G20 Executive Talk Series

September 2016

Branded Story / PATA

Authored by: Dr Mario Hardy

Visa-Free Travel is Key to Tourism Growth

With more than 1.2 billion international trips made each year, safety is the number one priority for the travel and tourism industry and one that can only be addressed through the strong and concerted efforts of the world’s governments and the international community.

As the CEO of the Pacific Asia Travel Association (PATA), I regularly visit our many members, partners and industry colleagues around the globe to discuss the various issues and challenges facing the travel and tourism industry. Besides the subjects of human capital development and sustainability, concerns of safety and security are always the primary topic of discussion and one that is often discussed between our partners at the Global Travel Association Coalition* (GTAC). With more than 1.2 billion international trips made each year, safety is the number one priority for the travel and tourism industry and one that can only be addressed through the strong and concerted efforts of the world’s governments and the international community.

With senseless acts of violence happening around the world on nearly a daily basis we are constantly reminded that, in today’s reality, we are never 100 percent safe and secure anywhere in the world.

However, as travel and tourism accounts for nearly 10 percent of worldwide GDP, destinations should not be restricting tourists or closing their borders in reaction to these horrific events – and travellers must be discouraged from judging a destination or country based upon the actions of a small minority.
We need to remain steadfast in the face of terror and not succumb to the fear these senseless acts wish to install in us. It is vital that we think and act critically and rationally. The industry must take a cautious approach as it moves forward and invest in technological solutions to enhance the efficiency and effectiveness of security systems while at the same time enhancing the overall travel experience.

Technology, big data and information sharing systems are already in use in many sectors of the world. There is tremendous potential to further apply these systems in the travel and tourism industry to improve not only security but also the movement of travellers between destinations and, hopefully, put an end to needless racial, religious and social profiling.

One of the five main advocacy themes of PATA is the issue of visa facilitation and the push for countries to either remove visa restrictions or enable e-visas.

This is an issue about which I have very firm and unwavering opinions – not only because I enjoy the opportunity of travelling but also because of the importance and relevance of interconnected travel and tourism. Tourism is one of the most powerful tools for economic growth and social development, accounting for nearly one in 11 jobs worldwide. This is an industry that provides vital income and employment to local communities whilst creating a pathway towards understanding and empathy across borders and cultures.

Extremist acts are even more distressing for emerging destinations when one cowardly act of violence can affect the entire image of a country that has so much to offer the world.

Destinations can combat these stereotypes by showcasing their beauty, culture and heritage.

In my opinion the most interesting and unique attractions of any destination include the indigenous culture, wildlife and natural landscapes – but they are often located in areas where access is difficult and poverty levels are high. The Association’s challenge is to help industry stakeholders evolve those assets into attractive, marketable tourism products that maximise social and economic benefits while minimising any negative impacts.

One of our activities that we have undertaken is the PATA CEO Challenge through an exclusive partnership with TripAdvisor. PATA is challenging emerging destinations** to showcase their unique tourism offerings that highlight their culture, heritage, history and customs. Two winners will have the opportunity to work with TripAdvisor in developing and creating a digital marketing campaign to showcase their destination to a global audience, valued at US$500,000 each.

Last year’s winners, the province of Albay in the Philippines and Thekaddy in Kerala, India, were chosen for their authentic, culturally diverse and innovative offerings. However, these two destinations need assistance in showcasing these attractions. Albay province has made huge strides since winning in 2015 and people can see how far they have come by viewing their spotlight video on the PATA YouTube channel.

The aims of the PATA CEO Challenge are, essentially, to help to boost a destination’s marketing campaign, allowing tourists to discover a new destination and hopefully expand their views of the world – thus breaking down negative stereotypes.

If destinations are always looking to attract more international visitors they must realise that this cannot happen unless they open their doors and invite them in.

If destinations are always looking to attract more international visitors they must realise that this cannot happen unless they open their doors and invite them in.

One such destination taking a positive step to encourage more visitors is Indonesia, a nation that now offers visa-free entry for visitors from 169 countries. I applaud them for taking this huge step forward in welcoming guests to their wonderful country.

By opening their doors, more visitors now have the opportunity to travel with ease to a country with diverse landscapes and rich cultural heritage. Travellers now have a greater opportunity to visit more than 13,000 islands and connect with the many distinctly individual ethnic groups that share the national motto of ‘Bhinneka Tunggal Ika’ (unity in diversity).

This motto is something that we should all embrace and, by opening our doors, we can achieve such a goal. I hope that other destinations around the world take similar measures and I, along with our partners and members, will continue to push for such changes in the industry.

Since 1951 PATA has led from the front as the leading voice and authority on travel and tourism in the Asia Pacific region and in partnership with private and public sector members, the Association enhances the sustainable growth, value and quality of travel and tourism to, from and within the region.

In line with this mission we believe that industry stakeholders from both the public and private sectors need to stand together, collaborating closely and effectively for the sustainable, long-term development of the tourism sector. We stand together so that we may all benefit from the force for good that tourism can bring.

* GTAC is comprised of Airports Council International (ACI), Cruise Line International Association (CLIA), International Air Transport Association (IATA), International Civil Aviation Organisation (ICAO), Pacific Asia Travel Association (PATA), World Economic Forum (WEF), World Tourism Organization (UNWTO) and the World Travel & Tourism Council (WTTC).

** Emerging destinations refer to second-tier/third tier cities, regions, states, provinces and nations that receive currently less than 100,000 international arrivals in a calendar year

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