MEDIA RELEASE

01 October 2015

Philippine Tourism Secretary to Open PATA New Frontiers Forum 2015*

The Pacific Asia Travel Association (PATA) is pleased to announce that Hon.
Ramon R. Jimenez, Jr., Secretary of the Philippine Department of Tourism (PDOT), will
deliver the opening address during the PATA New Tourism Frontiers Forum 2015 at
the Oriental Hotel in Legazpi, Albay, Philippines from November 25-27. The event is
being generously hosted by the Provincial Government of Albay in partnership with The
Department of Tourism, Philippines.
Secretary Jimenez, who is responsible for the countrys highly successful
tourism campaign, Its More Fun in the Philippines, will speak on the Successful
Destination Marketing Campaign Trend in this digital economy.
This forum is timely and relevant as we step up our marketing efforts for our
destination-based campaign and as we launch Visit the Philippines Again (VPA) 2016
which is going to be the most massive retail-focused effort the Philippines has ever
made. Destination marketing is a daunting task as it involves selling an experience,
both tangible and intangible. The Philippines prides itself of having a unique biodiversity,
rich natural resources, and wide variety of product offerings for tourists. But most of all,
we have the Filipino peoplethe countrys most important assetto thank for, who
serve as the PDOTs partners in building our brand and fulfilling the promise of a more
fun Philippines, Tourism Secretary Jimenez said.
Mr. Mario Hardy, CEO, PATA, said, We are extremely delighted to have
Secretary Jimenez open the event, as his experience and expertise on how to market a
destination is something all industry stakeholders should learn from, especially when
trying to market a new emerging destination. In addition to Secretary Jimenez, we have
a very broad and dynamic range of speakers confirmed for the event, and delegates
can be assured of coming away with practical skills and knowledge to take back and
apply to their organisation, especially through the Technical Tour and Tourism
Marketing Treasure Hunt.

* A PATA media release through the Philippine Department of Tourism

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PATA is also delighted to announce that Mr. Joey Sarte Salceda, Governor,
Provincial Government of Albay, Philippines, will be providing the closing address on
Ecotourism Transcending Climate Change, the theme of this years PATA New
Tourism Frontiers Forum.
Governor Salceda said, "Albay is globally recognized by United Nations as the
model for adapting to the impacts of climate change. After suffering 46% damage in
2006, the province quickly recovered by using tourism as one of its principal tools for
reconstruction with foreign tourists rising from 8,700 in 2006 to 339,000 in 2014. In the
same period, it built 320 kilometers of roads to provide access to new and unique
destinations. As host of PATA 2015, Albay shares this unique experience giving hope
and guidance in transcending the inevitable effects of climate change."
Governor Salceda has gained a well-deserved reputation for his commitment to
Disaster Risk Reduction and Climate Change Adaptation. In his inaugural speech in
2013, after his election for a third consecutive term as Governor, he said that our goal
is to become the most liveable province of the Philippines known for good education,
good healthcare and good environment where people are healthy, happy, employed,
and live full lives.
Confirmed speakers for the event include Ms. Chloe Harvey, International Coordinator,
Green Fins/Reef World Foundation; Ms. Maeve Nightingale, Manager, Capacity
Development, Mangroves for the Future, International Union for Conservation of Nature
(IUCN) Asia Regional Office, Ecosystems & Livelihoods Group; Mr. Andy Cornish,
Global Shark Programme Leader, WWF International; Mr. Sylvain Gianni, General
Manager, Asiaventure Services; Mr. Willem Niemeijer, Founder & CEO, Khiri Travel
Co., Ltd.; Mr. Struan Robertson, CEO, SpiceRoads Cycle Tours; Mr. Lucas M. Nunag,
Owner, Amarela Resort and Chairman of Bohol Provincial Tourism Council; Mr. Masato
Takamatsu, Managing Director & Chief Research Officer, Japan Tourism Marketing
Co.; Mr. Masaru Takayama, Founding Chair, Asian Ecotourism Network; Mr. Jon
Nathan Denight, General Manager, Guam Visitors Bureau; Mr. Al Linsangan III,
Executive Director, The Coron Initiative and Director, Society for Sustainable Tourism &
Development Inc.; Mr. Damian Cook, Founder & Managing Director - E-Tourism
Frontiers and Chairman Local Ocean Trust; Ms. Lisa Pagotto, Founder, Crooked
Compass & Railbookers; and Ms. Sarah Mathews, Head of Destination Marketing APAC, TripAdvisor.
The Forum will explore various topics including Climate Change Mitigation and
the Role of Tourism, Marine Tourism & the Implications for Water-Reliant Operations,
Global Adventure Travel Trends, ASEAN for Adventure: Where Boundaries are Endless,
Crisis Management & Risk Reduction for New Destinations, and the Power of
Ecotourism: Best Practices & Models for Implementation.

* A PATA media release through the Philippine Department of Tourism

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Furthermore, the last session on Interactive Marketing A Treasure Hunt will

allow delegates to explore how to make a destination discovered in the dynamic world
of digital, mobile and new travel behaviour, using tools and insights gained from the
previous days Technical Tour and Treasure Hunt.
Delegates attending the PATA New Tourism Frontiers Forum 2015 will land in
the City of Fun and Adventure Legazpi City in the province of Albay in the
Philippines known for its perfectly cone-shaped Mayon Volcano, once a nominee for
the New 7 Wonders of Nature.
Albay is a United Nations Global Model for Disaster Risk Reduction and Climate
Change Adaptation. It is ranked among the 1st Class Provinces in the country and
among the fastest growing tourist destinations in 2013. Legazpi also recently hosted the
UNWTO-ASEAN International Conference on Tourism and Climate Change.
To learn more about the PATA New Tourism Frontiers Forum 2015 or to register
for the event as a media delegate, visit www.PATA.org/ntff2015.

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CONTACT:

EVELYN A. MACAYAYONG
Media and Communications Service
Philippine Department of Tourism
459-5200, loc. 509, 510
eamacayayong@tourism.gov.ph; eamacayayong@yahoo.com.ph

PAUL PRUANGKARN
Pacific Asia Travel Association
Manager Communications
Bangkok, Thailand
Tel: +66 2 658 2000
E-mail: Communications@PATA.org

* A PATA media release through the Philippine Department of Tourism

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