn Hikida
PATA Communications

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