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PATA launched last year its ‘Next Gen’ initiative at a time of uncertainties for the 60-year old association…
PATA launched last year its ‘Next Gen’ initiative at a time of uncertainties for the 60-year old association. Despite being Asia Pacific’s most global association and a perfect kaleidoscope of the travel industry by comprising representatives from NTOs, hotels, airlines, tour operators, travel insurances, IT companies or media, PATA suffered setbacks in recent years, losing members. “Twenty years ago, we used to have up to 2,000 members with this number slightly fluctuating from one year to another. Today, we roughly have half of that figure. But we have to look at the bigger picture behind just numbers. Today, we also have a very large number of active sponsors and corporate members who provide full support to the association and its activities,” explains Martin Craigs, PATA CEO for now five months.
They are of course explanations about the dwindling number of members. Slow changes within the association’s structure and probably losing its connection with members in the “real world” might explain about PATA weakening influence. “We certainly did not adapt that quick to a fast changing world where technologies and social media are the mantra of our societies today”, acknowledges Martin Craigs.
PATA turn-around is now in full mode. The association communicates increasingly about its core values, a message which probably was diluted over the years. PATA strengths are its network of connections all around the world and specially in Asia; its leadership in research thanks to an intelligence unit which has been able to produce thousands of trends, data and analysis on any topics in the region; high profile events with annual conferences and the organization of Travel Marts; and more and more an advocacy role that Martin Craigs wants to further reinforce.
“This is how our world is today. We must take a lead in advocating causes in the name of the tourism industry. Especially about taxation issues on travel, a situation which has been going on for years as the travel industry used to be the kind of “Mister Nice”. We already voice our concern about the UK depriving its own citizens from the freedom to travel through unfair and discriminating taxation on air transport. But we also voice our concern against overburden bureaucracy in India which discourages people to invest into tourism,” says Martin Craigs.
How far can also the new credential ‘Next Gen’ be able to turn around the association’s fate? And does it mean that PATA want to forget about its six first decades of existence? “No, First of all, ‘Next Gen’ is nothing of a trend or just an addition to our logo. It is an in-bedded, in-depth reflection for our changes. Just the contrary of what we could call in Irish a “Tomorrow Jam” [ the equivalent to ‘paying lips service’]. And ‘Next Gen’ is not to oppose the future to the past. Next Gen is rather a mind-set. It exhults enthusiasm from everyone in the association with many people thinking that we finally bridge the gap between generations,” says a talkative Craigs.
Will the older generation well embrace this new spirit. It is traditional in Asia to let older people speak out, take the lead and rarely contest them. “I think that following our annual conference in KL, we saw lots of enthusiasm from older PATA members who are pleased with the changes. The annual conference was a first step into this new spirit,” says PATA CEO.
Among initiatives that PATA puts in place with ‘Next Gen’ is the access on ipad of all the data with the former TIGA application being transformed into a PATA M-Power application; it is also to integrate the younger generation at the headquarters but also with new initiatives rewarding new generation engagement. More initiatives in sustainable or social responsible tourism are also likely to get new impetus from PATA. They are also more promotions, discounts and special offers for potential members to join the association. “We still want to be perceived as a big family. PATA made fantastic achievements over the last 60 years. I do acknowledge this. But I am not here to only look back. I look forward and we still have so much to do. I really see a future of PATA but a future built all together,” adds Martin Craigs.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
