GOLD AWARDS 2020 - Pacific Asia Travel Association
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GOLD AWARDS
2020
Marketing
Sustainability
Human Capital Development
PATA GOLD AWARDS 2020 1
In this Winners’ Showcase souvenir e-booklet, the Pacific Asia Travel Association (PATA) is
proud to honour the outstanding achievements of this year’s 20 PATA Gold Awards and three
Grand Title Winners.
During Virtual PATA Travel Mart 2020 in conjunction with the Sichuan International Travel Expo,
three Grand Title Winners will be presented to the “best of show” winners in the categories of
Marketing, Sustainability and Human Capital Development. A total of 20 Gold Awards will also
be presented to winning entries in the above-mentioned categories.
The 2020 PATA Gold Awards, open to members and non-members of the Association,
attracted a total of 121 entries from 40 travel and tourism organisations and individuals.
PATA wishes to acknowledge the generous support of the Macao Government Tourism Office
in once again sponsoring the PATA Gold Awards.
PATA GOLD AWARDS 2020 2
PATA GOLD AWARDS 2020 3
MESSAGE FROM
Maria Helena de Senna Fernandes
Director of the Macao Government Tourism Office (MGTO)
It has been more than two decades now, since the Macao
Government Tourism Office started rendering its support to
the PATA Gold Awards. Over the years, we have seen numerous
outstanding initiatives from individuals and organizations across the
tourism industry coming to the limelight at this platform, helping
along to raise the standards of the industry.
The areas awarded by PATA have also evolved throughout the
years to match the changing landscape of the tourism industry,
with the latest ones added being: Climate Change Initiative, Tourism
for All and Youth Empowerment Initiative. Times and demands may
change, but the ability to continue to reinvent the tourism industry
in our different areas of work remains the core of what the awards
want to encourage. I salute the PATA Gold Awards 2020 winners
for helping to keep this spirit of innovation alive with their unique
approaches.
This year, the abrupt and unprecedented global disruption brought
by the COVID-19 pandemic, has showed us the hard way how
important it is to be able to think ‘outside the box’. While the
pandemic is a global crisis still unfolding, we know that tourism
will not be the same, as we are called to come up with creative
solutions in order to operate in the ‘new normal’.
As a tourism city, safe and already gradually resuming tourism,
Macao is glad to continue its long-standing support to this PATA
awards initiative. We want to foster innovation and excellence, to
forge ‘Partnerships for Tomorrow’, and together with stakeholders
from around the world rebuild a responsible and resilient tourism
industry, while continuing to push forward
the implementation of the United Nation’s
Sustainable Development Goals, in these
uncertain and challenging times.
PATA GOLD AWARDS 2020 4PATA GOLD AWARDS 2020
JUDGING COMMITTEE
Abdulla Ghiyas Jon Nathan Denight
Deputy Managing Director Representative
Inner Maldives Holidays, Maldives Palau Visitors Authority, Palau
Caroline Brenner Kamika Smith
Head of Travel Research General Manager
Euromonitor, Maldives Smith’s Motor Boat Service, Inc., USA
Dr. Faith Ong Prof. Kaye Chon
Lecturer Advisor of Student Chapter Dean and Chair Professor
University of Queensland, Australia Hong Kong PolyU, Hong Kong SAR
Jason Lin Khem Lakai
Chief Talent Board of Trustee, PATA Foundation
Talent Basket LLC, USA Founder/CEO - Global Academy of Tourism &
Hospitality Education (GATE), Nepal
PATA GOLD AWARDS 2020 5Mayur Patel Simon Lloyd
Regional Sales Director JPAC Dean - International Hospitality Industry
OAG, Singapore Dusit Thani College, Thailand
Natasha Martin Supawan Teerarat
Founder Senior VP, Strategic Business Development and
Good Tourism, Cambodia Innovation
Thailand Convention & Exhibition Bureau (TCEB),
Thailand
Nobutaka Ishikure Tony Smyth
Chairman Associate Director
Goltz et ses amis, Japan iFREE GROUP (HK) LTD, Hong Kong SAR
Randy Durband Vadim Tylik
CEO CEO
Global Sustainable Tourism Council (GSTC), USA RMAA Group, Russian Federation
Richard Cogswell
Commercial Director - APAC
WEX Asia Pte Ltd, Singapore
PATA GOLD AWARDS 2020 6PATA
GRAND
TITLE
WINNERS
2020
PATA GOLD AWARDS 2020 7PATA GRAND TITLE WINNERS 2020
MARKETING
Human By Nature Print Campaign
Kerala Tourism, India
In August 2018, unprecedented heavy Monsoon rain devastated Kerala. Kerala strived together as a fraternity to overcome the catastrophic
flood and showed tremendous resilience. The ordinary people of Kerala, the fishermen, students, working professionals, and villagers
emerged as the Heroes of the Flood.
The campaign is drawn from the everyday life of people in the five diverse terrains of Kerala and explores the fascinating ‘humanscape’
of the land. The idea emerged from travellers who began to perceive ‘human’ encounters in Kerala as a unique, enriching experience.
Moreover, the campaign which promotes ordinary people as brand ambassadors of the land is built on the idea of a common humanity
that connects the travellers with Keralites and the fact that everyday life in its reality is one of the most exceptional experiences that Kerala
offers.
Human by Nature Campaign relaunched ‘Destination Kerala’ in key markets, targeting the upcoming domestic and international tourist
seasons. In a marked shift, the campaign featured ‘Humanscapes’, against landscapes in the different terrains of Kerala. The campaign
consisted of a TVC and 5 Ad print campaigns with extensions across all media and even in national and international Trade Fairs. As an
evident result of the campaign, Kerala recorded a growth rate of 17.2% in 2019, the highest growth rate in tourism arrivals in 24 years.
PATA GOLD AWARDS 2020 8PATA GRAND TITLE WINNERS 2020
SUSTAINABILITY
Anurak Community Lodge
YAANA Ventures, Thailand
Anurak Community Lodge in Surat Thani province, Southern Thailand, is a Travelife Gold certified eco-lodge for active lifestyle visitors
who respect nature and local community traditions. The 20-key lodge offers Deluxe Green, Eco Double, Eco Twin, and Deluxe Jungle Tent
options. Surrounded by spectacular limestone karst scenery, the lodge is an ideal base to explore adjacent Khao Sok National Park and
majestic Chiew Larn Lake. Anurak Community Lodge is Travelife Gold Certified.
“Anurak” in Thai language means “to conserve”.
Anurak’s operation since opening in 2016 has been guided by an ethos of reduce, reuse and recycle. Guests and staff are encouraged to
save energy and water. Single-use plastic, Styrofoam and cardboard plates are banned. Plastic straws have been replaced with bamboo
and metal ones. An onsite recycling station has been set up, along with a composting area. A grey water treatment filter system for laundry
wastewater is in place. Water from that system is being used on the Rainforest Rising project. Rainforest Rising is Anurak’s project to return
two rai (3,226 sqm; 0.8 acres) of former palm oil plantation beside the lodge to indigenous lowland evergreen forest by 2023. The final goal is
to regenerate a further 10 rai (four acres) to have the same biodiversity and be indistinguishable from the adjacent Khao Sok National Park.
Our aim is to do the best we can and lead by example on environmental matters.
PATA GOLD AWARDS 2020 9PATA GRAND TITLE WINNERS 2020
HUMAN CAPITAL DEVELOPMENT
Unleashing Greatness – MGM’s Human Capital Development
Initiative
MGM China, Macao, China
Guided by MGM’s vision of “Unleashing Greatness for all”, we aim to unleash the greatness of our constituents through sustainable
development of our employees, communities and responsible tourism. Hence, effective Human Capital Development is definitely key to our
future success. We build a sustainable world-class hospitality workforce with a strong learning culture that engages employees and lifelong
learning. Our best-in-class 74 training hours per head per year validates our commitment and achievement in this endeavor. MGM practices
responsible citizenships to ensure localization of staff and the sustainable development of its extended communities. Our initiatives include
scholarships for local students, internship opportunities, community outreach program, youth leadership development, etc. One example is
our pioneering free online sign language lessons to the community in Macau. Building a world-class hospitality workforce also requires the
best learning resources, career development, and partnering with leading educational institutes. These opportunities for our staff include
overseas education exchanges, professional skills competition, continuous education and much more. While classroom training was limited
during COVID-19, we successfully stepped up our measure in digital learning offerings, including virtual classroom, micro learning, etc.,
resulting in over 190% increase in eLearning learner pax and 275% increase in learners’ proactiveness.
Overall, Unleashing Greatness serves as the core talent development strategy for our over 10,000 employees in MGM. With over 100 human
resources awards and business awards, including Forbes five-star ratings for our venues and services, MGM has demonstrated that the
effective human capital development and success in our business is closely intertwined.
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GOLD
AWARDS
2020
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MARKETING CAMPAIGN
(NATIONAL - ASIA)
Macao’s Mobile Cafe 2019
Macao Government Tourism Office USA, Macao, China
In spring 2019, the Macao Government Tourism Office USA (MGTO USA) captivated the San Francisco
market with its one-of-a-kind Macao Mobile Cafe. From May 29 to June 3, 2019, the Macao Mobile
Cafe provided consumers with free Macanese food samples, specially-curated Macao travel deals,
onsite destination ambassadors, twice-daily cultural performances, Instagram-worthy light-up truck
elements and photo wall, and sweepstakes trip giveaways. The paralleled promotional campaign
for the Macao Mobile Cafe included an integrated paid broadcast and social media campaign, public
relations campaign and media outreach, private media and trade launch event, and an influencer
cooking class inclusive of a local chef partnership.
Macao’s Mobile Cafe was a huge success, spreading destination awareness with a remarkable
marketing impact of: 6,225 food samples shared, 8+ million media impressions, across 12 total media
placements from the team’s PR efforts and media launch event, 3 paid broadcast placements on local
channels, resulting in 20+ million viewers, 1+ million social media impressions stemming from the
influencer event, 4 sweepstakes giving away a trip to Macao as part of the activation, 500+ applications
to the consumer sweepstakes giveaway, promoting traffic to the Visit Macao website, and an 8.4%
increase in visitors from the U.S. to Macao in the month following the activation.
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MARKETING CAMPAIGN
(STATE AND CITY - GLOBAL)
Script Your Adventure 2019
Department of Tourism, Government of Karnataka, India
Located in Southern India, Karnataka is a land known for its spices, silks and sandalwood. Tourism in
Karnataka stands out with its diverse offerings and is unparalleled in terms of touristic offerings; be
it Heritage, Culture, Nature, Beaches or Wildlife and offers every tourist a unique holiday experience.
And true to its tag line “One State, Many Worlds”, Karnataka has something for everyone, offering
every tourist lifelong memories. From ancient temples, UNESCO Heritage Sites & monuments, verdant
forests teeming with amazing flora and fauna, pristine beaches, romantic hill stations to people
undertaking pilgrimage to many of the divine destinations. Thus, making it an ideal place for a
traveller with diverse interests.
With this in mind, we initiated a new theme “Script Your Adventure” and conceived a print campaign
based on this. The core idea was to create mind-bending photographs of important destinations. And
bringing out never before seen impressions of these destinations that will lure every traveller.
For the same, 5 sought after destinations of the state (including heritage, beaches, wildlife and
monuments) were selected – Hampi, Manjarabad Fort, Kabini forests, Mysore and Om Beach.
Spellbinding visuals were captured including aerial photography which showed the destination in a
completely new perspective. By showcasing diverse experiences available here to all kinds of travellers
and to lure these travellers to find their own reason to have his/ her adventure in Karnataka, and in the
process discover themselves.
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MARKETING - CARRIER
Next Door Neighbors
SriLankan Airlines Ltd., Sri Lanka
In the aftermath of the Sri Lanka’s Easter Attacks, we needed to build greater relevance for SriLankan
Airlines and Sri Lanka among travelers. We began our efforts to drive visitors back to Sri Lanka, starting
with our closest neighbor and largest market – India.
The idea highlights how the proximity between India and Sri Lanka is similar to that of next-door
neighbors.
As such, the campaign reinforces Sri Lanka as a destination that offers all the benefits of an
international destination (a multitude of new experiences) with the convenience of a domestic trip
(shorter travel time) and highlights SriLankan Airlines as the best way to get there.
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MARKETING - HOSPITALITY
Pu’er Red Panda Manor
Mekong River Tourism, China
Yunnan Mekong Tourism Co.，Ltd., engaged in green eco-tourism in Yunnan since 1995, is mainly
involved in tourism investment, development and management. The company currently invests in and
manages 16 green tourism projects, such as Sun-River Forest Park in Pu’er, Red Panda Manor Forest
Hotel, and Wild Elephant Valley scenic area.The company has always adhered to the development
philosophy of green tourism, driving the transformation of the local economy with a sustainable
tourism development model, actively improving the education and income of local residents,
providing a healthy and happy travel experience through green tourism, and preserving natural and
cultural resources for future generations. The project covers the entire pan-tourism industry and has
achieved remarkable social, environmental and economic benefits.
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MARKETING - INDUSTRY
Slow Travel Myanmar
Sampan Travel, Myanmar SLOW TRAVEL
MYANMAR
Sampan Travel's PATA Gold Award Submission 2020 (mi)
Slow Travel Myanmar is an online magazine created by Sampan Travel to encourage expatriates in
Yangon to travel to new destinations within Myanmar instead of vacationing abroad.
The project was initiated in response to the drop-off in tourist arrivals after the crisis in Rakhine State
at the end of 2017. It was expanded in 2018 and again in 2019. By encouraging domestic travel to
foreigners already in Myanmar, Sampan aimed to support the tourism industry and local communities
as well as improve cross-cultural understanding between locals and expatriates which at that time had
reached a nadir.
The articles published in Slow Travel Myanmar attempt to get under the skin of the country, presenting
a broad picture of Myanmar and spurring expatriates to foster a deeper relationship with the country.
Sampan chose to create long-form articles to emphasize the ethos of slow travel. Slow Travel is
the opposite of clickbait, listicles and hype - it is about deeper, more expansive, and – at the risk of
sounding pretentious – realer experiences.
Slow Travel Myanmar has cemented its place as the trusted resource for expatriates looking to explore
Myanmar – further, deeper, slower.
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DIGITAL MARKETING CAMPAIGN
Sustainable Gastronomy - The Great Green Food Journey,
Macao, Celebrating Creativity, Sustainability and Culture
Macao Government Tourism Office, Macao, China
Now in Macao, there’s a growing trend to change the food industry into something much more
sustainable, a movement worth celebrating to inspire and share with the world. Through this
partnership with National Geographic, Macao was being positioned as the destination for sustainable
food in Asia.
Designated as a UNESCO Creative City of Gastronomy at a time with increasing awareness and growing
concern on food waste and related issues, initiatives launched by the Macao SAR government and
the mighty fully integrated hotel resorts tackling large quantity of food waste generated in their
daily operations, provided the groundwork for forming the basis of a creative concept for promoting
sustainable gastronomy on one hand, highlighting the collective efforts from both the public and
private sectors in addressing the key issues on the other hand.
The campaign strategy sets out to produce ever green content by the highly respected, authoritative
National Geographic, aiming to inspire sustainable, creative eating, yet formulated to align with the
SAR government’s commitment towards supporting and contributing to the UNESCO Creative Cities
Network while promoting the sustainable gastronomy movement simultaneously.
By bringing stories of Macao’s sustainable gastronomy to life, Macao was projected as a destination to
enjoy a more enriched travel experience. Not only did the collaboration successfully capture Macao’s
unique and inspiring sustainable food culture through the lens of National Geographic with videos,
articles and social stories but the online content had been scheduled to coincide with the events to
leverage the offline environment to generate greater awareness and noise.
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PRINTED MARKETING CAMPAIGN
Taichung – Perfect Weekend
Tourism and Travel Bureau, Taichung City
Government, Chinese Taipei
We have selected several hot spots that are diverse and unique to Taichung. Something for everybody.
The locations are organized in a way that helps visitors plan their weekend according to the best time
to visit a particular location. For example; the best sunrise or the best sunset.
We also display small icons that will let visitors know which locations offer great eateries, or which
location is known for taking incredible photos. (For the avid Instagramer)
Our goal is to provide a simple guide for visitors to plan for a perfect weekend in Taichung. From the
early hours of the morning to sunset.
We hope to show a City that has immense cultural diversity and a huge variety of indoor and outdoor
activities. Afterall, Taichung is the heart of Taiwan.
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TRAVEL VIDEO
Travelstan
Kazakh Tourism National Company JSC, Kazakhstan
This video is intended to increase awareness of Kazakhstan among adventurous well-travelled
individuals primarily from EU, GCC and ASEAN who are keen to opening new cultures and destinations.
Objectives:
1. to eliminate a negative connotation the STAN suffix brings up among certain groups
2. to promote inbound tourism by inspiring to visit Kazakhstan while telling the story of the 4E
concept of Kazakh tourism offer (Eco, Ethno, Entertainment, Events)
3. to create awareness among locals (the video was also produced in Kazakh language).
The video has been aired on international channels with a combined potential audience reach of more
than 480 million households worldwide. The video has also been rotated on board of Air Astana, the
Eurosport website, as well as shared on social media accounts including YouTube of Embassies of
Kazakhstan and partner networks. The length of the campaign was from Aug-Dec 2019.
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TRAVEL PHOTOGRAPH
A Beautiful Bond, Ban Nong Bua Elephant Village,
Surin
Tourism Authority of Thailand, Thailand
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DESTINATION ARTICLE
Thai Left Bank
Dr. John Borthwick, Australia
‘Thai Left-Bank’ celebrates Bangkok’s historic but sometimes overlooked ‘west side’ district of
Thonburi, a place of churches, temples and great Portuguese-style pastries.
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BUSINESS ARTICLE
Food For The Soul
TTG Asia Media Pte Ltd, Singapore
Meals during business events are accomplishing more than filling hungry bellies. These days, they are
a networking catalyst, a way for delegates to contribute to sustainability goals, and an opportunity to
experience the destination.
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CLIMATE CHANGE INITIATIVE
Outrigger’s Zone (OZONE)
Outrigger Hospitality Group, Hawaii
Outrigger launched OZONE (Outrigger’s ZONE) in 2014 as a global conservation initiative centered on
coral health and resiliency in the world’s oceans, with special focus on the waters that surround the
iconic beach destinations of Outrigger Resorts around the world. With more than 60 percent of the
world’s coral reefs under immediate threat due to climate change, land pollution and unsustainable
fishing, OZONE invites guests to be part of the solution. As part of the launch, the brand set a goal of
planting and growing a football field worth of coral at participating resorts over the next decade. Just
five years into the program, Outrigger has aided in the planting, monitoring and protection of more
than 100 football fields’ worth of coral, which has led to an increase in marine life surrounding the
coral planted by Outrigger.
The quick success Outrigger saw with its OZONE initiative was in part due to specifically tailored
conservation and sustainability programs in each region the premier beachfront resort brand operates
in, such as coral planting in Fiji, snorkeling with a resident marine biologist in Maldives, beach
cleanups in Hawaii, visiting a marine rehabilitation center in Thailand, among other educational
opportunities offered to Outrigger guests year-round. Beyond encouraging guests and travelers to
support OZONE activations, Outrigger hosts (employees) put the company’s sustainable mission into
action by leading green initiatives across their local communities. Each Outrigger Resort has an OZONE
Ambassador to localize the programming and encourage participation among the team members.
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COMMUNITY AND SOCIAL
RESPONSIBILITY
Banyan Tree 25th Anniversary Global Sustainability
Initiatives
Banyan Tree Holdings Limited, Singapore
For 25 years, Banyan Tree’s sustainability efforts have extended beyond the precautionary approach,
integrating social and environmental responsibility throughout operations, and enhancing travellers’
experiences through our Stay for Good programme. In 2019, Banyan Tree celebrated our 25th
anniversary, reflecting on our sustainability journey and partnerships nurtured that have provided
a platform of possibilities for our stakeholders. The Group introduced a slew of global sustainability
initiatives throughout the year to raise awareness of environmental issues among guests, associates
and partners worldwide, and make a positive impact on both the environment and surrounding
communities. These group-wide sustainability initiatives, driven by the Group’s non-profit arm –
Banyan Tree Global Foundation, included the planting of half a million trees to-date, developing
educational infrastructure at 25 schools worldwide, contributing 25,000 volunteer hours, and raising
awareness of responsible tourism. In addition, the Group launched in 2020 our 25th anniversary
commemorative book, ‘Rooted in Sustainability’, which traverses the emotional architecture
underpinning Banyan Tree’s 25-year sustainability journey and aims to inspire like-minded companies
in the industry to embark on their own green journey.
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COMMUNITY BASED TOURISM
Community Homestay Network
Royal Mountain Travel, Nepal
Royal Mountain Travel through its Community Homestay Network project has been a pioneer for
promoting community-based tourism on a large scale in Nepal. We engage with the communities at
the grassroots level in areas with a potential for tourism, help them develop and market their product
and services and create a market linkage. The project, which started in 2012 is now supporting a
network of 24 communities and has helped create tangible positive changes in the communities.
Families have reported increased income, women hosts have reported feeling more empowered and
communities have reported taking greater pride in their cultures. This while giving travelers a unique
opportunity to gain authentic experiences in Nepal, from the tea estates in the East to the national
parks in the West.
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CULTURE
Alishan Tea Culture Performance and Sustainable
Development
Taiwan Tourism Bureau, Chinese Taipei
Alishan has a rich ecology, diverse landscape and unique regional charms. This beautiful area is world
famous for its delicious high-mountain tea.
Taiwan Tourism Bureau developed community partnerships that helped create a “tea appreciation”
environment that included new opportunities for tea culture and travel performance experts, tea
related cultural performances and creating expertise in combining tea culture with the local ecology.
We adapted different elements to each season, and facilitated the development of traditional tea
performance arts” as well as innovative tea tourism experiences, activities, and visual arts. This has
become an attractive destination for tourism as well as a new platform for ecological education.
Through these efforts, many youth return to this area and participate in new employment
opportunities related to the tea industry, including performance arts and the preservation of this
area’s tea culture and accumulated wisdom of many years. In the end, we were able to develop “tea
culture tourism” into a meaningful part of the area’s sustainable community development.
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HERITAGE
SUSTAINABILITY - NATURAL HERITAGE
Rainforest Ecolodge (Pvt) Ltd., Sri Lanka
Hidden away in the depths of the jungle on the edge of Sri Lanka’s fabled Sinharajah Rainforest
lies “The Rainforest Ecolodge” the lodging facility happens to be the first of its kind where recycled
shipping containers have been used for comfortable living space” Sinharaja, home to over 90% of Sri
Lanka’s endemic bird species and over 50% of endemic species of mammals, reptiles, amphibians,
butterflies and insect.
• The launch of this historic project was to introduce Eco Tourism as a model destination and was
developed by a group of leading hoteliers in the island. The activities and experience in this
project can assist Sri Lanka in drafting its own ecotourism guidelines for hotel construction and
management.
• Major tour operators included Rainforest Ecolodge in their nature based programs, eg. TUI,
KUONI, Trail Finders etc., strengthening the profile of Sri Lanka as an Eco Tourism Destination.
• Community Development - build a new tea worker village with improved housing, power supply,
clean drinking water, sanitary facilities; a better school, crèche and place of worship for the tea
worker community of 37 families.
• Designed and constructed as per US Green Building Council’s (USGBC) Leadership in Energy and
Environmental Design (LEED). Awarded with Platinum Certification as the First and only LEED
PLATINUM Hotel in Sri Lanka and Fifth Hotel in the World.
• Working towards Carbon Neutral Foot Print.
• Training Manual for Rainforest Interpreter Guides was published, to build capacity and increase
awareness and research activities.
• The Department of Forest opened a new entrance to Sinharaja within 2km away from hotel.
Eventually, through treks, it will open several network of places to visit, to meet other like minded
researches and where knowledge sharing will take place.
• The only main feature that has to be done is the Canopy Walk.
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TOURISM FOR ALL
Virtual Tourism for Senior Citizens
Taylor’s University, Malaysia
Since the proliferation of the internet, many elderly tourists have adopted the worldwide web as a tool
for finding information about travel. Consequently, this phenomenon has transformed the structure
of the tourism industry, as many tourism-related enterprises have now jumped on the bandwagon to
promote themselves online through the medium of virtual reality. Given the growing number of senior
‘armchair travelers’ who make use of internet technology to travel from their home, there have not yet
been sufficient empirical studies in this area. While most virtual reality and tourism-related enterprises
had previously considered young people to be their primary market, they are now recognising a shift
in their customers’ profiles, particularly in regard to the growing trend of silver tourism. Therefore,
to help fill this gap the current research aims to explore the potential of virtual reality as an optimal
marketing platform for tourism-related enterprises, as well as its potential for replacing actual travel
by senior netizens.
Thirteen semi-structured in-depth interviews were conducted with a group of elderly Malaysian
Chinese people who had experienced virtual tours to Japan using Samsung virtual reality head
mounts. Virtual tours have the potential to heighten elderly tourists’ sensory experiences, leaving
lasting positive impressions and, as a consequence, can influence their decision-making process
when it comes to travel destinations. These results will be particularly beneficial to those looking to
formulate strategies to undertake proactive measures to manage elderly individuals in the global
tourism market.
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WOMEN EMPOWERMENT
INITIATIVE
Supporting and Promoting Women’s Career Development of
Tourism Products of the “Nan-Ner-Jaow” Brand
Designated Areas for Sustainable Tourism Administration
(DASTA), Thailand
Nan Province is well known for various local products especially silk clothing which is one of the most
notable handwoven products. The Nan’s handwoven product development project under the
“Nan-Ner-Jaow” has been driven forward to build on the local wisdom, reflect the identity, improve
the quality of life, and sustainably generate income for the community.
The “Nan-Ner-Jaow” brand was established with the integration of the 4 weaving groups in the
Designated Area of Nan Old City in order to simultaneously develop products and local tourism which
focused on the participatory process or “Co-Creation”. The groups work with related associated
networks to ensure that tangible benefits of tourism are received by the community. The 4 weaving
groups are including:
1. Hong Jao Fong Kam Weaving Group - Nam Lai Yot Nam Pattern
2. Ban Sao Luang Weaving Group - Bor Suak Pattern
3. Ban Na Pong Phatthana Weaving Group - Dao Lom Deuan Pattern
4. Career Support Ban Chiang Rai Group - Taa Gohng Pattern
This brand was formed by unemployed local housewives with love for weaving to jointly help conserve
the traditional weaving techniques, design traditional weaving patterns, and source handwoven
products to sell systematically. It can generate incomes to local women’s groups that they can
contribute to further knowledge and skills which can develop art and culture conservation. This will
assist with long-term sustainable development goals or SDGs.
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YOUTH EMPOWERMENT INITIATIVE
DASTA NAN Youth Club (DNYC)
Designated Areas for Sustainable Tourism
Administration (DASTA), Thailand
The Build upon Inherited Wisdom in Creating a Sustainable Development Project is a designed to
promote youth participation in inheriting local cultural heritage toward sustainability and open a
creative area for youth to conduct activities that benefit the community under the concept of “Nan
Youth: Inherit, Conserve, Develop, and Build upon Creatively.” It aims to develop the youth’s abilities
by supporting them to discover and develop their potential to conduct activities that benefit the
community. With regard to the youth’s different ability levels, the project encourages the youth to fully
display their potential with an understanding of their love for fun and excitement and ever-changing
behavior according to modern society’s values.
Accordingly, tourism activities are needed as an intermediary to bring the traditional culture and the
new generation together. It is a strategy to reach the new generation and allow them to joyfully learn
about the culture through tourism activities. As a result, it will enable the youth to deeply absorb
their cultural roots and bridge the cultural gap creativity. In 2015, a group of determined youth was
formed with the belief to develop and educate the local fellow youth about the culture and jointly
demonstrate the power of creativity to develop the community toward sustainability.
PATA GOLD AWARDS 2020 30PATA GOLD AWARDS 2020
HUMAN CAPITAL DEVELOPMENT
INITIATIVE
The IFTM Tourism Education Student Summit
(TEd Summit) Event
Macao Institute for Tourism Studies, Macao, China
Macao Institute for Tourism studies (IFTM) has been entrusted with the mission to groom talent for
the tourism and hospitality industry. Each student who enters IFTM is endowed with potential; it is
our responsibility to guide and nurture its realisation. In their final year of study, Bachelor of Science
(BSc) students are required to conceptualise and carry out an individual research thesis/project which
enables them to examine an aspect of their chosen industry and calls upon them to apply what they
have learned throughout their respective programme of study. The aim of the required individual
research component is to equip students with the knowledge and skills to identify problems, to
monitor trends and to make informed decisions. In short, it endows them with the capacity to adapt. It
is insufficient for graduates to be aware of current industry operations alone, they must be prepared to
lead the industry into the future. The annual Tourism Education Student Summit (TEd Summit) event
showcases the best student researchers, and is evidence that IFTM is making good on its promise to
nurture professional talent. This event provides a platform for future industry leaders (impending
BSc graduates) to meet current key industry stakeholders. It presents current industry leaders and
academics with research findings relevant to present day trends and circumstances within the
industry. Most importantly, it serves to enhance the professional efficacy of impending BSc graduates
through the sharing of their research findings to key industry stakeholders.
PATA GOLD AWARDS 2020 31PATA
PATA
PREMIER
PREMIER
PARTNER
PARTNER
PATA
PATA
PREMIER
PREMIER
MEDIA
MEDIA
PARTNER
PARTNER
ww
www. w
P .APTAAT. A
o .r og r g
PATA
PATA
STRATEGIC
STRATEGIC
PARTNERS
PARTNERS
HEAD
HEAD
OFFICE
OFFICE
28th28th
Floor,
Floor,
Siam Siam
Piwat
Piwat
Tower
Tower
989 989
RamaRama
I Road,
I Road,
Pathumwan
Pathumwan
Bangkok
Bangkok
10330,
10330,
Thailand
Thailand
PATA PREFERRED
PATA PARTNERS
PREFERRED PARTNERS
Tel: Tel: +66 +66
(0)2(0)2
658-2000
658-2000
Fax:Fax: +66 +66
(0)2(0)2
658-2010
658-2010
Email:
Email:
membership@PATA.org
membership@PATA.org
PATA PATA CHINA
CHINA CONTENT
CONTENT
PARTNER
PARTNER
Beijing,
Beijing,
China
China
Tel: Tel: +86 +86
(0)10
(0)10
6500-1397
6500-1397
Fax:Fax: +86 +86
(0)10
(0)10
6500-1497
6500-1497 MEDIA
MEDIA
PARTNERS
PARTNERS PATA
PATA
ALLIANCE
ALLIANCE
PARTNER
PARTNER
Email:
Email:
china@PATAchina.org
china@PATAchina.org
TM TM
PATA PATA
EUROPE,
EUROPE,WESTWESTASIA,
ASIA, PATA
PATA
GOLD
GOLD
AWARDS
AWARDS
SPONSOR
SPONSOR
AFRICA
AFRICA
London,
London,
UK UK
Tel: Tel: +44 +44
(0)7932
(0)7932
074-978
074-978
Email:
Email:
europe@PATA.org
europe@PATA.org
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