Local focus provides way into ATMA

August 11, 2000, 12:58

Journal: TWUK	Section:
Title:	Issue Date: 24/07/00
Author:	Page Number: 34
Copyright: Other

Asia travel marketing association

Local focus provides way into ATMA

Change in constitution allows UK Chapter to recruit country members

The Tourism Authority of Thailand’s London-based marketing and public relations manager, Chris Lee, has taken over as chairman of the UK Chapter of the Asia Travel Marketing Association just as it is on the verge of significant expansion.

A change in the association’s constitution means from next July it will be able to recruit country members on a local basis and the UK Chapter is hopeful this will lead to more destinations signing up.

In particular, it hopes Singapore, Hong Kong and Malaysia will make a commitment to join the UK Chapter by the end of this year.

“We have always wanted these countries to join ATMA because they are such important destinations for the UK, but understandably they didn’t want to pay the cost of joining on a worldwide basis because some Chapters are better than others,” said Lee.

“We will be talking to these countries’ representatives in the UK over the next few weeks and I feel very optimistic they will join the UK Chapter.”

So far, the association, which was set up to promote tourism to Southeast Asia, has just six country members: Thailand, Japan, Korea, Macau, Taiwan and the Philippines.

Of these, only Thailand attracts a significant number of holidaymakers from the UK.

“It is important we have other destinations on board so when we hold training programmes and workshops for travel agents, we will be able to represent the whole Southeast Asia region,” said Lee.

ATMA has already invited Hong Kong, Singapore and Malaysia to take part in its UK workshops this year, and Lee said he has held informal talks with regard to the destinations becoming paid-up members of the association.

“I already work closely with Hong Kong and Singapore through our Together in Asia partnership,” added Lee. “Now I will talk to all these destinations to find out what they want from ATMA.”

The UK Chapter also needs to decide how much it will charge countries who join at a local level. ATMA’s London-based regional marketing director Kim Romanski said she would also like China to join the UK Chapter, together with destinations such as Vietnam, Cambodia, Laos and Indonesia that do not have tourist offices in this country.

“These destinations can still take part in our training programmes and when we have workshops, ATMA will send a representative on their behalf,” he said.

Romanski said that whereas some of the smaller destinations in Southeast Asia, such as Laos, could not afford to join ATMA on a worldwide basis, they may be able to afford to join the UK Chapter instead.

Rich pickings: the ATMA would like to see destinations like China, which doesn’t have a UKtourist office, join its UK Chapter

factfile

hot spots in the atma region

n Kenting National Park, Taiwan: a seaside resort in the south of the country, with clean beaches, an attractive coastline and good tourism infrastructure. There is a good selection of four and five-star hotels. National carrier Eva Air has flights from Taipei which connect with services from London.

n Kyushu, Japan: this island in the south of the country is famous for its hot springs, the most popular of which are at Beppu, renowned for its hot sand treatments. There is also an indoor Ocean Dome at Miyazaki with a man-made beach and water park. UK operators featuring the island include Creative Tours and ANA World Tours. Flights to Fukuoka areavailable from the UK.

n Kyongju, South Korea: once the capital of the Shilla Kingdom, this city is located in southeastern Korea. Many relics and examples of Buddhist culture can be seen in the area,designated by the United Nations Educational, Scientific and Cultural Organisation as one of the world’s 10 most historically significant sites. There are a handful of hotels in Kyongju, which is a 4hr journey from Seoul.