Why is this important? Because if you are a traveler / tourist, travel companies that are PATA members are to be avoided!
Because when most people look at a travel agent's or tour company's credentials and see "PATA Member" they believe this means the travel company is some higher level organizations and that some how their PATA membership gives them, the customer, some form of quality assurance and even protection, like when you see a business has IATA membership. This believe is false, in fact the PATA membership sign actually says "This travel company receives profit orientated marketing support from us". The PATA emblem means you are paying more for the service you get from that travel company because a) they have to pay PATA for their membership and b) PATA provide them with marketing help to increase their profits, not provide the customer with the best deal. There is absolutely no real quality control involved in becoming a PATA member, just the need to pay.
I believe PATA are frauds, that they are bad for the travel industry as a whole, and that they only survive because there is no real higher level travel association for the region, so they are allowed to get away with it. I say the selfish travel industry goes along with this illusion as it serves their purpose too. I say, if you book with a travel company that is a PATA member, you are an idiot.