Shangri-La Hotel, Singapore launches first-ever social mobile programme with Wechat to engage guests in Asia

MACAU SAR - The Pacific Asia Travel Association (PATA) is pleased to announce BBC Global News Ltd., the owner and operator of BBC World News and bbc.com/news, as the new PATA Premier Media Partner.

As a membership association advocating for the responsible development of the Asia Pacific travel and tourism industry, the partnership will provide PATA the opportunity to reach more than 200 countries and territories worldwide, and over 389 million households and 1.81 million hotel rooms.

The 24-hour global news channel BBC World News and bbc.com, which offers up-to-the minute international news and in-depth analysis, is the top choice for premium audiences in Asia Pacific and is recognised as the most trustworthy and insightful news brand in Asia. It is the #1 international news platform consumed by the world’s high net worth premium travelers1. Also, BBC World News is the most popular channel watched from hotel rooms by frequent business travelers2. BBC World News is the leader in global breaking news, presenting various stories from the widest range of locations with journalists in more countries than other international news broadcasters.

PATA CEO Martin J. Craigs commenting on the sidelines of the APEC 8th Tourism Ministerial Meeting in Macau SAR said, “PATA looks forward to a wide ranging cooperation with BBC World News and BBC.com. This will be a genuine partnership with each side drawing expertise from the other. The integrity, intensity and diversity of BBC’s news coverage need no introduction. PATA expects to project via this partnership why travel and tourism is overwhelmingly a force for good in a troubled world.”

As one of the first steps in the partnership, Carmen Roberts, a reporter and producer on BBC World News’s weekly travel new programme, Travel Show, will be a guest moderator at the JATA Tourism EXPO Japan 2014 – International Tourism Forum, Asia Travel Market Analysis Session, organized in collaboration with PATA. The theme of the session, “Rapidly Growing Asia and Significance for Tourism Industry”, will be presented by Ivy Chee, PATA Regional Director – East Asia and explore the current tourism outlook across Asia and look at key sustainable development strategies in Thailand, Malaysia and Japan.

Source: 1 Consumed channel from hotel rooms or via mobile/apps. Ipsos Affluent Survey Asia Pacific (IASAP) Q3 – Q4 2013, 10 markets, first/business class travellers who earn US10K+ monthly income or own US$1mn+ investment (90,020 / 186); Ipsos Affluent Survey Europe (EMS) 2014, first/business class travellers who own £500K+ investment (483,000 / 444). Monthly reach % applied.
2 Ipsos Affluent Survey Asia Pacific (IASAP), Q3-Q4 2013, Travelled for business 3+/6+/12+ times last year.