Hat Yai, Thailand, August 11, 2022 / TRAVELINDEX / The PATA Destination Marketing Forum 2022, themed “Sustainable Reconstruction through Cultural Heritage and Community-Based Tourism”, was officially opened on Tuesday, August 2, at the International Convention Center (ICC) in Hat Yai, Songkhla, Thailand, attracting 326 delegates from 22 destinations and 10 National Tourism Organizations (NTOs).

The event, hosted by the Thailand Convention & Exhibition Bureau (TCEB), the Tourism Authority of Thailand (TAT), the Songkhla Convention and Exhibition Bureau (SCEB), the Designated Areas for Sustainable Tourism Administration (DASTA) and the Prince of Songkla University with support from the City of Songkhla, brought together delegates from the public and private sectors for inspiring and insightful discussions on some of the key issues in marketing and managing tourism growth to meet the changing expectations of the modern traveler in the post-recovery era.

The delegates traveled from all parts of the world, including Australia, Brazil, Cambodia, Chinese Taipei, Germany, India, Japan, South Korea, Laos, Malaysia, Maldives, Myanmar, Nepal, New Zealand, Northern Mariana Islands, Palau, Philippines, Singapore, Solomon Islands, Thailand, USA and Vietnam.

“By bringing together such a diverse group of travel experts, we are connecting representatives from the public and private sectors to share best practices in destination marketing and thus support the sustainable recovery of the travel and tourism industry in the Asia-Pacific region,” said Liz Ortiguera, CEO of PATA. “Travel and tourism will continue to be a vital contributor to the economic prosperity of the entire region. Plans for responsible development can only be implemented through dialogue and partnerships between the public and private sectors. PATA remains committed to fostering these conversations. Songkhla is an undiscovered gem as a destination for meetings, incentives, conferences, and exhibitions (MICE), as well as leisure travel. We welcome and support the city’s bid for UNESCO World Heritage status.”

On Wednesday, August 3, delegates had the opportunity to participate in one of three different routes, experiencing the region's community-based offerings and ecotourism firsthand. During a boat trip, a hike, or a city tour, three local communities (Tha Hin, Koh Yo, and Khao Singhanakhan) showcased their typical dishes and handicrafts, highlighting their culture, heritage, and history.

During the conference on Thursday, August 4, delegates heard presentations from a diverse range of experts from organizations including TCEB, DASTA, MMGY, Japan MICE Association, Cvent, BBC Storyworks, Miles Partnership, UNESCO Bangkok, the Sabah Tourism Board, the Maldives Marketing & Public Relations Corporation, the Vietnam National Administration of Tourism (VNAT), Exo Travel Laos Co., Ltd., Rajamangala University of Technology Srivijaya, the Koh Yo Tourism Club, the Tha Hin Community and Steller.

From insights from digital marketing to the use of food for destination promotion – the wide range of crucial topics gave the industry a clearer direction to approach the new era of travel with greater responsibility and higher consumer relevance.

Topics included “The Changing World of MICE”, “Restoring Tourists’ Trust in Our Destinations”, “Lessons Learned from the Management and Conservation of UNESCO World Heritage Sites”, “Masterclass on Digital Marketing”, “Destination Marketing in the Age of COVID-19”, “Harnessing the Potential of Gastronomy Tourism”, “Creative Community-Based Tourism: Local Voices for Destination Marketing”, and “Always Active: The Campaign Never Stops”.

About PATA: Founded in 1951, the Pacific Asia Travel Association (PATA) is a non-profit membership organization dedicated to the responsible development of travel and tourism in, from, and within the Asia-Pacific region. The association provides its member organizations—including government, state, and city tourism agencies, international airlines and airports, hotel and hospitality businesses, and educational institutions—with coordinated advocacy, in-depth research, and innovative events. It also has thousands of young tourism professionals as members worldwide. The PATA network further fosters engagement through PATA Chapters and Student Chapters, which organize numerous training programs and business development events for the travel industry globally. Thousands of travel professionals are represented in the 32 local PATA Chapters worldwide, while hundreds of students are members of the 28 PATA Student Chapters worldwide. The PATAmPOWER platform delivers unique data, forecasts, and insights from the PATA Strategic Intelligence Centre directly to members' desktop and mobile devices worldwide. PATA's headquarters have been located in Bangkok since 1998. The association also maintains official offices or representatives in Beijing and London.