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).
(IN SHORT) The Pacific Asia Travel Association (PATA) has elected three new Executive Board members during its 74th Annual General Meeting in Istanbul: Dr. Chuwit Mitrchob of Thailand’s DASTA, Sharzede Datu Haji Salleh Askor of Malaysia’s Sarawak Tourism Board, and Raki Phillips of the Ras Al Khaimah Tourism Development Authority in the UAE. Each brings extensive experience in sustainable tourism development, inclusive marketing, and destination transformation. Their appointment underscores PATA’s commitment to promoting responsible tourism and elevating diverse regional perspectives across the Asia Pacific. They replace outgoing members from Guam and Sabah and will serve a two-year term.
(PRESS RELEASE) İSTANBUL, 2025-Apr-24 — /Travel PR News/ — The Pacific Asia Travel Association (PATA) has officially confirmed the election of three new members to its Executive Board during the 74th PATA Annual General Meeting, held in conjunction with the PATA Annual Summit 2025 in Istanbul. Joining the leadership team are Dr. Chuwit Mitrchob, Sharzede Datu Haji Salleh Askor, and Raki Phillips, each bringing a wealth of regional knowledge and leadership to the organization’s mission to promote sustainable and inclusive tourism across the Asia Pacific.
Dr. Chuwit Mitrchob currently serves as Deputy Director-General of Thailand’s Designated Areas for Sustainable Tourism Administration (DASTA). Renowned for advancing Thailand’s sustainable tourism efforts, Dr. Chuwit has been instrumental in integrating the Global Sustainable Tourism Council (GSTC) criteria into national strategies and helped Thailand’s cities like Sukhothai and Petchaburi gain entry into the UNESCO Creative Cities Network (UCCN).
Sharzede Datu Hj. Salleh Askor, CEO of the Sarawak Tourism Board (STB), is a seasoned executive with over three decades of experience spanning branding, communications, and CSR. She is a passionate advocate of inclusive and responsible tourism, and her leadership at STB has driven Sarawak’s global visibility while embedding environmental stewardship into the region’s tourism framework.
Raki Phillips, CEO of the Ras Al Khaimah Tourism Development Authority (RAKTDA), rounds out the trio of new appointments. Recognized for his leadership in transforming Ras Al Khaimah into a world-class tourism destination, Phillips champions sustainable growth and quality-of-life enhancements, having been named Arabian Business’ Businessperson of the Year in 2023.
“We are excited to welcome Dr. Chuwit, Sharzede, and Raki to our Executive Board,” said PATA CEO Noor Ahmad Hamid. “These dynamic leaders have made invaluable contributions to PATA’s work and bring fresh perspectives rooted in collaboration, sustainability, and innovation. Their experience and dedication will strengthen our mission of driving responsible travel development.”
The three will replace outgoing Board members Gerald Perez of the Guam Visitors Bureau and Noredah Othman of the Sabah Convention Bureau. They will serve a two-year term, joining a distinguished board that includes representatives from across the Asia Pacific’s tourism and hospitality sectors.
Media contact:
Tel: +66 (0)2-460-9264
E-mail: communications@PATA.org
SOURCE: Pacific Asia Travel Association
