The Pacific Asia Travel Association (PATA) has signed a PATA Preferred Partner agreement with Dragon Trail, an award-winning digital marketing and travel technology company in Beijing.

The agreement aims to strengthen cooperation in the development of digital marketing, social media, and to support PATA’s activities in China. 

The partnership agreement was signed by Stu Lloyd, senior director, PATA and George Cao, chief executive of Dragon Trail during the 5th UNWTO/PATA Forum on Tourism Trends and Outlook in Guilin, China.

Lloyd said: “The understanding of China’s social media, online marketing and mobile is critical to the success of any travel industry brand.

“Dragon Trail’s focus on China, travel and digital will help PATA communicate with existing and prospective members to help build their business.

“The partnership is important, especially with the launch of the new PATA China Chapter later this year.”

Jens added: “We are very pleased to enter into a preferred partnership with PATA at a time when the travel world is looking to China.

“We are seeing a shift from traditional cookie-cutter tour groups to a new generation of Chinese traveller who wants individual and personal travel experiences.

“Partnering with PATA presents an important opportunity to educate international travel organisations about these emerging trends, and help leverage digital channels to seize the opportunity.”