Bangkok – November 9, 2011: The Pacific Asia Travel Association (PATA) has signed a PATA Preferred Partner agreement with Dragon Trail, an award-winning digital marketing and travel technology company in Beijing. The agreement aims to strengthen cooperation in the development of digital marketing, social media, and to support PATA’s activities in China.

The partnership agreement was signed by Mr Stu Lloyd, Senior Director, PATA and Mr George Cao, CEO and Co-Founder of Dragon Trail during the 5th UNWTO/PATA Forum on Tourism Trends and Outlook in Guilin, China, October 26-28.

Mr Lloyd said: “The understanding of China’s social media, online marketing and mobile is critical to the success of any travel industry brand. Dragon Trail’s focus on China, travel and digital will help PATA communicate with existing and prospective members to help build their business. The partnership is important, especially with the launch of the new PATA China Chapter later this year,” he said.

Mr Jens Thraenhart, President and Co-Founder of Dragon Trail, said: “We are very pleased to enter into a preferred partnership with PATA at a time when the travel world is looking to China. We are seeing a shift from traditional cookie-cutter tour groups to a new generation of Chinese traveller who wants individual and personal travel experiences. Partnering with PATA presents an important opportunity to educate international travel organisations about these emerging trends, and help leverage digital channels to seize the opportunity,” he said.

-ENDS-

Issued by:

PATA Communications

Bangkok, Thailand.

Tel: +66 2 658 2000 Ext 107 or 127

E-mail: communications@PATA.org

Online newsroom: www.PATA.org

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About PATA

The Pacific Asia Travel Association (PATA) is a not-for profit membership association that acts as a catalyst for the responsible development of travel and tourism within the Asia Pacific region. This year, PATA is proud to celebrate 60 dynamic years of developing responsible tourism.

In partnership with private and public sector members, PATA enhances the sustainable growth, value and quality of travel and tourism to-from-and-within, the region. The Association provides leadership and counsel on an individual and collective basis to over 80 government, state and city tourism bodies; nearly 50 international airlines, airports and cruise lines and many hundreds of travel industry companies across the Asia Pacific region and beyond. Thousands of travel professionals belong to 39 active PATA chapters worldwide and participate in a wide range of PATA and industry events. PATA’s Strategic Intelligence Centre (SIC) offers unrivalled data and insights including Asia Pacific inbound and outbound statistics, analyses and forecasts as well as in-depth reports on strategic tourism markets. For more information, please visit www.PATA.org

About Dragon Trail

Dragon Trail is an award-winning travel technology and digital marketing company focused on helping travel, tourism, and hotel companies to reach and connect with affluent consumers in China by leveraging technology, digital marketing, and social media, and focusing on the trends of the growing importance of the Internet, and changing consumer behaviour trends, as well as the shift of traditional group travel to more individual and experiential travel, both domestic and outbound China.  With offices in Beijing, Shanghai, and Xi’an, and started by an expert team of Chinese and international online travel professionals, Dragon Trail has been recognized with various awards for its innovative approach, as well as for relevant Chinese websites and viral digital campaigns for its growing client list, ranging from tourist boards to hotel companies from all over the world. As a technology-driven marketing company, Dragon Trail leverages its proprietary technology applications and platforms for clients, which are also licensed to travel companies, including Chinese tour operators, such as CITS. Dragon Trail, in collaboration with the China Outbound Tourism Research Institute (COTRI) manages the resource website and community ChinaTravelTrends.com, and publishes the bi-annual Essential China Travel Trends handbook, as well as hosts its China Travel Social Media forums. More information can be found at www.DragonTrail.com.