Tourism Industry & Education

This assignment explores the growth of the tourism industry and its impact on economic and career development. It discusses the challenges faced by the industry and emphasizes the importance of education in tourism development. The role of organizations like PATA in promoting tourism and facilitating career opportunities for students is also highlighted. The analysis includes examples of initiatives like the PATA Malaysia Chapter Tourism Career Fair, which connect students with potential employers in the tourism sector.

Running head: PATA CAREER FAIR 2017
PATA Career Fair

PATA CAREER FAIR 2017 1
Table of Contents
Introduction.................................................................................................................................................2
PATA 4th edition......................................................................................................................................2
Volume 8, ASEAN’s New Marketing Focus.......................................................................................2
Volume 10, The Rise of the Pearl River Delta.....................................................................................2
Volume 17, South America-Asia: Growing to the tune of the Samba?................................................3
PATA Malaysia Chapter.........................................................................................................................3
Tourism Industry.....................................................................................................................................3
Tourism Career Opportunity in 21st Century...........................................................................................4
Career development in Tourism industry.................................................................................................4
Trends and changes in Tourism...............................................................................................................4
Office efficiency may be knotted to relaxation time............................................................................5
Offer vacations to take people away from stress..................................................................................5
Offer people with passages for hobbies...............................................................................................5
Education can change tourism development............................................................................................5
Opinion and suggestion about PATA Career Fair 2017...........................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

PATA CAREER FAIR 2017 2
Introduction
The report is about the event PATA Career Fair 2017 (Pacific Asia Travel Association), it is an
association of international membership. The report will provide the history of PATA, about the
4th edition of PATA, about PATA Malaysia Chapter 2. It will also provide the knowledge of
product and tourism industry. In addition to this, the report will provide the present career
opportunity in the 21st century. Further, it will discuss the changes and trends in this industry and
effect of education on the development of tourism. The report will provide the suggestions for
improvements.
Pacific Asia Travel Association was founded in 1951, it is a not-for-profit association and is
known for performing as a promoter for the development of tourism and travel within the region
of Asia Pacific (PATA. 2017). The Association offers associated support, perceptive research
and unique events to the organization members. It involves 95 city tourism bodies, government
and state, 108 hospitality organizations, 72 educational institutions, 35 international airlines and
airports, hundreds of travel companies in Asia Pacific and outside. Worldwide thousands of
travel professionals are linked with the 36 local PATA chapters. This chapter is responsible for
the development of events and training of travel industry.
PATA 4th edition
Volume 8, ASEAN’s New Marketing Focus- The ASEAN is suffering, after the September 11
and bombing in Bali in 2002 there is a decrease in the number of European tourist to Southeast
Asia. In Philippines, Singapore, Malaysia, and Indonesia the arrival of European have fallen, but
Thailand and Vietnam are performing well. To increase the arrivals of international visitor a
marketing strategy is being planned by ASEAN in order to increase the flow of tourism in
ASEAN (PATA. 2015).
In the 4th edition, a strategy of free-trade is planned by ASEAN to increase the flow of tourism
with Japan, China (PRC), Korea (ROK) and India. Situations of each country will be
summarized and taxes will be reduced, increase communication, improve infrastructure and
build transportation facilities.
Volume 10, The Rise of the Pearl River Delta- The Pearl River Delta (PRD), is the wonderful
area managing the Sea of South China, is emerging at a fast pace. China's Guangdong Province,

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Macao SAR and Hong Kong SAR are known as ‘megacity' of this region as it involves almost 35
percent of the population of the country (PATA. 2015).
In this volume of the 4th edition of Issues and Trends, the progress will be expanded of the PRD
in Macao SAR, Hong Kong SAR, and Guangzhou. In this areas, the development of the tourism
will be presented by the arrivals of international visitors and by the efforts of internal
governments.
Volume 17, South America-Asia: Growing to the tune of the Samba? – As compared to before
conditions, now it is not so difficult to cross the Pacific Ocean with the new technologies and
developed transportation facilities. Economy wise Asia and South America are developing, on
the other hand, the Western world is struggling due to the economic recession (PATA. 2015).
In this 17th Volume of the 4th edition of Issues and Trends Asia and America will be presented
and compared. There will be an expansion of arrival of the international visitor, the capacity of
the seat, economic comparison and air traffic.
PATA Malaysia Chapter
In 1975, the PATA Malaysia Chapter (PMC) was established, it is an extension or addition in the
PATA association to help in interpreting the PATA global objectives into domestic action in
Malaysia, by functional programs and events applicable to local societies and to receive the
PATA facilities to all members of the chapter. The vision of PMC is to become the leader of
tourism and travel of Malaysia and within Asia-Pacific. The mission of PMC is to generate value
for the stakeholders of tourism through the collaboration of private and public sector and to
encourage the tourism and travel sustainable growth in Malaysia (Malaysia Travel. 2017). The
present membership of 94 include hotels, educational institutions, travel agents, airlines,
government sectors and other associations related to the industry of hospitality and tourism
(Bhatia, 2006).
Tourism Industry
Over the years, the tourism industry has seen nonstop development and expanding diversification
to grow into the fastest rising economic sector in the world. Modern tourism involves various
new destinations and development. These changing aspects have curved tourism into the main
factor of socio-economic progress (UNWTO. 2017). Today, the business of tourism is equal or
even beats the business of oil, automobiles or food products. In the international market, the

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tourism industry is the major player and is one of the main sources of income generation for
many developing countries. Competition among destinations and diversification goes hand in
hand. Due to the spread of tourism industry globally the related sectors are benefited by
receiving economic and employment opportunities from telecommunication to construction to
agriculture.
Tourism Career Opportunity in 21st Century
The Tourism industry is counted in one of the largest and growing industries. In the 21st century,
three industries are the reason to drive the global economy are tourism, telecommunication and
technology (Aynaleum, Birhanu & Tesefay, 2016). Tourism is labor concentrated and an
important employment source. It is counted in the world’s top providers of jobs demanding
variable degrees of abilities and permits for quick entrance into the workforce for workers,
women, and youth. In some countries, the involvement of tourism is very important for
employment. Employment opportunities are created by hospitality and tourism industries in
various areas such as transportation, accommodation, attraction sites. Therefore, the accessibility
of trained and capable workforce is an essential factor for the success of the program of the
tourism. The instant and clear consequences of this condition is the trouble of employing an
appropriate staff and high staff turnover, these are expensive to the industry success.
Career development in Tourism industry
In the tourism industry, career development opportunities are accessible due to the organization
nature and strong association of tourism enterprise. So, career development term has been
acknowledged as the descriptor to be used for information of career, guidance, and advice (Fakir
& Ahmed, 2017). Career is a new phenomenon in this industry. New opportunities for
employment are created due to development in the tourism industry. Frequently, this industry is
complained about providing low pay but there are many career development opportunities. In the
sector of private, public and third there are various opportunities present with excellent career
development opportunities. Payment, job satisfaction, and prestige are some of the criteria to be
considered on career development. But motivation is the important career development criteria.
Trends and changes in Tourism
The “snowed-under” phenomenon was so influential that people use to feel embarrassed to apply
for vacation and when vacations were taken usually they were for long weekends. This work-
until-you-drop mindset stuck tourism in several ways. For example- lots of women went through

PATA CAREER FAIR 2017 5
an inner fight between their wish to stay home with their children and their wish, or need to
work. These type of women received opportunities by tourism industry who take the opportunity
to involve in the workforce not at the initial position but at administrator position. To change the
mentality of people tourism industry provided shorter and intense travel experiences, the
weekend package of vacation was introduced and hotels according to the need of business people
and internet facilities to busy executives with free emails to stay in touch with their work, even
when they are on vacations. As a result, the mentality or never-ending workload started
changing. Some of the trends in work time management are:
Office efficiency may be knotted to relaxation time- Previously, vacations were considered as the
time period of non-productivity. But now the mentality of people is changing and managers are
understanding that fewer vacations and longer working hours do not provide higher productivity
rather it gives more workplace stress.
Offer vacations to take people away from stress- Vacations provide people a relax mind and
away from daily and stressful routines.
Offer people with passages for hobbies- Tourism is not only about mountains, museums, and
beaches. Tourism provides many opportunities to people. Visitors are trying to move towards
their old hobbies (Tourism and More. 2015).
Education can change tourism development
Education generally is known as learning in which skills, habits, and knowledge of people are
transferred from generation to generation through research, training, and teaching. It is very
important to educate the Aboriginal people of different cultural tradition and tourism places in
their own language and also in the language which is officially recognized globally for the
foreign tourist who will not understand the local language. The role of tourism in the structural
and economic development of their area if people will be educated in their own language. If
people will be educated in the language which is globally recognized then communication
between tourist and local people will be smooth and easier (Feature. 2017).
Opinion and suggestion about PATA Career Fair 2017
The tourism industry is facing challenges in retaining and attracting skilled human capital. The
fair is very famous and receives good response from universities and students and from tourism
and hospitality sector. This chapter of this fair has won an award in 2015 of the most innovative

PATA CAREER FAIR 2017 6
chapter and in 2016 the Spirit of PATA (PATA Malaysia. 2017). This fair provides opportunity
to the tourism industry to make contacts with the students.
The challenges faced by tourism industry can be solved by collaborating tourism Malaysia with
universities and colleges. PMC should focus on tourism career forum to attract student’s
participation.
Conclusion
In the conclusion, it can be said that tourism industry is growing rapidly and contributing
towards the economic development as well as career development. PATA is helping tourism
industry to increase the number of visitors in the countries where there is a decrease in the
number of visitors. Education is also important for the tourism development.

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References
Aynaleum, S., Birhanu, K. & Tesefay, S. (2016). Employment Opportunities and Challenges in
Tourism and Hospitality Sectors. Journal of Tourism and Hospitality, doi: 10.4172/2167-
0269.1000257.
Bhatia, A.K. (2006). International Tourism Management. Sterling Publishers Pvt. Ltd.
Fakir, J & Ahmed, R. (2017). The Opportunities of Career Development in Tourism Industry in
Bangladesh. Journal of Business Studies Quarterly, 8(4).
Feature. (2017). The importance of education on tourism development and sustainment.
Retrieved from: http://www.ftms.edu.my/images/Document/Magazine/Inner20-23.pdf
Malaysia Travel. (2017). PATA Malaysia Chapter Tourism Career Fair 2017. Retrieved from:
http://www.malaysia.travel/en/us/events/2017/11/pata-malaysia-chapter-tourism-career-
fair-2017
PATA Malaysia. (2017). REPORT: PATA MALAYSIA CHAPTER (PMC) TOURISM CAREER
FAIR 2016. Retrieved from: http://patamalaysia.org/index.php/2017/04/28/report-pata-
malaysia-chapter-pmc-tourism-career-fair-2016/
PATA. (2015). Volume 10, 4th edition – The Rise of the Pearl River Delta. Retrieved from:
https://pata.org/store/publications/volume-10-4th-edition-the-rise-of-the-pearl-river-delta/
PATA. (2015). Volume 17, 4th edition – South America-Asia: Growing to the Tune of the
Samba? Retrieved from: https://pata.org/store/publications/volume-17-4th-edition-south-
america-asia-growing-to-the-tune-of-the-samba/
PATA. (2015). Volume 8, 4th edition – ASEAN’s New Marketing Focus. Retrieved from:
https://pata.org/store/publications/volume-8-4th-edition-aseans-new-marketing-focus/
PATA. (2017). About PATA. Retrieved from: https://www.pata.org/about-pata/
Tourism and More. (2015). Tourism and Tourism Trends: Changes in the way we spend our
time. Retrieved from: http://www.tourismandmore.com/tidbits/tourism-and-tourism-
trends-changes-in-the-way-we-spend-our-time/
UNWTO. (2017). Why tourism? Retrieved from: http://www2.unwto.org/content/why-tourism