Human Capital Development – This Decade’s Tourism Challenge

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BANGKOK, April 9, 2015 — Tourism is growing globally at a rapid rate and the demand for skilled talent in the sector is far exceeding the supply. How will your organisations cope with this phenomenal growth? How can we get the current and future generation of University Graduates interested in our sector? How can we retain our current talent within our sector? Do our current leaders have a well-planned succession plan? What are the expectations of Generation X and Y? Do we have the right framework to keep them engaged? These are just some of the questions that we will attempt to answer at the 4th PATAcademy-HCD, June 2-4, 2015 at the PATA Engagement Hub in PATA Headquarters in Bangkok, Thailand.

Under the theme, “Human Capital Development – This Decade’s Tourism Challenge“, the programme is designed for rising stars in the travel industry that want to broaden their practical experience, engage with leading speakers, and learn from their peers.

Insightful Updates and Dynamic Discussions

International Human Capital Development (HCD) experts will lead discussions and share their experience on relevant HCD topics. Andrew Chan, CEO, ACI HR Solutions (ACI), Singapore will discuss “Employee Engagement around GenY and Update Employment Trends Report”. Most companies face the challenge of attracting and retaining the right staff. What are the key factors, which you as a future leader can influence to promote a healthy work environment for your staff? Find out the difference between Baby Boomers, Generation X and Generation Y employees and how you can bridge the gap between them, engage them, and ultimately bring out the best in them.

Susan Chen, Director, Human Resources, Author and Coach, Visa Worldwide, Singapore will elaborate on “Succession Planning & Knowledge Management in Hospitality/Travel Industry”. This session will help participants to identify macro and micro trends of the industry; Understand the make-up of your employee base; Link human capital to customer experiences and Return on Investment (ROI); Link strategy with sufficient pipeline management and manage both explicit and implicit knowledge.

Professor Dr Walter Jamieson MCIP, College of Innovation, Thammasat University, Thailand will examine demand and supply challenges of skilled staff numbers required to meet the current and future demand in Tourism, including opportunities and solutions.

Learn and Apply Techniques into Practice

Participants will join a highly interactive and fun session on public speaking led by Jonathan Low CSP, Certified Speaking Professional, Managing Partner, PowerUpSuccess Group of Companies International, Malaysia. Jonathan will show techniques for leaders to communicate and present ideas that will influence and inspire actions. By the end of the programme, participant will be able to: Prepare and structure a presentation or sessions appropriate to the audience in order to best achieve objectives; Connect with an audience before, during and after to improve audience experience; Develop stories that evoke emotions; and Influence and Inspire action as leaders. There will be “stage time” opportunities for participants to apply these skills and put them into practice during the session.

Successful HCD Case Studies

Participants will learn from many successful case studies. Ben Montgomery, Chairperson, PATA Thailand Chapter and Director of Business Relations Management, Centara Hotels & Resorts, Thailand will share Centara’s HR Best Practices and Programmes that enhance Centara as the leading Thai Company providing “Thainess” to the global arena. Centara’s long-established mission is committed to an employee’s career growth and well-being in order to deliver exceptional quality products and services to its guests, supervised by a professional management team as well as achieve profitable performance for its stakeholders.

Veera Pardpattanapanich, Rector, Dusit Thani College, Thailand will discuss on “How to prepare ourselves for AEC in the Hospitality Industry?” Since ASEAN Competencies Standard for the Hospitality Industry will be implemented by the end of this year, what should we know and do to prepare ourselves (survive) for this changing environment?

Claude Colombie, Director, Sala Bai, Cambodia will present a case study on “Fighting Poverty and All Associated Risks through Vocational Training in Hospitality – The Example of Sala Baï Hotel School – Cambodia.” Participants will discuss “What will be the consequences of the integration of Cambodia into ASEAN in terms of employment in the tourism sector? As more and more middle and higher management positions are performed by Cambodians themselves, would they be more attracted to work abroad with higher salaries and more career opportunities? Would the industry hire more and more middle and top managers from other ASEAN countries, where the education level is higher, keeping locals working in entry and low level positions?

Site Visit to State-of-the-Art Facility

In addition to the presentations and activities in the PATA Engagement Hub, participants will also visit Bangkok University’s Tourism Tower, School of Humanities and Tourism Management. The school is equipped with a state-of-the-art facility that provides it students the opportunity to work in a real world setting, offering training opportunities in its hotel simulated laboratories (standard rooms, suites, restaurants, coffee shops, and kitchens).

PATAcademy-HCD will allow both PATA member and non-member participants to build their knowledge and business through the educational programme, the interactive sessions, case studies, networking, ideas exchange, and group collaboration.

After successful completion of the course, participants will be awarded with a PATAcademy-HCD certificate entitled: “Certified Asia Pacific Visitor Economy Expert – Human Capital Development”.

The registration fee for PATAcademy-HCD is US$1,028 for PATA members, US$1,235 for Chapter members and US$1,543 for non-members.

View a selection of videos from previous PATAcademy-HCD, December 2014, June 2014 and December 2013, or photos from December 2014, June 2014 and December 2013. For further information, please contact [email protected].

VIE Hotel Bangkok is the Official Accommodation Partner for PATAcademy-HCD.


About PATA

Founded in 1951, the Pacific Asia Travel Association (PATA) is a not-for profit association that is internationally acclaimed for acting as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research and innovative events to its member organisations, comprising 87 government, state and city tourism bodies, nearly 31 international airlines, airports and cruise lines, 61 educational institutions, and hundreds of travel industry companies in Asia Pacific and beyond. Thousands of travel professionals belong to the 43 local PATA chapters worldwide. The chapters organise travel industry training and business development events. Their grassroots activism underpins PATA’s membership of the Global Travel Association Coalition (GTAC), which includes ACI, CLIA, IATA, ICAO, WEF, UNWTO and the WTTC. The PATAmPOWER platform delivers unrivalled data, forecasts and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices anywhere in the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has official offices or representation in Beijing, Sydney, Dubai, and London. Visit

Media Contact:
Paul Pruangkarn
Manager – Communications
Bangkok, Thailand
Tel: +66 2 658 2000
E-mail: [email protected]g