PATA partners with World Centre of Excellence for Destinations

Tuesday, 16 November 2010 23:45 -     - {{hitsCtrl.values.hits}}

The Pacific Asia Travel Association (PATA) has partnered with the World Centre of Excellence for Destinations (CED) to help its member destinations achieve sustainable tourism practices and reach their maximum tourism competitiveness potential.

PATA has always encouraged and propagated the concept of sustainable tourism to its member destinations.  Increasingly, people are travelling beyond geographical boundaries and cultural barriers. In order for our planet to flourish, the need of the hour is for all of us travel industry professionals to balance environmental considerations with the economic impetus that tourism brings in its wake.

PATA is therefore exceedingly pleased to announce with CED a very special offer that will allow our members to evaluate their destinations using CED’s System of Measures for Excellence in Destinations (SMED) programme.

SMED provides a series of tools allowing destinations to enhance their competitiveness and substantial development of tourism, thereby optimising the social and economic benefits to the local community.

The SMED allows partner destinations to build further upon their metiers and identify the key issues that require to be addressed. In today’s fiercely competitive global tourism market, such information can give destinations a much-needed competitive fillip. The Association is further pleased to state that this initiative is being offered at a very special rate for PATA members.

The SMED focuses on short as well as long-term goals and takes between six-eight months to implement.  The evaluations are done either by academics holding doctoral degrees, or tourism professionals with recognised expertise. Care is taken to ensure their credentials are carefully matched with the destination’s unique characteristics and requirements.

Industry-critical topics to feature at PATA conference

The Pacific Asia Travel Association (PATA)’s 60th Anniversary and Conference, the highlight of the Association’s year-long campaign of events and activities, will focus on some of the biggest issues facing travel-and-tourism executives.  

To be held at the China World Hotel, Beijing , from 9-12 April 2011, the conference programme will include sessions on distribution challenges, changing demographics, aviation, responsible tourism and technology.  

Bringing together more than 1,000 delegates from all aspects of the travel-and-tourism sector, it will also recall the contribution PATA has made over the past six decades, as well as look forward to the role the Association will play in the years to come.  

Leading discussions will be high profile speakers from both within and outside the industry. Speakers already confirmed include Robert Broadfoot, Founder and Managing Director, Political and Economic Risk Consultancy, Ltd; Amitabh Kant, Chief Executive Officer, Delhi Mumbai Industrial Corridor and Ray Hammond, futurist and author.  

Also joining in will be senior executives from Ctrip China, MakeMyTrip India, Global Demographics,, Boeing, Sinotech Group and ComScore, amongst others.  

Taking the theme ‘Building Tourism: Past, Present, Progressive’, the conference is the focal point of a number of activities being held to celebrate PATA’s milestone year.

Said Hiran Cooray, Chairman, PATA: “With 60 years of history behind us, we want to take the opportunity to recall the contribution PATA has made to Asia Pacific tourism, as also to look ahead and consider what role PATA will play in the years to come.”  

Since its 1951 inception in Hawaii , PATA has grown from a group of like-minded travel professionals seeking to realise the potential of tourism in the Pacific region to a global association representing the interests of the ever-growing, ever-exciting Pacific Asia tourism industry.  

Added Cooray: “Contributing to the sustainable development and success of the travel-and-tourism industry in both the Pacific and Asia regions, PATA has become the voice and authority on tourism in the region.”  

For further information about PATA and its 60th anniversary activities please visit stand AS401 or go to