PATA CEO Challenge 2015 Joins Forces with TripAdvisor to Offer US$1 Million in Advertising Campaigns for Two Winning Destinations

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BANGKOK, May 27, 2015 — The Pacific Asia Travel Association (PATA) is looking for new and emerging destinations to take part in the PATA CEO Challenge 2015 for an opportunity to win one of two advertising campaigns on TripAdvisor, each worth up to US$500,000. The two winning entries will work with TripAdvisor to develop and create digital marketing campaigns to showcase their destinations to TripAdvisor’s global audience, each valued at US$500,000. In addition, the winners will be presented the PATA CEO Challenge 2015 Top Destination Award during an award ceremony at the PATA Aligned Advocacy Dinner on November 2, 2015 in London, United Kingdom, prior to World Travel Market 2015.

The PATA CEO Challenge 2015 embraces the uniqueness and diversity of heritages, cultures, customs and natural beauty of the world’s diverse destinations. It aims to promote and enhance the number of visitors to emerging destinations (regions, states, or provinces, and second-tier/third tier cities), and enhances tourism development in the most sustainable manner.

Mario Hardy, CEO, PATA, said, “There are hundreds and thousands of destinations that are known, visited and experienced by world travellers. However, there are even more destinations that are ready to be discovered and deserve to be recognised for their authenticity and beauty. PATA, through the PATA CEO Challenge 2015, is honoured to highlight these new and emerging destinations.“

Sarah Mathews, Head of Destination Marketing APAC, TripAdvisor, stated, “As the world’s largest travel site with 340 million unique monthly visitors, TripAdvisor is committed to working with destinations across the world to showcase their story to travellers from around the world.  Working with PATA on the PATA CEO Challenge 2015, our aim is to support destinations who have a great tourism offering and the desire to present their story.”

The PATA CEO Challenge 2015 is open to all regions, states, provinces, second-tier cities, and third-tier cities worldwide, while countries and first-tier cities are not qualified to participate. Both PATA member and non-member organisations and destinations are welcomed to submit entries.

Entries must show how their marketing campaign is contributing to the sustainable growth of tourism to the destination and economic empowerment to the local communities.

Two awards will be presented during the PATA Aligned Advocacy Dinner on Sunday, November 2, 2015, prior to World Travel Market 2015 in London, United Kingdom, in the categories of States, Regions and Provinces; and Second-tier/Third-tier Cities. The dinner will be attended by hundreds of industry professionals and guests.

Ms Mathews said, “Our global team will work with the two winners to develop a great digital campaign. It is our aim to support each destination with our knowledge on how travellers are inspired, research and book online and therefore to help the destination to paint their digital story to our global audience.”

Mr Hardy added,  “A country’s beauty is not defined by one famous location, but by its people, culture, heritage and diversity. The PATA CEO Challenge 2015 will not only help new destinations showcase their unique offerings but enable today’s travellers to explore new frontiers and discover new experiences. Furthermore, the dispersment of tourists to these new destinations will also help spread the economic benefit of travel and tourism to the people in these communities.”

Download the brochure for the PATA CEO Challenge 2015 or view the video here.

For more information about the PATA CEO Challenge 2015, please visit or email[email protected].




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, 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

About TripAdvisor
TripAdvisor® is the world’s largest travel site*, enabling travelers to plan and book the perfect trip. TripAdvisor offers advice from millions of travelers and a wide variety of travel choices and planning features with seamless links to booking tools that check hundreds of websites to find the best hotel prices. TripAdvisor branded sites make up the largest travel community in the world, reaching 340 million unique monthly visitors**, and more than 225 million reviews and opinions covering more than 4.9 million accommodations, restaurants and attractions. The sites operate in 45 countries worldwide. TripAdvisor also includes TripAdvisor for Business, a dedicated division that provides the tourism industry access to millions of monthly TripAdvisor visitors.

TripAdvisor, Inc. (NASDAQ: TRIP) manages and operates websites under 24 other travel media,,,,,, (including,,, and,,,,,,,,,,,,,,,,, and

*Source: comScore Media Metrix for TripAdvisor Sites, worldwide, December 2014

**Source: Google Analytics, average monthly unique users, Q1 2015

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