Time for tourism leaders to be a force for positive change - PATA

BANGKOK, – Global travel industry leaders are saying it’s now time for travel businesses to adopt new attitudes towards the environment and social justice.

That is the view being expressed by many of the business leaders attending the PATA CEO Challenge, Confronting Climate Change, organised by the Pacific Asia Travel Association in Bangkok, April 29-30.

According to one of the world’s leading tourism strategists, Ms Anna Pollock, CEO of the UK-based DestiCorp, it’s indicative of where corporate social responsibility in the travel industry is going.

“In the face of decision paralysis on the environment that has occurred in some destinations, businesses are now driving the agenda for a reduction in carbon emissions,” Ms Pollock said.

Larger companies have changed their positions in the last few years. Some 68% of CEOs interviewed by the IBM Institute of Business Value said they were focusing on corporate social responsibility to create new revenue streams. Over half believe that their CSR activities are giving them a competitive advantage.

“Smart companies have now moved beyond reluctant compliance with green regulations,” said Ms Pollock, who is also a facilitator at the CEO Challenge.

“It’s now apparent that leading companies are turning to environmental care to build brand loyalty, add shareholder value and drive new levels of competitiveness and innovation. In this context of rapid change, it’s vital that tourism leaders do not drag their feet or risk losing credibility and damaging reputations.”

PATA has found that leaders are now embedding social and green issues into company marketing strategies. During the PATA CEO Challenge, ten business leaders including Mr KP Ho, Executive Chairman of Banyan Tree Hotels and Resorts, Mr Edwin Fuller, President and MD, Marriott Lodging International, Mr Peter Trautmann, Chief Operating Officer of Munich Airport, and Ms Jane Ashton, Head of CSR, First Choice Holidays / TUI Travel, will share their company’s respective experiences on specific carbon reduction projects.

“This is not a conference, but a working session for travel industry leaders,” said PATA President and CEO, Peter de Jong. “None of these leaders claim to have the Midas touch on green issues. They are coming because they want to share practical experience and come away with practical solutions and partnerships to drive the green agenda.”

Ron N. Andruff, President and Managing Partner of US-based RNA Partners, told PATA: “I am attending the event to gather as much actionable information as I can. There is no issue of more paramount importance than sustainability – to both the hospitality industry and the world at large.”

Mr Joe McInerney, President and CEO of the American Hotel and Lodging Association, said: “As global warming and other threats to the environment increasingly affect the entire international community, AH&LA is turning its efforts to encourage sustainable tourism and eco-friendly hotel operations.”

Ahead of the event, PATA is hosting blog discussions on the travel industry’s response to climate change at www.ceochallenge.pata.org/blog/

Green Globe will apply its science and systems to help significantly reduce the carbon footprint of key elements of the PATA CEO Challenge 2008.

Sri Lanka hosts PATA AGM and Board meeting

Sri Lanka will be the proud host of the Annual Pacific Asia Travel Associations (PATA) Board of Directors Meetings and the Annual General Meeting 2008 at the Cinnamon Grand from the 5th to 7th April 2008.

Among top officials to be present are PATA Chairman Brian Deeson and Incoming PATA Chairman Ms. Janice Antonson.

At these events Chairman Sri Lanka Tourism Renton De Alwis, Secretary/Treasurer PATA Board Hiran Cooray, PATA Local Chapter Chairman Afgar Mohideen and PATA Local Chapter Vice Chairperson Amal Gunatilleke will be present as well.

Leaders from PATA will also discuss a host of issues including “Climate Change - Obstacles and Opportunities” and “Human Capital Challenge – It’s time to Invest.”

Several internal advisory committees meetings too will be held responsible for Human Resource, Membership, Communications, Events Strategic Intelligence, Sustainable Tourism.

Relevant members under different categories of membership such as Carrier; Government/Destination; Industry and Hospitality Industry will also meet.