M.Z.I. Dalton Zahir From TT Desk : The Pacific Asia Travel Association (PATA) is a leading not-for-profit membership association that serves as a catalyst for the responsible development of travel and tourism within the Asia Pacific region. Founded in 1951 and headquartered in Bangkok, PATA acts as a bridge between the public and private sectors, including governments, airlines, airports, hospitality brands, and educational institutions. Key Functions and Objectives

Advocacy: PATA represents the interests of its members on global travel issues, advocating for simplified visa processes and enhanced regional connectivity.

Responsible Development: PATA promotes sustainable growth and ethical practices to ensure tourism benefits local communities and the environment.

Research and Insights: The association provides members with data-driven intelligence, visitor forecasts, and monthly insights through publications like Tourism in Focus.

Networking and Events: It hosts major industry events such as the PATA Travel Mart and the PATA Annual Summit to facilitate business partnerships and knowledge sharing.

Membership and Network

PATA’s network comprises over 400 organisations and thousands of professionals across the globe. Pacific Asia Travel Association 

• Member Categories: Includes 95 government bodies, 25 international airlines, 108 hospitality organisations, and 72 educational institutions.
• Chapters: There are 31 PATA Chapters worldwide that work at the local level to support the travel industry community.
• Youth Programme: PATA focuses on human capital development through its Youth Programme and internships, preparing the next generation of tourism leaders.

Strategic Initiatives

• Sustainability & Resilience: PATA’s Sustainability Resources and the Tourism Destination Resilience (TDR) program provide tools for destinations to manage risks and adopt green practices.
• Tourism with Purpose: A new campaign launched for PATA’s 75th anniversary focusing on the industry’s role in driving an inclusive and resilient future.
• Face of the Future: An annual award recognising rising stars who demonstrate a commitment to sustainable tourism development.

Executive Board & Board Members

Executive Board

PATA Chair
Peter Semone

President & Founder, Destination Human Capital Limited

Vice Chair
Suman Pandey

President, Explore Himalaya Travel & Adventure

Secretary/ Treasurer
Luzi Matzig

Chairman, Asian Trails Ltd.

Executive Board Member
Ben Montgomery

Corporate Ambassador, Centara Hotels & Resorts

Executive Board Member
Henry Oh

Chairman, Global Tour Ltd.

Executive Board Member
Alexander Rayner

CEO, SmartData.travel Limited trading (Tourism Cyber Centre)

Executive Board Member
Bill Calderwood

Managing Director, The Ayre Group Consulting

Executive Board Member
Dr Chuwit Mitrchob

Deputy Director-General, Designated Areas for Sustainable Tourism Administration (DASTA)

Executive Board Member
Dr Sharzede Salleh Askor

CEO, Sarawak Tourism Board

Executive Board Member
SanJeet

Director, DDP Publications Private Limited

Executive Board Member
Mayur Patel

Head of Asia, OAG

Ex-Officio
Noor Ahmad Hamid

CEO, PATA

PATA Ambassador

PATA Ambassador for Greater China
Soon-Hwa Wong

CEO, AsiaChina Pte Ltd.

PATA Board Members

Amadeus Asia Limited
Jackson Pek, Senior Vice President & Group General Counsel

Asian Trails Ltd.
Luzi Matzig, Chairman

Booking.com B.V
Yang Li, Head of Public Affairs, APAC

Capilano University
Cheryl Hurlbut, Convenor/ Instructor

Destination Human Capital Ltd.
Peter Semone, President & Founder

Dusit Thani College
Simon Llyod, Dean – International Programs

Explore Himalaya Travel & Adventure
Suman Pandey, Group Chairman

Global Tour Ltd.
Henry Oh, Chairman

Hotel ICON
Ha Yeon (Jane) Park, Assistant Manager – F&B Revenue Management & Operations

Jetwing Hotels Ltd.
Dmitri Cooray, Managing Director

JTB Tourism Research & Consulting Co.
Shuichi Kameyama, Chief Consultant

Korea Tourism Organization
Sunghyeuck Park, CEO

Macau International Airport Company Ltd.
Eric Fong, Marketing Director

Visit Maldives Corporation
Ibrahim Shiuree, CEO and Managing Director

MasterCard Asia/Pacific Pte. Ltd.
Xin Mok, Director, Public Sector

Ministry of Tourism, Government of India
Dr. Srivatsa Krishna, IAS, Secretary of Tourism

OAG
Mayur Patel, Head of Asia

Pacific Leisure (Thailand) Limited
Watana Limnararat, Managing Director

Pacific Asia Travel Association (PATA)
Noor Ahmad Hamid, CEO

PATA Hawaii Chapter
Jennifer Chun, Chairperson

PATA Thailand Bangkok University Student Chapter
Suzy Su Thiri Maung, Chairperson

Sarawak Tourism Board
Dr Sharzede Salleh Askor, CEO

Soaltee Hotel Limited
Dinesh Bista, Executive Chairman

Taiwan Tourism Administration
Dr Yung-Hui (Joe) Chou, Director-General

Thailand Convention & Exhibition Bureau (TCEB)

Tourism Authority of Thailand
Thapanee Kiatphaibool, Governor

Tripadvisor
Fabrizio Orlando, Global Industry Relations Director

Venture Travel (Temple Tiger) Nepal
Rita Pradhan, CEO

Visa Worldwide Pte. Ltd.
Ciyi Lim, Head of Cross-Border, Asia Pacific

Wakayama University
Dr Kumi Kato, Professor

Cinnamon Hotels & Resorts
Dileep Mudadeniya, Senior Vice President Global Alliances & Partnerships, Leisure and Head of Corporate Affairs

Centara Hotels & Resorts
Ben Montgomery, Corporate Ambassador

Designated Areas for Sustainable Tourism Administration (DASTA)

DDP Publications Private Limited
SanJeet, Director

Hong Kong Tourism Board
Erica Wong, Head of Strategic Planning & Insights

Guilin Tang Dynasty Tours Co., Ltd
Michael Zhou, President

PATA Philippines Chapter
Maria Paz Alberto, Chairperson

PATA India Chapter
Vikram Madhok, Vice Chairman

Saudi Tourism Authority
Alhasan Aldabbagh, President – APAC Market

Sanya Tourism Board
Lynn Wu

Supervisory Board – Finance & Elections

Chairperson
Watana Limnararat
Managing Director, Pacific Leisure (Thailand) Limited

Tunku Iskandar
Group President, Mitra Malaysia Sdn. Bhd

Gerald Perez
Vice President, Guam Visitors Bureau

Vikram Madhok
Managing Director, Abercrombie & Kent India Pvt. Ltd.

Simon Lloyd
Dean – Hospitality Management and Business Administration, Dusit Thani College

About the Pacific Asia Travel Association (PATA)

Founded in 1951, PATA is a not-for-profit membership association dedicated to advancing a meaningful Pacific Asia tourism economy.

Chief Executive Officer
Noor Ahmad Hamid

Corporate Affairs

Corporate Affairs
Kornchalee Tantimongkonsakul (Kay)

Executive Assistant
Tippawan Thanjitpiyanont

Membership Engagement

Senior Manager – Membership Relations
Weihan Xu (Carolina)

Senior Manager – Membership Engagement
Roong Tepkaew

Manager – Strategic Partner Relations
Phimphika Artthakhan (Fon)

Manager – Membership & Youth Programme
Eunkyu Chun (Nick)

Executive – Membership Relations
Napa Arunrakthavorn (Sky)

Marketing & Communications

Manager – Marketing
An-Sheng Gong (Alice)

Director – Marketing & Communications
Paul Pruangkarn

Executive – Communications
Prapimchun Soonthornpanich (Moowan)

Manager – Graphic Design
Alex Kioka

Event Management

Events Manager – Sales & Marketing
Haruthai Punmanee

Assistant Events Manager – Sales
Puntara Janthanon

Events Executive – Conference Logistics
Punyaporn Pengpan (Ai)

Assistant Director – Industry Events
Angkana Sakulpensuk

Director – Events
Puangthip Chotipantawanon (Mam)

Project Management

Graphic Designer
Chuhada Binkamit

Senior Manager – Project Management
Prapon Kongsiripipat

Director – Project Management
Pavnesh Kumar

Executive – Project Management
Panadda Suk-in

Manager – Project Management
Fernanda Rodak

Finance & Compliance

IT Specialist
Viroj Mekagaroon

Head – Accounting & Compliance
Taweekiat Tantiwongse (Arm)

Chief Financial Officer
Pairoj Kiatthunsamai

Administrative Officer
Witchaya Thananan (Yam)

Accounting & Administrative Officer
Ranaporn Khamkaew

Regional Office – China

Regional Director – Greater China Region
Maggie Lv

Manager – Membership & Admin
Liz Jiang

Assistant Manager
Elio Lin

Associates

Membership – Youth Intern
Bei Yi Shen

Marketing Intern
Jiwon Kim (Jamie)

Marketing Intern
Ram Cartney Cortez

Marketing Intern
Nookarn Ratchawong

Project Management – Sustainability Intern
Madina Robson

Project Management – Research Intern
Donghyeon Lee (Stephano)

Project Management – Research Intern
Tian Yuan (Tyra)

Membership Intern
Chaeyoon Rha

Membership Intern
Elizabeth Shrestha

Project Management – Sustainability Intern
Gulmok Simbolon

Events Intern
Swarnika Thapa

About the Pacific Asia Travel Association (PATA)

Appointment of Mr. Noor Ahmad Hamid as a Chief Executive Officer, & his Background

BANGKOK, September 20, 2023 — The Pacific Asia Travel Association (PATA) is pleased to announce the appointment of Mr. Noor Ahmad Hamid as its new Chief Executive Officer, effective October 1, 2023. Noor’s appointment for a three-year term will usher in a new era for PATA as one of the world’s most influential industry associations dedicated to promoting responsible travel and tourism within the Pacific Asia region.

A Malaysian citizen, Noor, 60, has had a distinguished 35 years career in Travel & Tourism, including the last 13 years specialising in the critical Meetings, Incentives, Conventions and Exhibitions (MICE) sector.

PATA Chairman, Peter Semone, said, “We extend a warm welcome Noor to the PATA family. He is clearly the right person for this job at the right time. His extensive experience in association management, particularly in the trade association sector, and his deep understanding of the Asia Pacific region make him the ideal leader for PATA in this crucial period of change and challenge. The Executive Board unanimously supports Noor’s appointment and looks forward to working with him to build a more resilient, responsible, responsive, sustainable, and stronger travel and tourism industry.”

Mr Semone added, “I am confident that under his leadership and bolstered by the PATA members support, we shall fortify PATA, bestowing enhanced membership benefits and contributing to the emergence of a more resilient, responsible, and sustainable travel and tourism industry throughout the Pacific Asia region.”

Noor commented, “I am deeply humbled by this opportunity and extend my heartfelt gratitude to PATA Chairman and Executive Board for their trust and support. I pay tribute to PATA’s founders and leaders, past and present, and applaud the members for their steadfast support over the years.”

He added, “The Asia-Pacific travel and tourism industry is rebounding faster than anticipated. But this is an era in which crises have become the New Normal. Helping the PATA membership deal with them will be equally as important as helping them capitalise on the many opportunities. I believe PATA’s long history and collective strength makes it well placed to deliver value, stability and sustainability in a rapidly evolving New World Order.”

Noor’s inaugural engagement as CEO will be at the prestigious PATA Travel Mart, scheduled from October 4 to 6 at Pragati Maidan, New Delhi, India. He looks forward to connecting with host destination officials and members, chapter and youth leaders, exhibitors and buyers, partners, members of the media, and the entire travel and tourism community.

Born in the state of Perak, Malaysia, Noor graduated with a diploma in Tourism Administration from the MARA Technological University (UiTM), Malaysia. In 1984, he joined the Malaysia Tourism Promotion Board (now Tourism Malaysia) and served there for more than 16 years in the Public Relations, Marketing, Domestic Promotion and Convention departments. He was also based in its Los Angeles, USA office for four years.

After a brief stint at an events management company specialising in international sporting events, Noor joined a Malaysian government-affiliated company focussing on hospitality and tourism investment.

In 2009, Noor joined the International Congress and Convention Association (ICCA) as the Regional Director of Asia Pacific where he served for 11 years gaining enormous experience in the nuances of not-for-profit association management. During his tenure, membership in Asia Pacific grew substantially to become the largest regional bloc within ICCA.

In 2019, he was appointed COO of Malaysia Convention and Exhibition Bureau (MyCEB) and played a key role in the post-Covid recovery of Malaysia’s business events industry

In 2022, he was inducted into the Events Industry Council Hall of Leaders, the most prestigious award in the global business events industry, the only Asian recipient alongside distinguished professionals from America and Europe In 2018, he received the China MICE Leaders Award from Meetings and Conventions China for his contributions to the Asia Pacific region.

About the Pacific Asia Travel Association (PATA)

About PATA

The Pacific Asia Travel Association (PATA) is a not-for-profit membership association dedicated to advancing a meaningful Pacific Asia tourism economy. Guided by its mission to share knowledge, enable networking, and protect tourism economy assets through innovation, collaboration, and adaptability, PATA brings together governments, industry leaders, academia, and communities to drive positive, lasting change. Established in 1951 and headquartered in Bangkok, the Association also has an official office in Beijing. Visit www.PATA.org.

Our Vision

A meaningful Pacific Asia tourism economy

Our Mission

To share knowledge, enable networking, and protect tourism economy assets by fostering innovation, collaboration and adaptability.

PATA Code of Ethics – Statement

The Pacific Asia Travel Association (PATA) is a not-for-profit membership association dedicated to advancing a meaningful Pacific Asia tourism economy. Since 1951, PATA has led from the forefront as the leading voice and authority on travel and tourism in the Asia Pacific region. As the premier travel and tourism industry association in the Asia Pacific region, the Association endorses the UN Global Code of Ethics for Tourism and supports the work of the World Committee on Tourism Ethics, encouraging its members to also do the same.

PATA understands the role of tourism in promoting peace, empathy and cross-cultural understanding, and encourages all tourism stakeholders to observe these fundamental principles. Aligned with these principles, the Association supports the right of freedom of movement without prejudice and intolerance in line with the rights of each sovereign nation and the will of its people.

It is the Association’s position to ensure there is equal opportunity for all travellers without discrimination or harassment on the basis of race, colour, religion, sexual orientation, gender identity or expression, age, disability, marital status, citizenship, genetic information, or any other characteristic protected by relevant laws, legislation and regulations.

Tourism should be a force for good and PATA encourages all public and private industry stakeholders to join in embracing these principles and displaying the tolerance which protects and enhances human society as expressed through the UN’s Sustainable Development Goals.

M.Z.I. Dalton Zahir | LinkedIn