A strategic partnership to deliver unrivalled statistics; analyses and forecasts to the Asia Pacific travel, and tourism industry was formed between PATA and The Nielsen Company China -

The agreement includes a commitment to share information, facts and intelligence to support the reports and publications of both parties.

The new relationship will also offer cooperation opportunities such as co-branded research and PR studies, and joint workshops.

While the agreement will initially focus on the China (PRC) market, the relationship will take a regional perspective with the participation of other markets throughout Asia Pacific.

"This partnership brings together two very complementary organisations focused on strategic intelligence for the travel and tourism industry. The timing of the agreement is opportune, with The Nielsen Company's upcoming China Outbound Travel Monitor poised to become ‘the authoritative' report on Chinese Outbound Travel," says PATA President and CEO Peter de Jong.

"Together, PATA and Nielsen are redefining the travel and tourism industry with a joint approach to explain the implications of statistical trends," he added.

"This partnership is especially relevant in light of the importance and growth of the travel and tourism industry in the Asia Pacific region and a need for the industry to have access to world class market and consumer insights"' says Rene Bos, Executive Director, Customized Research for The Nielsen Company, China.

"This partnership with PATA further demonstrates Nielsen's commitment to servicing the travel and tourism industry, following the establishment of a dedicated business unit for the Sector, headed by Dr Grace Pan, an experienced travel and tourism industry expert who joined the Company last year".

Mr Bos said he was confident the partnership, would prove beneficial to both parties, as well as the travel industry in the Asia Pacific region.

PATA and The Nielsen Company will begin rolling out a number of initiatives outlined in the agreement during the remainder of 2007. One of the first will be a China Outbound workshop, to be conducted by The Nielsen Company at the PATA Travel Mart in Bali this September.