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PATA Pledges to Expand Marketing and Distribution Efforts Following Successful Roundtable Meetings in Asia
SAN FRANCISCO, December 23,1997-- The Pacific Asia Travel Association (PATA) will expand marketing and communications programmes to further assist members of the Association affected by the recent economic downturn in Asia, according to Mr. Joseph A. Mclnerney, PATA Chief Executive Officer.

Following a series of meetings with industry leaders in seven PATA-member nations, Mr. Mclnerney reaffirmed PATA's ongoing effort to encourage travel to the region with short-term tactical marketing and communications programmes and longterm strategic planning. In addition, the Association will act on ways to develop strategic ties with other organisations to expand industry training and educational opportunties.

"Many of our 2,200 members have been hit by the recent economic situation in Asia," he said. "We announced an initial Action Plan in late November, which was wellreceived during the industry meetings. We now plan to take some of the member comments and suggestions and incorporate them into the next phase of the plan."

According to Mr. Mclnerney, PATA's initial efforts are directed at focusing industry and consumer attention on the "affordability of travelling to Pacific Asia."

"Much of our region has had a reputation of being expensive," he said. "That is no longer the case, between the devaluation of some currencies and the array of special offers being afforded to travellers visiting the region."

According to Mr. McI nerney, PATA will promote member travel packages and special rates through the Association's "What's New in Pacific Asia" release and online at PATAnet (, special marketing programmes with PATA Chapters and participation in travel sales events throughout the globe.

Open forum meetings were held in Jakarta and Bali, Indonesia; Singapore; Kuala Lumpur, Malaysia; Bangkok, Thailand; Macau; and Hong Kong. In January, Mr. Mclnerney will conduct similar sessions in Australia, New Zealand and Fiji, followed in February with meetings in Japan, Republic of Korea, Chinese Taipei, Hong Kong and the People's Republic of China. Meetings in South Asia will be held in late April and early May.

Pacific Asia Travel Association
Bill Hastings/Lyn Hikida
PATA Communications

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