The CEO of the Pacific Asia Travel Association (PATA), Liz Ortiguera, highlights how PATA is engaged in a strategy for the recovery in the travel industry.
First elected Asian female CEO of the Pacific Asia Travel Association (PATA). Liz Ortiguera took up her position in May. Her immediate task is to drive the Asia-Pacific tourism industry out of one of the most turbulent times in its history.
1 – PATA Crisis Resource Center :
Launched in May 2020, the resource centre is available to members and provides recovery playbooks for all travel industry players with tool kits covering communications, marketing or health among others.
2 – Government Members Only Roundtable:
PATA conducts regular roundtable series to share insights and exchange ideas across destinations on restarting travel. The roundtable helps to support destination members by sharing insights with experts.
3 – Innovation Workshop Series and Innovation Hub for Members:
Innovation Series are workshop-style webinars designed to deliver practical information on topics such as digital marketing, COVID-19 Safe best practices, resiliency skills or destination development. It is complemented by the Travel Innovations Hub – crowd-sourced travel innovation ideas.
4 – Ongoing Industry Trends and Forecasts for Members:
With the ever-changing status of multiple elements influencing our recovery, PATA recognises the need for frequent and diverse expert-advised trends and forecast reporting. Through live webinars and research reports supported by a vast network of industry experts, PATA will continue to regularly deliver expert-sourced intelligence reporting to keep members informed.
5 – Vaccine Equity Initiative supporting COVAX/UNICEF :
Fundamental to the region’s recovery is vaccination. PATA provides its support to the COVAX/UNICEF initiative in the form of advocacy, industry education, fundraising and, if required, logistics sourcing.
6 – PATA Global Community Connections:
Like the rest of the world, PATA was forced to make a big pivot from offline/real life interactions at physical events to online webinars. Hybrid events, engaging technology platforms and content bring the members together globally and in smaller forums to support business development.
7 – Knowledge Share / Collaboration with Global Organisations:
PATA works with World Bank, ADB, GIZ and other development organisations/consulting firms on industry leading topics to support the recovery. It is also part of the Global Tourism and Travel Task Force meetings along with WTTC, IATA, ACI, WEF or ICAO.
8 – Tourism Destination Resilience:
In April, PATA launched a project to respond to the need for a more resilient tourism industry that addresses not only the current COVID-19 pandemic, but the next possible crisis. A team of 20 experts provides a framework to be launched in four PATA member destinations. The project addresses pillars of resilience including: Environment, Economy, Community, Visitors and Health & Safety.