Three New Executive Board Members join PATA

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The Pacific Asia Travel Association (PATA) ratified the election of new Executive Board members: Dr Chuwit Mitrchob, Deputy Director-General, Designated Areas for Sustainable Tourism Administration (DASTA), Sharzede Datu Haji Salleh Askor, CEO, Sarawak Tourism Board (STB). Additionally, Raki Phillips, CEO, Ras Al Khaimah Tourism Development Authority (RAKTDA), has been appointed as an Executive Board member.

“Dr. Chuwit, Sharzede and Raki have been incredible supporters of PATA over the years, offering their time, expertise, and passion in ways that have truly made a difference,” said PATA CEO Noor Ahmad Hamid following the ratification. “Their contributions, both as former Board members and active supporters of our events and initiatives, have helped advance our mission to grow tourism in a more responsible and inclusive way. I extend my heartfelt congratulations to both of them, and I look forward to building on our collaboration in the years ahead.”

Elected by PATA Board members to serve a two-year term of service, Dr Mitrchob and Salleh Askor will work with other members of the Executive Board towards the Association’s objectives in promoting responsible tourism development in the Asia Pacific region. Dr Mitrchob and Salleh Askor are replacing outgoing Executive Board members Gerald Perez, Vice President, Guam Visitors Bureau, and Noredah Othman, CEO, Sabah Convention Bureau (representing Sabah Tourism Board).

Dr. Chuwit Mitrchob is the Deputy Director-General of the Designated Areas for Sustainable Tourism Administration (DASTA) under the Kingdom of Thailand’s Ministry of Tourism and Sports. He has played a key role in fostering collaboration between DASTA and international tourism bodies, including pioneering efforts to bring the Global Sustainable Tourism Council (GSTC) into Thailand’s sustainable tourism framework.

He was also instrumental in supporting the establishment of the Asian Ecotourism Network (AEN). His work spans low-carbon tourism, creative tourism, gastronomy tourism, and community-based tourism. His expertise extends to guiding cities toward inclusion in the UNESCO Creative Cities Network (UCCN), notably Sukhothai (Creative City of Crafts and Folk Art) and Petchaburi (Creative City of Gastronomy).

Sharzede Datu Hj. Salleh Askor holds the position of Chief Executive Officer at STB and concurrently serves as a member of its Board of Directors. Prior to joining STB, she held leadership roles across various industries, including a Malaysian conglomerate, an advertising consultancy, and an international exhibition and convention centre. With over 30 years of experience in integrated marketing communications, branding, corporate social responsibility (CSR), and executive management, Sharzede is a strong advocate for inclusive tourism. She believes that every stakeholder plays a crucial role in enhancing Sarawak’s global visibility. Her vision focuses on making responsible and niche tourism the cornerstone of Sarawak’s tourism industry—strengthening local economies while embedding sustainable environmental practices into the region’s tourism ecosystem.

Raki Phillips leads the strategic development of Ras Al Khaimah as a world-class tourism destination and was named 2023 Businessperson of the Year by Arabian Business magazine. In his role, he is not only focused on strengthening the competitive performance of the tourism sector but also committed to driving the Emirate’s economic and social prosperity, while enhancing quality of life for all residents.

Dr Mitrchob, Salleh Askor, and Phillips will join the other Executive Board members including Peter Semone, Chair, PATA; Suman Pandey, President, Explore Himalaya Travel & Adventure; Luzi Matzig, Chairman, Asian Trails Ltd.; Noor Ahmad Hamid, CEO, PATA; Ben Montgomery, Corporate Ambassador, Centara Hotels & Resorts; Henry Oh, Chairman, Global Tour Ltd.; Mayur Patel, Head of Asia, OAG; SanJeet, Director, DDP Publications Private Limited; and Alexander Rayner, CEO, SmartData.travel Limited trading (Tourism Cyber Centre).

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