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PATA announces Mekong Tourism Forum highlights

The Pacific Asia Travel Association has released confirmed programme highlights for the Seventh Mekong Tourism Forum

The Pacific Asia Travel Association has released confirmed programme highlights for the Seventh Mekong Tourism Forum, Sedona Hotel, Yangon, Myanmar, April 4-6, 2002.

Asia-based branding expert, Dr. Paul Temporal, will deliver the main address, Strategic Partnerships in Branding and Selling the Mekong, which will explain the best way to establish a brand such as the Mekong, not just in Asia, but globally. Dr. Temporal will draw on 20 years of advising companies and governments how to build brand awareness. The author of seven books on branding such as Branding in Asia and Corporate Charisma is also editor of Branding, which provides articles and practical tools on branding, including an on-going survey on the best brands in Asia. He has also advised five governments with the development of their brand image in Asia.

PATA<.> Director-Southeast Asia, Ms. Malinee Kitaphanich, said Dr. Temporal`s hands-on experience from the corporate world was relevant. The Mekong region deserves to be recognised globally as one destination. Branding and marketing are the two biggest challenges facing the Mekong as a single tourism destination today.

A session called, Selling Small — But Not Selling Cheap will argue the case for quality tourism, not mass tourism. In Investigating the Mekong Impact, Indochina expert, Dataconsult Director, Mr. Christopher F. Bruton will explain the challenges facing the distribution of services and products in the Mekong region.

The Seventh Mekong Tourism Forum will also deliver thought-provoking sessions such as Tourism and Poverty Reduction, A Reality Check for Online Marketing, A Buyer`s Guide to Living with the EU Directive on Package Tours, Applying the Brakes on Child Sex in Tourism, and Lifestyle Tourism — Nourishing the Senses in the Mekong.

The first ever PATA Mekong Innovative Product Award will also be launched at the Forum, which will feature a Buyers and Sellers business session.

Complimentary post-Forum tours will be offered by Myanmar Tour & Travel, which is part of the Ministry of Hotels & Tourism.