The Pacific Asia Travel Association has signed a Master License agreement with China Ready & Accredited in order to promote the global rollout of CRA programmes to PATA members.
CRA delivers a global system of training and accreditation, which provides Chinese consumers with an assurance of a pre-determined level of service quality when interacting with product and service providers outside mainland China.
China Ready Training combines the wisdom and life experience of acknowledged expert cultural and business leaders in China, and has been developed in close collaboration with industry experts in the country in which they are to be delivered, ensuring proper cross-cultural pollination and industry relevance.
The agreement was signed by Martin Craigs, PATA chief executive, and Julia Gong, CRA chief, during the PATA 2014 Annual Meeting in Zhuhai, China.
The agreement enables PATA to promote and facilitate either face-to-face or online training to PATA members and chapters in the travel and tourism sector throughout the world.
Upon completion of the CHINA READY training course, participants will be awarded a co-branded certificate in recognition of their achievement.
PATA member organizations that meet the global criteria guaranteeing best business practice focused on quality assurance, safety and legal compliance will also receive co-branded PATA/CRA quality service certification.
According to PATA’s recently released Asia Pacific Visitor Forecasts 2014-2018, Chinese visitor arrivals into the Asia Pacific region are expected to reach 182 million by 2018.
In addition, China is expected to continue its double-digit growth of departures to destinations in the Americas, Northeast Asia and South Asia over the period 2014-2018.
The top three receiving destinations – Hong Kong SAR, Thailand and Macau SAR – are forecast to collectively receive over 87 million additional Chinese visitors by 2018.
Craigs explained: “Destinations and companies that want business from China can give themselves a real advantage by attaining CHINA READY accreditation.
“It’s one of the best investments in the future that a tourism body can make these days.”