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Another interesting article......Alpha

PATA CEO Challenge 2008
What was the PATA CEO Challenge 2008?
It was the first opportunity for the entire travel and tourism industry in Asia Pacific to agree to practical solutions to confront climate change.

Full and free public access to PATA CEO Challenge 2008: Confronting Climate Change proceedings is available right here!

Green Solutions Make Good Business Sense

Peter de JongCollaborative Opportunities Emerge from PATA CEO Challenge 2008: Confronting Climate Change

Delegates at the inaugural PATA CEO Challenge 2008: Confronting Climate Change agreed to collaborate on a range of initiatives to confront climate change, such as Banyan Tree’s green audit programme, Intrepid Travel’s project management plan, and Expedia’s World Heritage Alliance.

The CEO Challenge successfully facilitated the sharing of these valuable, practical initiatives. And I am delighted that so many industry leaders – from all sectors of travel and tourism – accepted the challenge to share their thoughts, ideas and actions on climate change.

The event has definitely delivered on our goals, with so many good ideas, innovative programmes and practical solutions, and, most importantly, opportunities for collaborative action.

More than 350 people, including officials of the Thai Ministry of Tourism and Sports, registered media and accompanying persons, engaged in the day-and-a-half programme, including a welcome reception and dinner hosted by the Tourism Authority of Thailand (TAT).

One of the more general take-aways from the event is a simple action plan that any leader of a travel and tourism organisation can follow:-

Start a discussion with your management team and Board to agree on principles and priorities for a climate change strategy
Create a compelling vision to ensure internal and external stakeholder support
Conduct an environmental audit; set targets; measure, verify and record results (There are specialised service providers, such as Green Globe, that can assist)
Communicate your environmental action plan with internal and external stakeholders
Where emission reductions are impractical, offer optional offset charges to your customers and provide adequate incentives for their take-up
More specific recommendations for action came out the six Boardroom Challenge breakout sessions on the first day, which focused on airlines, airports/aviation, destinations, distribution, global hotels and resorts, and regional hotels and resorts.

While each sector had its unique opportunities for collaboration, a common theme running through all of them was the need for industry associations such as PATA to advocate, educate and facilitate.

PATA is committed to carrying forward the momentum generated by this event. We will develop our website to create an information portal for continuing the dialogue on best practice and collaborative action, and we will upload all the presentations and outcomes from the CEO Challenge, with edited video clips of key sessions.

We also plan to produce a highlights package – including edited film clips – which can be used by PATA members, PATA Chapters and other partner organisations to share CEO Challenge outcomes with new audiences.

PATA will also formally endorse the declaration from April's aviation and environment summit in Geneva, signed by global aviation leaders including the International Air Transport Association (IATA). And we are committed to further collaboration on climate change and the broader issues of sustainability with the UNWTO, and other associations.

I would like to express my appreciation to the CEO Challenge hosts the TAT, partners Burba Hotel Network (BHN) and the Centre for Asia Pacific Aviation (CAPA), and all of the sponsors, supporters, advocates, moderators, panelists and delegates for their commitment to action and willingness to be part of the solution. And to Green Globe, which applied its science and systems to help significantly reduce the carbon footprint of key elements of the event.

PATA will organise another CEO Challenge. All the positive energy and discussion generated at the inaugural event suggests we have struck on a winning formula.

To those who "rose to the Challenge" in 2008, we welcome your feedback on how to make the event better.

We trust all stakeholders will want to be "part of the solution" at the next PATA CEO Challenge.



Peter de Jong

President and CEO

Pacific Asia Travel Association (PATA)

Email: [e-mail].
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