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PATA joins hands with India to extend reach of “Travel for LiFE” initiative across Asia Pacific

Monday, October 16, 2023

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The Pacific Asia Travel Association (PATA) has joined forces with India to expand the reach of the “Travel for LIFE” project across the Asia Pacific region, marking a watershed moment for sustainable tourism. This news follows India’s successful hosting of the 46th edition of the PATA Travel Mart 2023, which took place from October 4 to October 6 at the International Exhibition-cum-Convention Centre (IECC), Pragati Maidan, New Delhi.


Around 1000 delegates attended the PATA Travel Mart (PTM), a significant worldwide commercial expo in the tourism sector. It was a critical platform for facilitating trade transactions between worldwide buyers and sellers in the tourism sector.


PTM 2023 offered informative information sessions at the PATA Forum, as well as engaging the young through the PATA young Symposium, in addition to fostering these critical trade relationships. The exhibition of the Ministry of Tourism’s “Travel for LIFE” campaign, which drew enormous attention from the worldwide travel trade community, was a notable feature of the event.


Following the Travel Mart, a critical PATA Board meeting was held, during which the Ministry of Tourism presented the Board members with the “Travel for LIFE” proposal. The project was lauded by the PATA Board, prompting the Ministry of Tourism, Government of India, to commit to working with PATA to extend the program across the Asia Pacific region.


This collaboration is significant in light of the New Delhi Leaders’ Declaration 2023, issued during India’s Presidency of the G20, which acknowledged the launch of “Travel for LIFE” and urged support for the creation of responsible and sustainable smart destinations. “Travel for LiFE,” created by the Ministry of Tourism, is in line with the Mission LiFE (Lifestyle for Environment) ideology, which was publicly launched by the Hon’ble Prime Minister on October 19, 2022.


Mission LiFE, a global mass movement lead by India, encourages individuals and communities worldwide to take action to safeguard the environment from the effects of climate change.


The Ministry of Tourism will establish a dedicated PATA desk to improve interaction with PATA on “Travel for LIFE” and other tourism-related areas of collaboration. This agreement is noteworthy since it is the first big international partnership for the “Travel for LIFE” initiative after its global premiere on World Tourism Day, September 27, 2023. The Ministry of Tourism is already working with UNEP and the World Tourism Organization to improve the Travel for LIFE initiative.


“Travel for LIFE” reflects the “Pro Planet People” mentality and operates on the core principles of living a “Lifestyle of the planet, for the planet, and by the planet.” It strives to instill large behavioral changes in travelers and tourism firms, therefore greatly contributing to environmental conservation while maintaining socio-cultural sustainability.


The program has outlined a comprehensive list of actions that are aligned with the eight core themes of “Travel for LIFE,” which include energy conservation, water preservation, reducing single-use plastic, waste reduction, empowering local businesses and communities, respecting local culture and heritage, consuming local foods, and preserving nature.

Beyond raising awareness, the “Travel for LIFE” initiative aims to urge tourist firms to improve their sustainability practices by displaying the Travel for LIFE-Signed up badge. As a result, these firms can apply for bronze, silver, and gold levels of accreditation under the “Travel for LIFE” program.


To make “Travel for LIFE” a broad movement, the Ministry of Tourism is working with all stakeholders in the tourism ecosystem, including state governments, industry actors, destinations, and travelers themselves. This program places India as a leader in promoting sustainable and ethical tourism, utilizing tourism as a strong tool to accomplish the SDGs by 2030.


PATA and India’s partnership on the “Travel for LIFE” program promises to develop a more responsible and ecologically sensitive attitude to travel throughout the Asia Pacific region, which is a big step forward for sustainable tourism.

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