The agreement will keep PATA Next Gen “at the cutting edge of travel industry engagement”.

The Pacific Asia Travel Association (PATA) has announced a new PATA Strategic Partner, signing-up online review site, TripAdvisor.

Launched today, PATA chief executive Martin J Craigs said the agreement would benefit the organisation’s members through joint initiatives including surveys, reports and data sharing.

Mr Craigs added that the agreement would also help PATA move into a more digital and mobile environment, and keep PATA Next Gen “at the cutting edge of travel industry engagement”.

“PATA will work with TripAdvisor to add real value and insights for the benefit of both partners,” he explained.