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Awards Honour Dreams, Diversity, Identity and Conscience

Awards Honour Dreams, Diversity, Identity and Conscience (Forimmediaterelease.net) BALI, INDONESIA, September 28, 2007 – Collectively, and in each their own ways, the winners of the 24 Pacific Asia Travel Association (PATA) Gold Awards and four best-of-show Grand Awards in 2007 embody the very best Asia Pacific travel and tourism has to offer; dreams, diversity, identity, and social and environmental conscience.

Macau Government Tourist Office (MGTO) Deputy Director Ms Maria Helena de Senna Fernandes and PATA President and CEO Mr Peter de Jong presented trophies to all the winners today at PATA Travel Mart 2007.

Hosted by the MGTO for the 12th consecutive year, the 2007 PATA Gold Awards Luncheon took place at the Grand Hyatt Bali; the first time the PATA Gold Awards has featured on the PATA Travel Mart programme.

The four best-of-show PATA Grand Award winners were:

Jetwing’s Dream – Education and Training Forced to bridge skills gaps and equip local young people for employment, the Jetwing Hotels’ Youth Development Project provided hospitality and English language training free to school leavers from disadvantaged farming families in the Sigiriya area.

The aims of the “We Dreamed a Dream…” scheme were to solve the human resources shortage in Jetwing’s properties, especially Vil Uyana in Sigriya; pass on some of the benefits of tourism to the local community; and provide gainful employment to young people.

India’s Diversity — Marketing
Targeted at affluent travellers from the US, Europe, Asia, the Pacific and the Middle East, the Incredible India global campaign helped to drive strong double-digit growth in foreign visitor arrivals into India.

Leveraging India’s colour and cultural diversity in the campaign, the Ministry of Tourism and Culture, Governmenf of India made aggressive use of traditional above-the-line advertising as well as interactive new media, including several micro sites and 11 online contests.

Macau’s Identity – Heritage
The successful inscription “The Historic Centre of Macau” on the UNESCO World Heritage List prompted the Macau Government Tourist Office to launch 2006 Macau World Heritage Year, a campaign that positioned Macau as a destination offering travellers much more than entertainment and gaming.

The campaign successfully boosted the economic value of the city’s rich heritage by positioning and promoting its “historic centre” as a must-see attraction.

Six Senses’ Conscience – Environment
Six Senses Resorts and Spa’s Social and Environment Conscience programme aims to enhance the social and environmental performance of Six Senses’ managed properties.

The company hired a full time manager called “Social and Environment Conscience” to oversee the programme which includes environmental awareness and management, corporate partnerships and a “Social and Environmental Responsibility Fund”.

Twenty-four PATA Gold Awards were also presented to 21 winners, listed in full below.

PATA GOLD AWARD WINNERS 2007

1. Marketing Campaign - Primary Government / Destination
Uniquely Singapore, Singapore Tourism Board, Singapore

2. Marketing Campaign - Secondary Government / Destination
Great Tropical Drive, Tourism Tropical North Queensland and Townsville Enterprise, Australia

3. Marketing Campaign - Carrier
Home Away from Home, Srilankan Airlines, Sri Lanka

4. Marketing Campaign - Hospitality
Phuket Perfect, Delivering Asia Communications for C9 Hotelworks, Thailand

5. Marketing Campaign - Industry
The Malaysia International Gourmet Festival 2006, AsiaReach Events, Malaysia

6. Environment - Ecotourism Project
Chaaya Village Habarana, Chaaya Hotels&Resorts, Sri Lanka

7. Environment - Corporate Environmental Programme
Responsible Travel, Intrepid Travel, Australia

8. Environment - Environmental Education Programme
Soneva Nature Trip, Soneva Fushi, Maldives

9. Heritage
Heritage Friendly Tourism Campaign, Heritage Watch, Cambodia

10. Culture
Aranmula, Kerala Tourism, India

11. Education and Training
LNTA-UNESCO Cultural Heritage Specialist Guide Programme, Lao PDR

12. Marketing Media - Brochure
Kerala Tourism, India

13. Marketing Media - Broadcast Media
Malaysia Truly Asia global TV commercial, Tourism Malaysia, Malaysia

14. Marketing Media - Print Media
Malaysia Truly Asia media campaign, Tourism Malaysia, Malaysia

15. Marketing Media - Poster
Ayudhaya Ancient Sites, Tourism Authority of Thailand, Thailand

16. Marketing Media - Video
Korea, Sparkling, Korea Tourism Organization, Korea (ROK)

17. Marketing Media - Public Relations
Lord Howe Island spring campaign 2006, Tourism New South Wales, Australia

18. Marketing Media - CD-Rom
Chaaya Hotels&Resorts, Sri Lanka

19. Marketing Media - Website
www.malaysia.travel, Tourism Malaysia, Malaysia

20. Marketing Media - E-Newsletter
Bali Update, Bali Discovery Tours, Indonesia

21. Travel Journalism - Destination Article
Tea for Twenty Million, Simon Rowe, Discovery, Emphasis Media, Hong Kong SAR

22. Travel Journalism - Industry Business Article
Myanmar Takes on Tourism, Fred Gebhart, Travel Professional, USA

23. Travel Journalism - Travel Photograph
Old Manila, Lester V Ledesma, Smile (Cebu Pacific Air), Ink Publishing, Singapore

24. Travel Journalism - Travel Guidebook
Lifestyle Destination Guide: NYC, Thai Airways International, Thailand

ABOUT PATA
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 www.PATA.org.

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

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