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Explore the art of storytelling at PATAcademy-HCD in December

October 6, 2016 Training No Comments Email Email

The 7th PATAcademy-HCD, under the theme ‘Explore the Art of Storytelling’, will take place at the Pacific Asia Travel Association (PATA) Engagement Hub in Bangkok, Thailand from December 7-9, 2016.


During the three-day programme, delegates will learn how to create inspiring stories that touch the hearts and minds of a global audience.

In business, storytelling has become increasingly important as a way for individuals and entrepreneurs to distinguish their goods and services in a crowded marketplace. These stories help present facts in an interesting and memorable way to engage all types of audiences – from consumers and clients to management teams.

“For centuries, humans have told stories of their past, present and future. Cultures have long used storytelling to pass on knowledge and content as stories are passed from generation to generation. Storytelling is also one of the most universal ways of communication, bringing life to data and facts,” said PATA CEO Dr. Mario Hardy. “With new avenues and methods available to share our stories, whether through text, images or video, we must learn how to best personalise our stories to match the correct medium. Our programme will teach participants how to increase their share of the market, by creating and refining stories which can influence, inspire, educate and, most importantly, emotionally connect with a global audience.”

The three-day programme will empower participants with the skills to tell compelling narratives of their products and brands, including generating realistic, narrative-driven user stories; identifying elements of powerful stories; choosing the most effective medium; learning to ask the right questions, and gathering data and insights.

Confirmed speakers at PATAcademy-HCD in December include Ms Achiraya Thamparipattra (Achi), CEO and Co-founder, HiveSters; Dung “Mos” Dang, Founder and Head of Product, Scott Experience Design; Jackson Pek, Vice President and General Counsel, Asia Pacific, Amadeus IT Group; Nicola Eliot, Senior Manager, Content Strategy, BBC StoryWorks; Matt Gibson, President, Professional Travel Bloggers Association (PTBA) and CEO, Xpat Media, and Trevor Weltman, Head of Growth,

The programme will also include a site visit, entitled “The Amazing Race in Nang Loeng, Vibrant Food Market & Performance Hub”. Guided by local experts, participants will experience the hidden neighborhood of Nang Loeng, where local food haven meets performance arts, while immersing themselves in the unique culture and heritage of the local community.

PATAcademy-HCD is an interactive training programme incorporating a series of intensive classroom interactions conducted by leading travel industry experts with practical activities, group assignments, networking events and field visits in and around Bangkok. Participants will gain hands-on experience by working both individually and on team-based projects where presentations are shared at the end of the programme. From this intensive high-value training, participants take home practical marketing strategies to be applied and implemented in their respective organisations.

Participants who have successfully completed the course will be awarded a PATAcademy-HCD certificate entitled: ‘Certified Asia Pacific – Explore the Art of Storytelling’.

The registration fee for PATAcademy-HCD is US$1,000 for PATA members, US$1,200 for Chapter members and US$1,500 for non-members. Register before October 31 to receive a 10% discount. Registration fee include training, materials, site visit, lunches and dinners listed on the official programme. It excludes air ticket and hotel accommodation.

Watch highlights from PATAcademy-HCD in June 2016 on the PATA YouTube page or view photos on thePATA Flickr page.

For further information or to register for the programme, please visit or contact

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