In less than three months you will be able to participate in the PATA CEO Challenge 2008: Confronting Climate Change.

It is the first opportunity for the entire travel and tourism industry in Asia Pacific, across the private and public sectors, from NTOs to airlines, hotels to tour operators, to agree on practical solutions to confront climate change.

The most compelling argument for joining the PATA CEO Challenge 2008: Confronting Climate Change comes from an exclusive interview our PATA colleagues had recently with keynote speaker Dr RK Pachauri.

Dr Pachauri believes firmly that travel and tourism can make a difference in the fight against climate change.

He urges industry leaders to take steps to fight climate change before governments pass legislation forcing them to act.

He believes, as expressed in the candid interview, that it doesn’t all have to happen at once, but must begin now and become measurable.

Here are just two captivating quotes from Dr Pachauri:

“I would say that the message is very clear. The world is going to demand much tighter standards, much higher performance of (travel and tourism), and I think if you take a proactive and positive approach then you should anticipate some of the things that are going to be expected of you and take steps well in advance before you are forced or regulated into doing so.”

And …

“And all of this is actually good business also. It’s not charity. So I think basically one needs to bring about a philosophical shift in terms of what is important, what is of high priority to the tourism industry. And I think if one can do that, then a lot of these things will fall into place.”  Read the full interview.

We are also delighted to report that our Premier Partner CNN is supporting us by airing television commercials (TVCs) for the PATA CEO Challenge on their prime time slots through February.

This kind of support shows that the fight against climate change is being waged on all fronts, in a uniquely unified manner.

We are especially thrilled that PATA member and long-time marketing partner TBWA-ISCMalaysia has created these TVCs for us, donating valuable creative time and production expertise to support the PATA CEO Challenge.

The ads invite you to “become part of the solution”, which is the overarching theme for the event in April.

Our industry colleague and thought-leader KP Ho, Executive Chairman of Banyan Tree Hotels and Resorts, was generous enough to share his time to appear in an advertisement.

He urges industry colleagues to step up, just as he has done, to commit to the PATA CEO Challenge.

Numerous travel and tourism leaders have committed to the PATA CEO Challenge. See who will lead the charge at this historic event: full programme.

Our hosts, the Tourism Authority of Thailand, are working tirelessly to provide the best reception possible for our delegates, many of whom will be visiting “The Land of Smiles” for the first time.

So, be part of the solution. Register online now.

We welcome your interest and your feedback!

Peter de Jong

President and CEO
Pacific Asia Travel Association (PATA)
Email: ceochallenge@PATA.org