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Aviation Safety through International Leadership , Education and Marketing. 2012 Pacific Aviation Directors Workshop Tumon , Guam March 13–15, 2012. Mary C. Torres. Aviation Safety page 2. Global Travel Trends in the Near Future.

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Aviation Safety through International

Leadership, Education and Marketing

2012 Pacific Aviation Directors Workshop

Tumon, Guam

March 13–15, 2012

Mary C. Torres


Aviation Safety page 2

Global Travel Trends in the Near Future

ACI Forecasts for the next fifteen years in Billions of Pax

In Billions


Aviation Safety page 3

Fastest Growing travel/tourism markets


Aviation Safety page 4

ACI Global Traffic Forecast

l Asian and Middle Eastern countries will grow the most


l Selection of Fast Growing Countries


Aviation Safety page 5

Opportunities for Western Pacific Destinations

  • Capture a share of the bourgeoning markets
  • Understand your priorities
  • Safety
  • Security
  • Efficiency
  • Customer service
  • Economic Viability
  • Environmental Sustainability

Aviation Safety page 6

International Leadership

  • Aviation is a global
  • industry
  • Know the major contemporary issues and challenges that confront the various stakeholders in the aviation industry
  • Approach the management and operational systems of an airport from a broad perspective

Aviation Safety page 7

International Leadership (cont’d)

  • Become involved in organizations and be informed of the interrelations in the global transportation systems
  • Internal and External world events have an immediate and systemic affect on aviation and various industry stakeholders

Aviation Safety page 8


  • Provides a platform for airports in the region to addresses common concerns among small airport operators
  • Encourages information exchange and sharing of common interests

Aviation Safety page 9

Networking cont’d

  • Can improve management, operation efficiency and service quality
    • Through knowledge sharing
    • Discussion on technical issues
    • Discussion on non-aeronautical revenue
    • Mutual cooperation between airports

Aviation Safety page 10

Competition, Liberalization and Open Skies

  • In all communities, airports are the drivers of the local economy
  • As aviation becomes less regulated and more liberalized
  • Focus is on meeting the growing industry and passenger needs
  • Developing business models that allow for sustainability of airports

Aviation Safety page 11

Thru International Leadership

  • We gain an understanding of the importance of global standardization for airport management, operations, safety and security
  • Become more familiar with the requirements of an increasingly complex aviation industry

Aviation Safety page 12


  • Safe and efficient airport operations are directly related to the knowledge and expertise of airport managers and personnel.
  • Safe and efficient airport operations are directly related to the knowledge and expertise of airport managers and personnel.
  • Is a critical tool for succession planning for vital personnel
  • Facilitates competitiveness in a global economy
  • Heightened management skills
  • Broader industry knowledge

Aviation Safety page 13

Education (cont’d)

  • Rapidly evolving political, economic and technological forces continually reshape the operational and regulatory environment for states, airlines, airports and air navigation service providers
  • Adequate training and education is cornerstone to continued progress in civil aviation
  • For small airports the challenge is to train people sufficiently while keeping expenses in control

Aviation Safety page 14

Education (cont’d)

  • Networking amongst peers in the region and around the globe enables broader understanding of industry standards and recommended best practices
  • Provides a better gauge of a baseline operations and safety standard from which to strive for excellence in safety, security, efficiency, and environmental sustainability

Aviation Safety page 15

Education (cont’d)

As airport managers, we have a responsibility to develop our human resources and give them the tools to achieve the airport’s goals and objectives.


Aviation Safety page 16


Airports are a complex system of stakeholders

  • Airport Operators
  • Tenants
  • Airline Partners
  • Travel Agents
  • Air traffic controllers
  • CBP, TSA, local CQA, Police

Aviation Safety page 17

Marketing (cont’d)

  • We have a role in balancing conflicting interests like safety, charges and fares, noise, and throughput
  • Must foster cooperation among all industry and regulatory partners
  • Must raise public awareness about the economic and social importance of sustaining and developing our airports

Aviation Safety page 18

Marketing (cont’d)

  • Must defend the airport’s interests and core mission
  • While delivering professional excellence in airport management and operations
  • Promote airport as catalyst for economic growth in the community
  • With trend towards Airports as Destinations
  • Recognizing Airports as Businesses

Aviation Safety page 19

Marketing (cont’d)

  • Airports in key origin (and potential) markets in our area have become destinations in and of themselves and are highly commercialized.
  • BCIA
  • Incheon
  • Hanaeda
  • Changi

Aviation Safety page 20

Marketing (cont’d)

  • Similarly, our small regional airports are challenged to
  • engage in marketing and
  • Customer orientation
  • Look at how to differentiate our airports to attract customers (i.e. cultural appeal and unique product offerings)
  • Like other business entities, we benchmark our facilities and performance internally and
  • against similar airports

Aviation Safety page 21

Marketing (cont’d)

  • Airports must be responsive to the needs of the community and its source markets
  • In an effort to maintain economic viability we market our airports to attract commercial activities such as
  • Duty free shops
  • Retail concessions
  • Advertising
  • Car parking
  • Real property leases
  • Public-Private-Partnership development

Aviation Safety page 22

Aviation Safety through International Leadership, Education and Marketing

“All travel has its advantages. If the traveler visits better countries, he may learn to improve his own; and if fortune carries him to worse, he may learn to enjoy his own.”



Aviation Safety page 23

Thank you!

Si Yu’usMa’ase

Mary C. Torres

General Manager

Port Authority of Guam

Former Executive Manager

A.B. Won Pat International Airport Authority, Guam