In the tourism sector, PATA is an acronym for the Pacific Asia Travel Association and it is the largest advocacy organization for travel in the world. It is responsible for furthering the cause of tourism and travel in the Asia Pacific region. The organization was set-up in 1951 in Hawaii as a non-political, non-profit and voluntary entity to promote aid and expand travel in the Pacific RIM. Later on, in 1953, the headquarter of PATA was shifted from Hawaii to San Francisco. 

The first conference of the corporation was held in Honolulu in January 1952 while its first Asian office was opened in Manila, the Philippines in 1976. Some other important aspects related to the organization are also discussed in the following sections.    

The roles and functions of the organization

The main aim of PATA is to develop and improve travel and tourism opportunities within its member countries. To achieve it, the organization has a multi-pronged approach. It helps in conducting research studies on the sector that can offer valuable insights to the tourism industry. It provides service facilities and improvement in tourist areas that can be beneficial for the sector. 

The correct and latest information is provided by it to the member countries so that corrective actions can be taken to improve the tourist flow. It also organizes many types of events in the region that can contribute to the area’s economic development.  

The goal of the organization

As has been mentioned earlier, PATA strives to develop and promote tourism in the Asia Pacific region and further the cause of its members. It is a membership association that is responsible for the sustainable development of travel and tourism in the area. Hence, it tries to build upon the business of its members by promoting ethical practices. Correct information, development programs, and training are conducted by it for destination development and make ample groundwork for public-private partnership.

It provides a common forum and aims to improve international co-operation and understanding by publishing materials related to the industry, Improving HR development and by conducting marketing research. It also helps with analysis, projection, and insights for its members so that they can take business decisions that can be beneficial for them. 

The membership of PATA

A PATA membership can be taken by all types of organizations that contribute directly or indirectly to the travel and tourism cause in the area. Usually, the membership is very highly desired by many types of professional organizations in the sector like travel agencies, hoteliers, airlines, tourism organizations, public relation agencies, tour operators, steamship lines, advertising agencies as well as many governments. To keep the process clear, it offers four types of memberships – Actives Members, Associate Members, Allied Members, and Affiliated Members. There are thousands of professionals in the travel industry who are affiliated to PATA. 

It is a well-laid out organization

To understand its strength, it has 95 Government, city and state tourism bodies, 108 hospitality corporations, a lot of travel industry entities in the Asia Pacific, 25 international airlines along with 72 reputed educational institutions. The organization elects its Board of Directors for a fixed tenure of two or three years and its management and control is vested with its active members. The organization meets each year at an annual conference so that different activities and issues pertaining to it could be discussed and resolved.

It works in a very co-ordinated method

To achieve its goals and objectives, PATA has a well-oiled network of promotional and regional chapters. The promotional chapters are located outside the Pacific RIM and are entrusted to bolster the travel trade of the region. Through activities like trade fairs, conferences/seminars, and regular member meetings, etc., they strive to improve the tourist traffic within the area. The regional chapters are located within the Pacific RIM and they conduct activities like training programs for their members, provide quality information, helps in improving the service quality and take steps to increase the tourist traffic in the area.  

As can be seen here, PATA is a fantastic initiative to encourage tourism in the Asia Pacific region and through its continued interventions and many types of innovative methods member bodies of the association are able to increase their businesses. As a result, travel, and tourism in the area have received a boost and all this credit can be given to the organization’s enduring efforts.