PATA will launch the pilot PATAcademy at the end of this year as part of efforts to develop human capital.
The first edition will run from December 11 to 14 at the PATA Engagement Hub in Bangkok, and mixes classroom interaction with leading practitioners such as Sukhumbhand Paripatra, governor of Bangkok Metropolitan Administration, and field visits to see best practices in action in and around Bangkok.
PATAcademy is expected to draw between 15 and 20 promising individuals with typically five years’ work experience.
Martin Craigs, CEO of PATA, said the course would give participants a full understanding of the association’s Complete Visitor Economy and “supports the urgent humanware needs of a travel industry that is too often limited by ‘silo’ mentality and fragmented advocacy”.
“The PATAcademy is not in competition with any existing full- or part-time academic courses. It is designed to complement the many offerings of PATA educational institution members,” he said.
Given that the travel industry often suffers labour skills and leadership shortages, “embracing a clear and focused campaign for human capital development addresses core needs of our members”, added Craigs.
