PATA Prepares its Members to be CHINA READY®

The Pacific Asia Travel Association (PATA) has established a partnership with China Ready and Accredited (CRA) to help PATA members overcome potential 'profitless volume'.

The Pacific Asia Travel Association (PATA) has established a partnership with China Ready and Accredited (CRA) to help PATA members overcome potential 'profitless volume'.

With over 100 million mainland Chinese now travelling outbound across the globe, PATA wants to help its members more effectively target and service these potentially high yield visitors. The new program in conjunction with CRA has been endorsed by China's government and industry, to deliver global CHINA READY® expert culture training and quality service accreditation.

“China is now the largest and fastest growing outbound travel market in the world, however for many tourism operators it has become “’profitless volume”. Our members need to constantly adapt and evolved to stay competitive in today’s world," said Mario Hardy, PATA CEO.

CRA has exclusive access to high value Chinese consumers, travellers and businesses in China and can promote accredited businesses directly to high spending Chinese people through its major China partners and supporters.

Ms Ting Ting Gong, CEO of China Ready & Accredited, said: “Chinese consumers, particularly those seeking to purchase global products or those travelling overseas, are looking for assurance they are dealing with trusted quality suppliers. The China Ready Accreditation Program® fulfils this role globally, helping Chinese to identify and buy from quality global CHINA READY® suppliers which understand and respect Chinese needs and culture.”

PATA’s aim is to enhance the sustainable growth, value, and quality of travel and tourism to, from and within the region. Its member organisations comprise 90 government, state and city tourism bodies and nearly 30 international airlines, airports and cruise lines in the Asia Pacific region.

The organisation has recently released a publication in association with UNWTO (United Nations World Travel Organisation) titled ‘Air Connectivity and its Impact on Tourism in Asia and the Pacific’.

The publication includes a series of case studies from cities in Asia and the Pacific that illustrate the crucial role of air transport as an engine of economic growth and job creation.

The study was developed by UNWTO, PATA, and the Tourism Promotion Organization for Asia and the Pacific Cities (TPO).

Mario Hardy, Chief Executive Officer, PATA will be speaking at this year’s Strategy Summit at Routes Asia from 15-17 March. Mario will be a moderator for the panel session ‘Capturing the China Market,’ and will highlight some of the findings from the above report.

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