PATA Malaysia Chapter

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Welcome Message from

irst and foremost, I wish to take this opportunity to congratulate the PATA Malaysia Chapter (PMC) for organizing this PATA Hub City Forum (HCF): Kuala Lumpur, in collaboration with PATA headquarters.

Tourism Malaysia has taken over the helm of PMC since 2012, considering the strong relationship with PATA over the years and the historical benefits contributed by PATA in the development of tourism industry in Malaysia, through key events such as PATA Conferences, Travel Marts and Annual Meetings hosted in Malaysia.

PATA headquarters have been facilitating a series of hub city forums at various markets, such as Singapore, Yogyakarta, and Seoul, to address specific issues relating to the respective markets.

This time, Kuala Lumpur has been chosen to host the Forum.

The theme for this event ‘ASEAN Economic Community (AEC) 2015 – Where is Tourism Heading?’ has been specifically selected in the light of the forthcoming ASEAN Economic Community (AEC) which will be implemented in 2015.

Welcome Message from

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n behalf of the PATA Malaysia Chapter (PMC), it gives me great pleasure to bid all the participants a warm welcome to the PATA Hub City Forum (HCF): Kuala Lumpur.

I would like to extend my sincere appreciation to them for their support and also to all those who are involved in making this event a success.

PMC is honoured and pleased to organise this Hub City Forum together with PATA Headquarters, with the support of the Ministry of Tourism and Culture Malaysia and Tourism Malaysia. Themed ‘ASEAN Economic Community (AEC) 2015 – Where is Tourism Heading?’, this Forum is the first to address the fast approaching AEC 2015.

The HCF aims to provide a platform to create awareness of the AEC to the relevant stakeholders of the tourism and hospitality sectors, as well as to enlighten them on the potential opportunities and challenges to their business and the tourism and hospitality industry in general.

Minister of Tourism and Culture, Malaysia YB Dato’ Seri Mohamed Nazri bin Abdul Aziz Therefore, this Forum is considered very relevant and timely as it provides a platform to create awareness of the AEC to the relevant stakeholders of the tourism and hospitality industry, which is one of the key areas that will be impacted by the AEC, and enlighten them on the potential opportunities and challenges to their business and the industry in general.

Once again, I wish PATA Malaysia Chapter a successful Hub City Forum: Kuala Lumpur and that it contributes towards the desired objective of facilitating the relevant stakeholders in keeping abreast of and be fully prepared to face the potential challenges and eventualities under the new scenario in 2015 and beyond.

Dato’ Seri Mohamed Nazri bin Abdul Aziz Minister of Tourism and Culture, Malaysia

Chairman, PATA Malaysia Chapter Y. Bhg. Dato’ Haji Azizan bin Noordin The ultimate objective of the HCF is to facilitate the relevant stakeholders in staying abreast of the AEC 2015. We have invited both local and international experts, as well as prominent speakers, to share their insights, ideas and experience on the subject matter. With the relevant knowledge and information, it is hope that the stakeholders will be better prepared to embrace the possibilities that the AEC will bring and leverage on the opportunities available.

In conclusion, I would like to thank the members of the Organising Committee for their efforts and commitment in making the PATA Hub City Forum: Kuala Lumpur a great success.

DATO’ Haji Azizan Noordin Chairman, PATA Malaysia Chapter

PATA HUB CITY FORUM : KUALALUMPUR Date : 15 October 2014 (Wednesday) Venue : The Royale Chulan Kuala Lumpur

Theme : ASEAN Economic Community 2015 (AEC 2015) – Where is Tourism Heading?

Event Programme

8:30 a.m.

Arrival of Guests/ Registration

9:30 a.m.

Arrival of YB Dato’ Seri Mohamed Nazri bin Abdul Aziz, Minister of Tourism and Culture, Malaysia

9:35 a.m.

Welcome Remarks by Y.Bhg. Dato’ Haji Azizan bin Noordin, Chairman, PATA Malaysia Chapter

9:50 a.m.

Keynote Address by YB Dato’ Seri Mohamed Nazri bin Abdul Aziz, Minister of Tourism and Culture, Malaysia

10:15 a.m.

Coffee Break

10:50 a.m.

Panel Discussion 1 – Tourism Development towards AEC2015 : By 2015, “the ASEAN Economic Community (AEC) Blueprint will

transform ASEAN into a single market and production base, a highly competitive economic region, a region of equitable economic development, and a region fully integrated into the global economy.” (AEC Economic Community Blueprint). Tourism has been identified as part of the “ Priority Integration Sectors” of the single market and production base, which are grouped under the first pillar of the ASEAN Economic Community Structural Components. Joint tourism promotion has proved to increase competitiveness and deepening social and cultural understanding in the region, thereby positively contributing to boosting regional economic growth and integration. There is common ground for ASEAN member states on strengthening AEC Economic Community Blueprint and ASEAN Open Skies Agreement. This panel will explore the regional cooperation initiatives in ASEAN and how shifting global and regional market dynamics could greatly benefit ASEAN tourism.

Moderator:

Y.Bhg. Datuk Dr. Ong Hong Peng, Secretary General, Ministry of Tourism and Culture, Malaysia

Panelists: (i) H.E. Mr. I Gde Pitana, Deputy Minister for Resource Development,

Ministry of Tourism and Creative Economy, Indonesia

(ii) Director General Immigration, Malaysia / Ministry of Home Affairs, Malaysia

(iii) Ms. Beatrice Lim, Director-Industry & Regulatory Affairs,

Association of Asia Pacific Airlines (AAPA)

11:50 a.m.

Panel Discussion 2 – ASEAN Smart Travel, Security and Sustainability :

Smart Travel initiatives would enable governments and travellers to benefit from greater time and money efficiency and enhanced security; data and its related costs would be shared across participating countries, thereby increasing the services competitiveness. Market Segmentation, Visa facilitation could provide differentiated treatment for key market segments. Facilitating entry for high spending visitors and limiting entry for low spending ones, could be a powerful tool for ASEAN members to achieve a sustainable tourism carrying capacity.

Indeed it could protect destinations’ natural and cultural resources, while at the same time increase tourism revenues. This panel will take a look at ASEAN Common Visa, ASEAN’s crisis management, ASEAN’s integrated marketing and promotion and ASEAN very reason to travel.

Moderator:

Ms. Sharanjit Leyl, Presenter, BBC World News

Panelists:

(i) Y.Bhg.Tan Sri Dr. Munir Majid, Chairman, Bank Muamalat Malaysia Berhad & CIMB ASEAN Research Institute (CARI)

(ii) Mr. Tom Jenkins, Executive Director, European Tour Operators Association (iii) Mr. Alexander Kesper, Team Leader, ASEAN-EU Emergency Management Programme (iv) Ms. Sarah Mathews, Destination Marketing Senior Sales Manager -Asia Pacific, TripAdvisor

12:50 p.m. Luncheon 2:30 p.m.

Panel Discussion 3 – Embracing ASEAN Tourism Potential :

Moderator:

Mr. Martin Craigs, CEO, PATA

Panelists:

(i) YBrs. Encik Rashidi bin Hasbullah, Deputy Secretary General, Ministry of Tourism and Culture, Malaysia

ASEAN recognizes the important role of tourism in promoting economic cooperation, trade, and people to people and cultural exchanges and that it can make important contribution to the building of a new type of ASEAN partnership.

This panel will discover the current tourism outlook across South East Asia and a look at the key sustainable development strategies in this region.

(ii) Mr. Noviendi Makalam, Director for International Relations, Ministry of Tourism & Creative Economy, Indonesia (iii) Mr. Rolando Canizal, Assistant Secretary, Department of Tourism, Philippines (iv) Mr. Sam Cheah, President, Malaysian Association of Hotels (MAH)

3:30 p.m.

Closing Ceremony

Closing Remarks Communique 4:30 p.m. High-Tea 6:30 p.m.

End of Event

Y. Bhg. Datuk Dr. Ong Hong Peng Secretary General, Ministry of Tourism and Culture, Malaysia An economist and the current Secretary General of the Ministry of Tourism and Culture, Dr. Ong has served in a number of government agencies in various capacities, one of which is Deputy Director of the Malaysia Development Institute. He was awarded the Kesatria Mangku Negara (KMN) in 2006, the Johan Setia Mahkota (JSM) in 2008, and the title of Datuk after receiving the Johan Mangku Negara (JMN) in 2013 from His Majesty Yang Di Pertuan Agong. He was also honoured with the Darjah Setia Pangkuan Negeri (DSPN) and Darjah Yang Mulia Pangkuan Negeri (DMPN) in 2007 and 2010 respectively.

Ms. Sharanjit Leyl Presenter BBC World News A Singaporean producer and presenter for BBC World News, Sharanjit is a regular presenter of Asia Business Report and Newsday from the BBC Singapore studios. She joined BBC World News in 2003 and has reported from cities including Pakistan, Tokyo, and London. Noteworthy interviews she has conducted include the heads of state of Thailand, Pakistan, the Philippines, New Zealand, and East Timor, former prime ministers of Australia, Malaysia and Singapore, presidents of the World Bank and the IMF, and chief executives and chairpersons from various Fortune 500 companies such as Microsoft and Walmart.

Mr. Martin J. Craigs Chief Executive Officer, PATA Martin joined the Pacific Asia Travel Association (PATA) as CEO in 2011.

Prior to his involvement with PATA, Martin worked with various airline manufacturers and lessors for over 25 years. He was elected President of the Aerospace Forum Asia (AFA), a Hong Kong-based, non-profit business networking, advocacy, and charity fund-raising group of which he is a founding member. He has chaired and spoken at numerous travel and aerospace-related conferences since 1996 for AFA and PATA and is a regular commentator on mainstream media outlets such as BBC, CNN, CNBC, FT, and ASWJ.

H.E. Mr. I Gde Pitana Deputy Minister for Resource Development, Ministry of Tourism and Creative Economy, Indonesia Professor Pitana earned his PhD at the Research School of Pacific and Asian Studies at the Australian National University in Canberra in 1998. He joined the government sector as Director of the Bali Tourism Office in 2001 and in 2010 was promoted to the Deputy Minister for Resource Development at the Ministry of Tourism and Creative Economy, Indonesia.

Immigration Department, Malaysia / Ministry of Home Affairs, Malaysia

Ms. Beatrice Lim Director-Industry & Regulatory Affairs, Association of Asia Pacific Airlines (AAPA) Beatrice joined the Association of Asia Pacific Airlines (AAPA) in 2005 and is at present the Director of Industry and Regulatory Affairs. She represents the interests of the organisation and its member airlines on a wide range of commercial, aeropolitical, regulatory, and non-technical issues and works closely with member airlines and aviation industry stakeholders. Beatrice brings with her broad knowledge of aviation policy issues and relevant ideas to resolve the current challenges faced by the members.

Y. Bhg. Tan Sri Dr. Munir Majid Chairman, Bank Muamalat Malaysia Berhad & CIMB ASEAN Research Institute (CARI) Dr. Majid obtained his PhD in International Relations in 1978 and was the founder President of the Kuala Lumpur Business Club from 2003 to 2008. He was made an Honorary Fellow of the London School of Economics and Political Science in 2005, and in 2008 a Visiting Senior Fellow of LSE IDEAS (Centre for the Study of International Affairs, Diplomacy and Strategy) where he heads the Southeast Asia International Affairs Programme.

Mr. Tom Jenkins Executive Director, European Tour Operators Association Under Tom’s leadership, the European Tour Operators Association’s scope of activities has broadened considerably, close relationships have been built with numerous legislators and other trade bodies and membership has more than doubled to the point where the association now represents the interests of eight million inbound tourists. He previously held a number of management positions at American Express and was also Director of Equinox Travel.

Mr. Alexander Kesper Team Leader, ASEAN-EU Emergency Management Programme Alexander is a team leader of the ASEAN – EU Emergency Management Programme (AEEMP), which is headquartered at the ASEAN Secretariat in Jakarta.

The programme aims to enhance the crisis management capacities of ASEAN and its member countries and recently set up a crisis centre for the Government of Myanmar. He also specialises in tourism (crisis) management & communications, counter terrorism, disaster risk reduction and recovery with a focus on capacity building throughout the ASEAN region.

Ms. Sarah Mathews Destination Marketing Senior Sales Manager - Asia Pacific, TripAdvisor Sarah leads the Destination Marketing Sales team at TripAdvisor and supports all tourism boards in Asia Pacific. She started her career with TripAdvisor in the London office looking after the European, Asian and African tourism clients and has worked closely with key clients like South Africa Tourism and Greek National Tourism Organization. Born and raised in Hong Kong and fluent in Chinese, Sarah has a deep understanding of the workings of the travel industry in the region.

YBrs. Encik Rashidi bin Hasbulah Deputy Secretary General, Ministry of Tourism and Culture, Malaysia The current Deputy Secretary General of Malaysia’s Ministry of Tourism and Culture, Rashidi has more than 19 years’ experience in the tourism industry and is a big contributor to the Malaysia Tourism Transformation Programme (MTTP). He completed an Oxford Advanced Management and Leadership Programme at the University of Oxford in 2012.

Mr. Noviendi Makalam Director for International Relations, Ministry of Tourism & Creative Economy, Indonesia His bright career in the Ministry of Tourism and Creative Economy of the Republic of Indonesia started when he was appointed as Head of Marketing Strategy Section.

Currently serves as Director of International Relations. In addition to his official assignment, he is also Fellow of the Institute of Travel and Tourism - UK and member of various centre of studies in tourism and public policy.

Mr. Rolando Canizal Assistant Secretary, Department of Tourism, Philippines Rolando is the Assistant Secretary, Tourism Development Planning for the Philippines’ Department of Tourism. He has handled programmes related to the Association of Southeast Asian Nations (ASEAN), the Asia Pacific Economic Cooperation (APEC), and the United Nations Economic and Social Commission for Asia and the Pacific (ESCAP) and has also spearheaded the implementation of various programmes involving policy analysis, planning, statistics, global and sustainable tourism, and governance.

Mr. Cheah Swee Hee President, Malaysian Association of Hotels (MAH) A seasoned hotelier with a Certified Hotel Administrator title accredited by the Educational Institute, American Hotel & Lodging Association (AHLA) and a Certified Food & Beverage Manager (CFBM), Swee Hee previously served as Hon. Secretary General of Malaysian Association of Hotels (MAH). He is currently the Group General Manager of Kuala Lumpur International Hotel. Projects he has organised include National Skills Competition, Cookery and F&B Services, and Malaysia’s top culinary event Culinaire Malaysia.

Thank You For Your Generous Support

Ministry of Tourism and Culture, Malaysia

Tourism Malaysia

Kuala Lumpur City Hall (DBKL)

Pacific Asia Travel Association (PATA)

Malaysia Airlines

Regent Media Sdn Bhd

Air Asia Berhad

Malindo Air

Asian Overland Services Tours & Travel Sdn Bhd

The Royale Bintang Kuala Lumpur

British Broadcasting Corporation (BBC)

The Royale Chulan Kuala Lumpur

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