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:
Pacific Asia Travel Association
Bill Hastings / Lyn Hikida
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 www.pata.org
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
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
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.
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