Increase your share of the Chinese outbound market at PATAcademy-HCD in June

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BANGKOK, April 4, 2016 — The 6th PATAcademy-HCD, under the theme ‘100+ million Chinese Outbound Travellers – Learn how to increase your market share’, will examine in detail the challenges and opportunities presented by the unprecedented expansion of international travel from China. The three-day workshop will take place the Pacific Asia Travel Association (PATA) Engagement Hub in Bangkok, Thailand from June 13-15, 2016.

In 2015 more than 100 million citizens of mainland China made overseas journeys, which is a significant portion of the 1.184 billion international arrivals recorded in the UNWTO World Tourism Barometer. Furthermore, with tourists from China now the world’s biggest travel spenders which is likely to grow in line with the ever increasing numbers of Chinese outbound travellers in 2016 and beyond, the PATAcademy-HCD programme will seek to empower travel and tourism industry professionals with the knowledge, appreciation and tools to attract a bigger and more profitable portion of this market.

“Throughout my travels and various meetings, I have been repeatedly asked how can a business connect with China and gain a market share of the vast Chinese outbound market. Therefore we developed this programme to help all industry stakeholders learn how to understand Chinese traveller trends and have a voice in this highly crowded market place,” said PATA CEO Mario Hardy. “I urge all industry stakeholders to join us and gain a full appreciation of the strategic marketing and communications strategies required to secure an increased market share in this highly lucrative segment.”

During the programme, participants will receive updated trends and forecasts about Chinese outbound travellers; gain valuable high-level insights on the essential dos and don’ts before seeking market entry in China; enjoy a better understanding about the culture, behavioural patterns, spending patterns and aspirations of Chinese outbound tourists; learn details of techniques on how best to create a successful marketing campaign as well as the very latest tricks for enhancing social media penetration e-commerce platform messages; listen to international brands’ success stories and failures, and receive networking opportunities with other industry professionals and renowned presenters’ specialising in Chinese outbound markets.

Confirmed speakers at PATAcademy_HCD in June include David Tang, Vice President, Ivy Alliance Tourism Consulting; Haifeng Yan, Co-founder and COO, Tuniu.comJason Lin, Founder/Chief Talent, Talent Basket; John Koldowski, Head of the Service Innovation & Development Unit, Thammasat University;Julia (Ting Ting) Gong, Chief Executive Officer, CHINA READY Group; Maggie Wu, Chief World Explorer, (China’s only bi-lingual travel blog), and Mark Liang Wang, Vice President and General Manager, Beijing Oriental Century Travel Service – China Voyage.

PATAcademy-HCD is an interactive training programme incorporating a series of intensive classroom interactions conducted by leading travel industry practitioners with practical activities, group assignments, networking events, and field visits in and around Bangkok. Through PATAcademy-HCD, participants will gain hands-on experience by working both individually representing their organisations, and in-group projects, with presentations to be shared at the end of the programme.

After successful completion of the course, participants will be awarded with a PATAcademy-HCD certificate entitled: “Certified Asia Pacific – Chinese Outbound Market”. From this three-day training, participants will also take home practical marketing strategies to be applied and implemented in their respective organisations.

The registration fee for PATAcademy-HCD is US$1,000 for PATA members, US$1,200 for Chapter members and US$1,500 for non-members.

Watch highlights from PATAcademy-HCD 2015 here. To register and view the full programme, click here.

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 97 government, state and city tourism bodies, 27 international airlines, airports and cruise lines, 63 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 ACICLIAIATA, ICAOWEFUNWTO 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 and London.



Media Contact:
Paul Pruangkarn
Manager – Communications
+66 (02) 658-2000 | [email protected] | Bangkok, Thailand