Cultural heritage and environmental tourism are
the dominant themes of the winning entries in this year’s Pacific Asia Travel
Association Gold Awards.The four “best-of-show” Grand Awards will go to the Ministry of Tourism, Government
of India, in the Marketing category; the Macau Government Tourist Office (MGTO) for
Heritage; Six Senses Resorts & Spas, Thailand for the Environment; and Jetwing
Hotels, Sri Lanka for Education & Training.
Open to both PATA and non-PATA members, this year’s awards attracted a record total
of 339 entries from 132 travel and tourism organisations. In addition to the four Grand Awards, there were 24 Gold Awards, with multiple awards going to
Chaaya Hotels & Resorts, Kerala Tourism and Tourism Malaysia.
Targeted at affluent travellers from the US, Europe, Asia, the Pacific and the
Middle East, the Incredible India global campaign has 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 made aggressive use of traditional above-the-line advertising as
well as interactive new media, including several micro sites and 11 online contests.
The successful inscription “The Historic Centre of Macau” on the UNESCO World
Heritage List prompted the MGTO 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”
Six Senses’ 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”.
Forced to bridge skills gaps and equip local young people for employment, the
Jetwing 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 employ
ment to young people.
The winners will be honoured at a special luncheon during the PATA Travel Mart 2007
in Bali on September 28.
The PATA Gold Awards are generously sponsored by the Macau Government Tourist Office.
MGTO Director Mr João Manuel Costa Antunes said, “By sponsoring this leading travel
awards program for twelve years, we believe we are helping to provide the chance for
new ideas and products to stand out and be recognised, thus contributing to the
development of the tourism industry in the region, something that is a source of
great pride for us.”