PATA Announces New Board Members at 2025 Annual Summit in Istanbul marks a turning point for the organization as it welcomes fresh leadership to drive sustainable tourism across the Asia-Pacific region. In a decisive move during the 74th Annual General Meeting held as part of the PATA Annual Summit 2025, three new Executive Board members were ratified by existing Board members in Istanbul, Türkiye. This dynamic shift in leadership underscores PATA’s commitment to growing tourism responsibly and inclusively.
The newly elected members include Dr Chuwit Mitrchob, Deputy Director-General of the Designated Areas for Sustainable Tourism Administration (DASTA) under Thailand’s Ministry of Tourism and Sports; Sharzede Datu Hj. Salleh Askor, the Chief Executive Officer of the Sarawak Tourism Board (STB); and Raki Phillips, CEO of the Ras Al Khaimah Tourism Development Authority (RAKTDA). Each of these leaders brings a wealth of experience and a proven track record in fostering innovation and collaboration within the global tourism industry.
Dr Chuwit Mitrchob is widely recognized for his role in integrating sustainable practices into tourism policy. His efforts have included pivotal initiatives such as incorporating the Global Sustainable Tourism Council (GSTC) guidelines into Thailand’s tourism framework and supporting the establishment of the Asian Ecotourism Network. His expertise in low-carbon tourism, creative tourism, and community-based initiatives has been crucial in positioning Thailand as a forward-thinking destination in the regional tourism market.
New Leadership and Strategic Vision
Sharzede Datu Hj. Salleh Askor brings over 30 years of diverse industry experience to her new role. With her background in integrated marketing communications, branding, and corporate social responsibility, she is prepared to advocate for inclusive tourism development that benefits local communities and strengthens regional economies. Her vision is to elevate Sarawak’s global profile by focusing on niche tourism sectors and embedding sustainable practices into every aspect of the tourism ecosystem.
Raki Phillips, known for his strategic insight and business acumen, has been instrumental in positioning Ras Al Khaimah as a world-class tourism destination. Recognized as the 2023 Businessperson of the Year by Arabian Business magazine, Mr Phillips’ track record demonstrates his capacity to enhance the competitive performance of the tourism sector while also driving economic and social prosperity. His appointment brings a unique perspective to the board, emphasizing both innovation and quality of life for residents and visitors alike.
During the ratification at the summit, PATA CEO Noor Ahmad Hamid expressed high praise for the new appointees: “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. 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.”
This statement reflected not only the high regard in which these leaders are held but also highlighted the pressing need for collaborative innovation in the ever-changing global tourism landscape. As tourism trends continue to evolve, the insights and strategic focus of these new board members are expected to play a critical role in shaping future initiatives. Their appointment signals a robust effort to enhance partnerships among stakeholders in the industry and to bridge the gap between traditional tourism practices and emerging trends in sustainable travel.
The addition of these leaders comes at a time when tourism faces numerous challenges and opportunities, from post-pandemic recovery to the global push for greener travel practices. By bringing in experts with diverse backgrounds—from governmental tourism administration and integrated marketing to strategic business leadership—PATA is poised to address these challenges head-on. The organization aims to foster an environment that not only supports growth but also emphasizes the importance of community engagement and environmental stewardship.
Looking ahead, the new Executive Board members will work closely with existing leaders, including Chair Peter Semone, President Suman Pandey, and other influential figures from across the industry. Together, they will collaborate on policies and initiatives designed to ensure that Asia-Pacific tourism continues to thrive while being more mindful of cultural, social, and environmental factors.
The 2025 Annual Summit in Istanbul was marked by robust discussions, networking opportunities, and the sharing of insights on best practices in tourism development. For many participants, the event was more than just an annual meeting; it was a glimpse into the future of global tourism. With panel discussions, interactive sessions, and strategic dialogues, the summit provided a platform for thought leaders to explore innovative solutions and forge partnerships aimed at creating a more inclusive and sustainable tourism model.
In addition to the formal ratification of the new board members, the summit featured several other high-profile events. These included keynote speeches, award ceremonies, and collaborative sessions that celebrated the achievements of past initiatives while setting ambitious goals for the future. Attendees left with renewed enthusiasm, recognizing the critical role that leadership plays in shaping an industry that touches millions of lives worldwide.
Ultimately, the recent changes to PATA’s Executive Board represent a microcosm of broader shifts taking place within the tourism sector. With sustainability and inclusivity now at the forefront, this leadership reshuffle is expected to drive impactful changes that resonate well beyond the Asia-Pacific region. The strategic decisions made at the summit will likely have ripple effects in the global tourism landscape, inspiring other organizations to re-examine their approaches and adopt more forward-thinking practices.
As the new board members assume their roles for the next two-year term, the focus remains clear: to create a balanced and resilient tourism environment that benefits all stakeholders. Their appointment is not only a testament to their individual achievements but also a strong affirmation of PATA’s commitment to fostering a vibrant and dynamic travel industry. The journey ahead is filled with potential, and under this new leadership, the future of tourism looks more promising than ever.
Picture: L/R: Dr Chuwit Mitrchob, Deputy Director-General, Designated Areas for Sustainable Tourism Administration (DASTA); Sharzede Datu Haji Salleh Askor, Chief Executive Officer, Sarawak Tourism Board; and Raki Phillips, CEO, Ras Al Khaimah Tourism Development Authority (RAKTDA).
