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( BANGKOK, THAILAND, August 15, 2007 - The Pacific Asia Travel Association (PATA)'s CEO Challenge has been identified as a 'keystone' event in the global effort to lead the travel and tourism industry's response to climate change.

United Nations World Tourism Organization (UNWTO) Secretary General Mr Francesco Frangialli said: “The UN system has been charged to lead the global response to climate change and UNWTO is working hard to ensure that the tourism sector plays its part effectively.

“We welcome PATA's CEO Challenge, which will be an important leadership contribution to this effort and a keystone building block in our industry's long-term drive to minimise our carbon footprint," he added.

PATA's CEO Challenge is the fourth in a series of forthcoming leadership events on this compelling theme: starting with UNWTO's second Climate Change and Tourism conference in Davos, Switzerland, October 1-3; a tourism ministerial meeting in London in November; and, in April 2008, the airline community's third Aviation and Environment Summit in Geneva.

PATA will participate in the Davos UNWTO conference and UNWTO will participate in the CEO Challenge, thus ensuring close collaboration between the two communities, as UNWTO formulates its global travel and tourism response to climate change.

Mr Peter de Jong, President and CEO of Asia Pacific's leading industry body, PATA, said he looked forward to contributing to UNWTO's global efforts. “We strongly support these initiatives and intend to incorporate their conclusions and recommendations into our CEO Challenge,'' said Mr de Jong.

At the event, PATA will challenge influential travel and tourism industry leaders from all sectors to agree to a defining industry response to climate change, one of the greatest global threats to travel and tourism.

Hosted by the Tourism Authority of Thailand, and organised in partnership with the Centre for Asia Pacific Aviation (CAPA) and the Burba Hotel Network (BHN), PATA's “CEO Challenge 2008: Confronting Climate Change" will take place in Bangkok, April 29-30, 2008.

The 'PATA CEO Challenge' is a new annual event that PATA organises in lieu of the previous PATA Annual Conference. For more testimonials, and to register your interest, please go to


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Mission statement: “The Pacific Asia Travel Association (PATA) is a membership association acting as a catalyst for the responsible development of the Asia Pacific travel and tourism industry. In partnership with PATA's private and public sector members, we enhance the sustainable growth, value and quality of travel and tourism to, from and within the region."

Founded in 1951, PATA is the recognised authority on Asia Pacific travel and tourism. PATA provides leadership and advocacy to the collective efforts of nearly 100 government, state and city tourism bodies, more than 55 airlines and cruise lines, and hundreds of travel industry companies. In addition, thousands of travel professionals belong to dozens of PATA chapters worldwide. PATA is a not-for-profit organisation. Find out more at

BHN brings together more than two decades of experience in developing and organizing the world's most prominent gatherings of the hotel and tourism investment community, including the Americas Lodging Investment Summit (ALIS) in Los Angeles, the International Hotel Investment Forum (IHIF) in Berlin, the Bolsa Mexicana de Inversión Turistica (BMIT) in Mexico City, the annual Caribbean Hotel and Tourism Investment Conference (CHTIC) and the Hotel Investment Conference Asia Pacific (HICAP) in Hong Kong. The BHN website is the gateway for information about the conferences BHN produces, as well as a direct link to important players in the hospitality investment world.

Founded in 1990, the Centre for Asia Pacific Aviation is the region's leading provider of independent aviation market intelligence, analysis and data services. The Centre also convenes highly acclaimed international aviation strategy summits. Understanding aviation markets is our great strength. We aim to present our clients and business partners with an unrivalled depth of expertise delivered by skilled and experienced professionals.

For more information contact: PATA Corporate Communications Ms Min Min Wong Tel: +66 (0)2 658-2000 extension 107 Email: PATA Marketing Communications Mr David Gillbanks Tel: +66 (0)2 658-2000 extension 108 Email:

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