PATA and TTRA Formalise Partnership to Strengthen Tourism Research and Knowledge Exchange
The Pacific Asia Travel Association (PATA) and the Travel and Tourism Research Association (TTRA) have signed a Memorandum of Understanding (MOU) to deepen collaboration in tourism research, knowledge exchange, and professional engagement.
Purpose of the Partnership
- Strengthen connections between Asia-Pacific’s tourism network (PATA) and TTRA’s global community of researchers and professionals.
- Support responsible and sustainable tourism development through shared intelligence and cooperation.
- Provide members with more opportunities to learn, connect, and engage across both organizations.
Areas of Collaboration
- Events & Knowledge Sharing: Joint support for conferences, workshops, and speaker participation.
- Knowledge Exchange: Sharing perspectives on tourism research, planning, and development.
- Marketing & Communications: Cross-promotion of events and activities via newsletters and digital channels.
- Professional Engagement: Creating platforms for members to connect and collaborate on industry developments.
Leadership Perspectives
- Noor Ahmad Hamid (PATA CEO): Emphasized the importance of reliable tourism intelligence for better decision-making and highlighted TTRA’s strong research community.
- Kathleen Palmer (TTRA CEO): Stressed the value of building global connections and expanding the reach of tourism research and ideas.
Significance
This partnership bridges Asia-Pacific tourism networks with global research expertise, creating a stronger foundation for evidence-based decision-making in tourism. It also reflects a growing industry trend: aligning academic research with practical destination management and industry needs.
