The Pacific Asia Travel Association has signed a memorandum of understanding with the European Tour Operators Association designed to enhance cooperation between the two bodies.
Under the terms of the deal, the organisations will share research, intelligence, information and work together to carry out lobbying and policy development activities.
The MoU was signed by Bill Calderwood, PATA interim chief executive, and ETOA executive director Tom Jenkins.
It offers the two associations’ reciprocal arrangements in sharing data and the results of their studies, reports and surveys.
Calderwood said: “Both PATA and ETOA will start to work together in pursuit of our shared interests.
“We are seeking to minimise the obstacles to two-way growth between Asia Pacific and Europe.”
The MoU will also facilitate lobbying activities for the benefits of the both organisations’ members.
The two executives noted that PATA and ETOA together represent an “extraordinarily” wide array of organisations such as multi-nationals, national bodies and large and small businesses in the world’s most significant origin and destination tourism markets.
Jenkins said: “As Europe works towards economic recovery, the Asia Pacific region is a vital partner.
“The impulse to explore the world is something that can easily be discouraged.
“Visa and tax arrangements are problematic, health and security concerns are exaggerated.
“The industry needs to respond to a wide range of consumer concerns and interests.
“We are honoured and pleased to announce our partnership with PATA as we work towards common ends.”