7 Things We Learnt from the Youth Symposium at PAS 2019

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This article is a repost of an email sent to PATA Annual Summit delegates. See the original >>

PATA Youth Symposium at PAS 2019 in Cebu, Philippines was a great success!

The event featured a packed schedule with opinion leaders from industry and government.

The symposium includes presentations on ‘Progress with a Purpose’, ‘The Future of Sustainable Destination Branding’, ‘Purposeful Innovation and Disruptive Change’, ‘PATA DNA (Development & Networking Academy): Empowering Your Future Development’ and ‘Progressing Alongside Community’.


In case you missed it, here are 7 key things we learned at the recent PATA Youth Symposium:


1. We are moving from ‘responsible destination marketing’ to ‘responsible destination management’. People are increasingly taking a more holistic view on sustainability beyond just ‘going green’, as illustrated in this quote:

“Targeting high value visitors is no longer just about sustainability. People also want to learn from nature and the local people because they care about increasing their quality of life.”

– Maja Pak, Managing Director, Slovenia Tourism Board


2. ‘Progress With Purpose’ revolves around inclusivity, protecting those we care about, and empowerment. ‘Purpose’ and ‘progress’ are not standalone concepts – people arrive at definitions of both by first identifying the values that are most important to them.

3. Through collaboration and knowledge sharing, we can discover many solutions to the industry’s problems. Involving young tourism professionals with the problem solving at an early stage could lead the way to solutions in the future.



4. Technology should not be the main driver of decision-making. While it’s important to stay ahead of trends so that we keep ourselves relevant, we need to understand consumers needs and let technology facilitate, not the other way around.

5. Development, especially that of tech, is most effective when it helps to empower everyone collectively. Consider applying tools and technology for bottom-up organisational growth.



6. Achieving success in any project requires supporters. To achieve sustainability for example, it’s not enough to have forests and love ‘green’, we need partners to execute our projects, so it is important to contribute and build your support community.

7. Pro-tip for young tourism professionals: there is no single perfect job! Whether inside or outside of the tourism industry, sometimes you just have to give it a try to find out if it suits you.



We look forward to seeing everyone again at the Youth Symposium at PATA Travel Mart 2019!


See all of the photos from PATA Annual Summit 2019 >>

Read the PAS conference highlights >>