A new partnership is set to benefit New Zealand’s tourism industry and see it contributing at a global levelThe Tourism Industry Association New Zealand (TIA) and the Pacific Asia Travel Association (PATA) today signed a Memorandum of Understanding (MOU) that will focus on four main areas of co-operation:
• the sharing of information and insight
• support for collective policy and advocacy positions
• industry connectivity
• collaboration on mutual events.
The major dimension to the partnership will be the sharing of insight and information. Under the new agreement, PATA will provide TIA with access to its many insight reports that analyse trends in Asia and Pacific tourism, including the excellent aviation data it compiles.
In return TIA will provide PATA with relevant New Zealand reports and statistics to help PATA broaden its own insight base. Both organisations will then be able to co-brand this information and make it available to their members.
PATA CEO Mario Hardy says, “We are delighted to be working with Tourism Industry Association New Zealand and believe that this partnership will enable tourism professionals to gain comprehensive tourism insights enabling faster and smarter decisions. At PATA, we understand that in today’s environment having access to data and making analytic based decisions is essential in maintaining a competitive advantage.”
TIA Chief Executive Chris Roberts says the partnership with PATA supports the goals of Tourism 2025, particularly around improving insights available to the tourism industry.
“While we have good information on our own market, New Zealand has a paucity of global market insight that tells us what’s happening elsewhere, especially in Asia and the Pacific. This agreement with PATA will give TIA access to information we’ll be able to share with our members and ultimately help them make better decisions in their businesses.”
The partnership will also see TIA and PATA supporting each other on policy and advocacy work. This will include support in confronting issues in the Asia and Pacific region such as aviation, climate change and taxation.
Other areas of cooperation will involve TIA and PATA providing reciprocal networking opportunities and assisting in providing contacts and introductions to each other’s members and collaboration on events.
With the MOU now signed, implementation of the agreement will happen quickly with TIA and PATA aiming to release the first insight material to the industry in early March. Chris Flynn, Regional Director-Pacific for PATA, and Simon Wallace, Policy and Insight Manager for TIA, will oversee the on-going implementation of the agreement.