The Pacific Asia Travel Association (PATA) has announced the winners of The PATA Gold Awards 2021. This year’s awards recognise the achievements of 20 organisations and individuals.
PATA presented 18 Gold Awards to such organisations as the Catalan Tourist Board, Designated Areas for Sustainable Development Administration (DASTA); Galaxy Entertainment Group, Hong Kong Tourism Board, Korea Tourism Organization, Langkawi Development Authority (LADA), Melco Resorts & Entertainment, Meridian Adventure Dive Resort, MGM China, Outrigger Hospitality Group, Plaza Premium Group, SriLankan Airlines Ltd., Taiwan Tourism Bureau, Ayala Land, Inc. – Ten Knots Group, Tourism Authority of Thailand, and Tourism Malaysia, The Award is supported and sponsored by the Macao Government Tourism Office (MGTO) for the last 26 years.
Under the guidance of PATA headquarters, 18 independent judges from around the world selected the winners of the 18 Gold Awards and two Grand Title Winners.
Ms Maria Helena de Senna Fernandes, Director of MGTO, said, “Amid the global disruption we are living due to the pandemic, the outstanding initiatives in tourism marketing and sustainability of this year’s PATA Gold Awards winners are a beacon of light for the industry. Congratulations to all winners for keeping up the spirit of innovation in these trying times. Macao is honored to maintain its long-standing support to this PATA initiative and contribute to helping rebuild a more responsible and sustainable tourism industry.”
PATA CEO Liz Ortiguera added, “On behalf of PATA, I would like to extend our sincere congratulations to all PATA Gold Award winners and Grand Title winners, and I would also like to thank all of this year’s participants. The achievements of this year’s winners will hopefully inspire and encourage our industry to create new responsible and sustainable initiatives as we look towards recovery from the COVID-19 pandemic. It was a pleasure to celebrate their accomplishments live during the online PATA Gold Awards Presentation.”
The PATA Grand Title Winners were presented to outstanding entries in two principal categories: Marketing, and Sustainability and Social Responsibility.
The Macao Government Tourism Office USA Representative Office, Macao, China received the PATA Gold Award 2021 Grand Title in Marketing for its “Dream Now and Travel Later” campaign. In response to the global pandemic that caused a -93% of YOY decrease in visitor arrivals to Macao from 2019 to 2020, the Macao Government Tourism Office USA Representative Office (MGTO-USA) launched the “Dream Now and Travel Later” integrated campaign series in the fall of 2020, which consisted of the concepts of East Meets West and Macao Make it to GIPHY with a goal to inspire consumers to “Dream Now and Travel Later.” The campaigns launched across Facebook, Instagram, and Twitter, inclusive of influencer partnerships, paid partnerships with a third-party media platform, social media sweepstakes, content creation and management, and community engagement. Initially conceptualized in 2019, both campaign concepts required immediate reconsideration and redirection in order to compensate for the changing marketplace.
The Grand Title in Sustainability and Social Responsibility was presented to Cinnamon Hotel Management Ltd, Sri Lanka for its “Cinnamon Travel Pledge”. As a company that has always been guided by the values of caring, trust, and integrity, Cinnamon Hotel Management sought a way to be an effective support for the front-line employees and the country and bring a silver lining to this dark time in history. The Cinnamon Travel Pledge is a way of saying ‘Thank You’ to the brave front-line workforce and appreciate their dedication and sacrifice with a getaway that gives them the chance to reconnect with their families and uplift their mindset.
Open to both PATA and non-PATA members, this year’s Awards attracted a total of 113 entries from 51 travel and tourism organisations and individuals.
PATA Grand Title Winners 2021
{Marketing} Dream Now and Travel Later, Macao Government Tourism Office USA Representative Office, Macao, China
(Sustainability and Social Responsibility) Cinnamon Travel Pledge Cinnamon Hotel Management Ltd, Sri Lanka
(Marketing Campaign (National – Asia) Special Tourist Visa (STV), Tourism Authority of Thailand (TAT), Thailand
(Marketing Campaign (State and City – Global) 360 Hong Kong Moments – Great Outdoors Hong Kong Tourism Board, Hong Kong SAR
(Marketing – Carrier) #SriLankanPromises, SriLankan Airlines Ltd., Sri Lanka
(Marketing – Hospitality) The Outrigger Promise, Outrigger Hospitality Group, USA
(Marketing – Industry), Plaza Premium Group – Build Back Better, Plaza Premium Group, Hong Kong SAR
(Digital Marketing Campaign), Legends of Catalonia, Catalan Tourist Board, Spain
(Printed Marketing Campaign), DIVE INTO YOUR DREAM – MALAYSIA 365 DAYS, Tourism Malaysia, Malaysia
(Travel Video) A Glimpse into Meridian Adventure Dive Resort – Raja Ampat, Meridian Adventure Dive Resort, Indonesia
(Travel Photograph) The sunset view of Jingzaijiao Tile-paved Salt Fields, Taiwan Tourism Bureau, Chinese Taipei
(Destination Article) Georgia, queen of the desert, Catherine Marshall, Australia
(Business Article) TTG Asia July 2020: Loyalty wars TTG Asia Media Pte Ltd, Singapore
(Climate Change Initiative), Above & Beyond – Melco’s Sustainability Strategy, Melco Resorts & Entertainment, Macao, China
(Corporate Social Responsibility), Be GREEN and GREAT in the time of COVID-19, Ayala Land, Inc. – Ten Knots Group, Philippines
(Community Based Tourism), Tour Dure, Korea Tourism Organization, Korea (ROK),
( Culture)Galaxy Entertainment Group – Promoting Cultural Tourism through our Foundation, Galaxy Entertainment Group, Macao, China
(Heritage) THE DIVERSE HERITAGE OF KUBANG BADAK BIOGEOTRAIL, Langkawi Development Authority (LADA), Malaysia
(Youth Empowerment Initiative) MGM Youth Empowerment and Engagement Initiative, MGM China, Macao, China
(Human Capital Development Initiative) DASTA CBT Integrated Curriculum, Designated Areas for Sustainable Tourism Administration (DASTA), Thailand.
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