The Pacific Asia Travel Association (PATA)’s role as a membership association was the focus of discussions at the first plenary session of the PATA 60th anniversary and Conference yesterday, at the China World Hotel, Beijing.

Taking the anniversary theme ‘Building Tourism: Past. Present. Progressive’, Plenary 1 considered PATA’s impact over the past 60-years, its relevance today, and its commitment to the future.

Introducing the session, lead presenter Robert Broadfoot, managing director, Political and Economic Risk Consultancy, Ltd, provided an overview of some of the key factors influencing the changing landscape of the region’s travel and tourism industry. His presentation focussed closely on major infrastructure developments in China over the course of the next 10-years. This included massive investment in the country’s railways, airports and energy security, which would certainly offer new opportunities to the tourism industry and the country as a whole.

Participating in the panel discussion that followed were representatives of different sectors within the travel and tourism industry, such as government, carrier, hospitality and industry, as well as Tavalea Nilon, the PATA 2011 ‘Face of the Future’ winner and Jon Hutchison, a PATA Life member. The session was moderated by TIME magazine’s Liam Fitzpatrick. Each of the representatives discussed the challenges faced by the industry as a whole, as well as the role of PATA over the years.

Said Hutchison, chief executive officer of Business Events, Sydney: “We cannot underestimate the role of PATA. The region is changing constantly, and PATA should be part of that change by realigning itself.”

Also participating in the debate was Hans Lerch, vice chairman and chief executive officer, Hotelplan Holding AG, who represented the industry sector. He expressed his concern over the big changes that are making an impact on the tourism industry. Said Lerch: “There has been a shift from Europe to Asia as big volumes of tourists are now coming from Asian countries.”

Said Chanin Donavanik, CEO, Dusit International, and representing the hospitality sector on the panel: “Many more Asians will travel in the next few years, and I don’t know how we can cope with that kind of rapid growth. Perhaps that’s something that PATA can help us address.”

David Scowsill, president and CEO, WTTC said: “It’s important for associations like PATA and the WTTC to beat the drum together to enable tourism to be recognised as a significant economic contributor.

Said Marcio Favilla, executive director (External Relations and Partnership), UNWTO: “The Asia Pacific is getting a bigger share of the tourism pie. Thirty years ago, 70% of travel was within advanced economies. Last year, 53% of travel came from developed countries and 47% from emerging economies. In no time, the percentage will be broken down to a 50-50 split.”

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