BANGKOK, March 31, 2015 — The Pacific Asia Travel Association (PATA) Human Capital Development Committee will organise a PATA Youth Symposium on the morning of Thursday, April 23, at Sichuan Tourism School. Under the theme “Technology and Social Media for Tourism”, the Symposium will commence prior to the PATA Annual Summit 2015 and aims to attract hundreds of young professionals and students from overseas and around China.
Mr Mario Hardy, PATA CEO said: “PATA sees the importance of our young generation who need to build a solid background in order to become leaders in the tourism industry. The PATA Youth Symposium is a perfect platform for them to learn and to share their views on current travel and tourism issues and challenges with experienced travel industry professionals.”
The programme was developed with guidance from Dr Chris Bottrill, Chairman of the PATA Human Capital Development Committee and Dean, Faculty of Global and Community Studies, Capilano University. Dr Bottrill noted that the tourism industry is entering into an unprecedented time where the market has significant influence over the success of businesses and destinations through their capacity to communicate through social media and various on-line forums. This has the benefit of enhancing tourism opportunity for small to large operations and remote to established destinations, however it also means that there is greater scrutiny and greater pressure on operators and destinations to provide exceptional levels of customer service plus unique and quality experiences. The symposium is designed to present ideas and generate discussion from the audience so that we can learn together. The outcome will be enhanced understanding about ways in which technology and social media will affect our industry and the Next Generation of tourism professionals in China.
The symposium will include plenary talks on various topics including:
- On-line Consumer Reviews and the Impact on Operators and Destinations
- PATAmPOWER and other on-line data sources to enhance business success
- Digital Marketing and Travel Distribution Emerging Trends
- Creative on-line Destination and Business Approaches and Successes
All participants will also share their views in roundtable discussions on the following topics:
- How your views and decisions are shaped by on-line marketing and social media
- How technology and social media will influence tourism in the future in China
- How technology and social media will affect your careers and futures in tourism
Mr Zhao Xiao-hong, Professor and Schoolmaster of Sichuan Tourism School, added, “We are very delighted to host the PATA Youth Symposium at our school. It is a great opportunity for our students to enhance their skills in organising this international event, to expand their vision and build their future careers. The PATA Youth Symposium is also a great platform for Sichuan Tourism School to expand our exposure at the international level. We wish all participants a great success.”
In recent years, the PATA Human Capital Development Committee has organised successful educational events at various institutions including UCSI University Sarawak Campus (April 2010), Institute for Tourism Studies (September 2010), Beijing International Studies University (April 2011) and Taylor’s University, Kuala Lumpur (April 2012), Lyceum of the Philippines University, Manila (September 2012), Thammasat University, Bangkok (April 2013), Chengdu Polytechnic, Huayuan Campus, China (September 2013), Sun Yat-sen University, Zhuhai Campus, China, (May 2014) and Royal University of Phnom Penh (September 2014).
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 www.PATA.org.
ABOUT SICHUAN TOURISM SCHOOL
As one of the earliest established tourism schools in China and a subordinated state-owned school of the Tourism Administration of Sichuan Province, Sichuan Tourism School has an extremely strong reputation in the tourism talent training field. Founded in Chengdu in 1979, it is not only a vocational school, but also the on-the-post training center and the evaluation office for travel industry in Sichuan Province.
The school consists of two campuses, respectively the Rennan campus and Huanglongxi campus, which covers an area of 308.5 mu (planning area of 534.5 mu) and building area of nearly 80,000 square meters.
The Operation and Management of High Star-level Hotel major of Sichuan Tourism School has been identified as one of the first batch of national model base by the Ministry of Education. The school is also designated as national training base for department manager of tourism hotels, national financial-supported tourism training base, tourism backbone-teacher training base for secondary vocational schools in Sichuan Province, professional standard maker of Tourist Attractions Service and Management major and Tourism Service and Management major as well as director of Tourism Service and Management Professional Committee of Tourism Industry Steering Committee of the Ministry of Education.
The Huanglongxi campus of the school, which is a garden campus built as an AAAA – level tourist attraction, creates an ideal learning environment for all the students in the school.
During the past 36 years, as a market demand-oriented school, Sichuan Tourism School has cultivated more than 30,000 tourism graduates and trained more than 50,000 tourism personnel, most of who have become the backbone of tourism industry in Sichuan Province and the whole country, even abroad.