PATA New Tourism Frontiers Forum 2015 to be Held in Albay, Legazpi, Philippines

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BANGKOK, June 10, 2015 — The Pacific Asia Travel Association (PATA) will organise the newly re-branded PATA New Tourism Frontiers Forum 2015 (formerly the PATA Adventure Travel and Responsible Tourism Conference 2015) from November 25-27, 2015 at the Oriental Hotel Legazpi in Albay, Philippines.

The three-day event, under the theme “Ecotourism – Transcending Climate Change”, is being generously hosted by the Provincial Government of Albay in partnership with The Department of Tourism, Philippines. The choice of venue is due to the outstanding achievements of the Province of Albay in Climate Change adaptation and Disaster Risk Reduction Management. Albay has also been recently declared as the most vibrant and the fastest growing tourist destination in the Philippines.

The event stems from the need to help secondary and tertiary areas grow and develop into widely recognised, bucket-listed tourism destinations.

PATA CEO Mario Hardy noted that, “The dispersion of tourism is the Association’s main advocacy issue this year, and one that I hold very dear to my heart. Last month we announced the PATA CEO Challenge 2015 as one avenue to address this issue, and now this event will allow destinations the opportunity to learn from various travel and tourism stakeholders how best to market and manage these new and emerging destinations, which are ready to be discovered.”

The Forum brings together tourism professionals to share their insights and experiences in marketing and managing tourism growth to lesser-known destinations, thus ensuring the sustainable growth and development of travel and tourism in the area. Local communities will economically benefit through the dispersion of tourists to these new frontiers. In addition, this conference aims to explore new tourism opportunities based on sound eco-systems and climate change adaptations—of which Albay has become a world-class role model. Speakers will examine ecotourism and adventure travel, marketing new destinations, and connecting adventure hubs.

Governor Joey Sarte Salceda, Province of Albay, said, “For its tourism marketing, Albay has partnered with the Department of Tourism in targeting the hosting of treaty conferences like UNWTO to gain more bang for our bucks and we consider PATA in the same category. We are happy to present our ecotourism at the center of our sustainable development strategy. Its iconic feature, Mayon Volcano has just recently been listed as a UNESCO World Heritage Site.”

A one-day conference, and technical tour and, for the first time, Tourism Marketing Treasure Hunt highlight the PATA New Tourism Frontiers Forum 2015, allowing tourism professionals to gain first hand practical experience in how to discover and get to know a destination in order to market the world-class attractions and tourism products and services that are relatively unknown by both trade and consumers to a global audience.

Albay is a province of the Philippines located in the Bicol Region in southeastern Luzon Island. It is a United Nations Global Model for Disaster Risk Reduction and Climate Change Adaptation, while Legazpi City, the capital of the province, also recently hosted the UNWTO-ASEAN International Conference on Tourism and Climate Change.

Albay is home to the famed Mayon Volcano—the eco-systems and natural parks of which have been nominated in the UNESCO World Heritage List. Albay’s natural assets which include pristine beaches, sand bars, lava walls, caves, undulating hills and subterranean rivers have recently brought adventure and interactive tourism to a new level with the involvement of local communities very much like that in Bali, Indonesia. Albay, being strategically at the centre of the Bicol Region, also serves as port of entry and host to tourists interacting with Butanding Whale Shark and Sinarapan, the world’s largest and the smallest commercially-available fish, respectively.

For more information about the PATA New Tourism Frontiers Forum 2015, visit or register for the event here.


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, 25 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 ACICLIAIATAICAOWEFUNWTO 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


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