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Newly appointed PATA CEO, Noor Ahmad Hamid, discusses post-pandemic challenges, sustainability, digitalization, and future innovations in the Asia Pacific travel industry with TravelDailyNews Asia-Pacific at Bangkok headquarters.
Bangkok, Thailand – TravelDailyNews Asia-Pacific recently had the privilege of interviewing Mr. Noor Ahmad Hamid, the newly appointed CEO of the Pacific Asia Travel Association (PATA), at their headquarters in Bangkok.
Mr. Hamid, with a deep-rooted career in tourism, shared insights into his extensive background. His journey began with a tourism board in Kuala Lumpur, followed by a tenure in Los Angeles. This experience cemented his passion for the travel and tourism industry. Prior to joining PATA, he ventured into association management with the International Congress and Convention Association and contributed to the Malaysia Convention and Exhibition Bureau during the pandemic.
Challenges and Opportunities Post-Pandemic
Addressing the post-pandemic landscape, Mr. Hamid highlighted the challenges faced by PATA, similar to other associations globally. The pandemic notably affected membership engagement and community building. However, he also acknowledged the significant opportunities lying ahead. PATA, with its rich history, is poised to reinvigorate the sector through effective listening, engaging, and offering valuable benefits to the industry.
PATA’s Role in Industry Recovery
PATA’s continued focus is on providing networking opportunities, insightful research, and innovative strategies. Mr. Hamid emphasized the need for reinvention in benefits and value propositions for members. This includes engaging high-level companies and supporting small and medium enterprises (SMEs) and youth students.
Sustainability Initiatives
Sustainability remains a core focus for PATA. Initiatives like training programs, the Tourism Development Resilient Program, and advocating sustainable practices across the Asia Pacific region are at the forefront of their efforts. Mr. Hamid also mentioned the ‘Travel of Life’ concept to encourage sustainable practices among tourists.
Data Insights and Strategic Decision Making
PATA’s data monitoring reveals a positive but slow growth trajectory for the Asia Pacific region compared to Europe and North America. Mr. Hamid predicts a recovery by 2023, stability in 2024, and growth in 2025. He also highlighted the need for a mindset shift from destination marketing to destination management, particularly in addressing over-tourism and distributing tourist wealth more evenly.
Digitalization in the Travel Industry
Contrary to the perception of slow adaptation, Mr. Hamid believes parts of the travel industry have embraced digitalization and AI effectively. PATA itself is keen on utilizing technology for better communication with members and ensuring data security.
Future Directions and Innovations at PATA
Looking ahead, Mr. Hamid plans major innovations for PATA’s flagship events, including the PATA Annual Summit in Macau (2024) and the upcoming PATA Travel Mart. These events will focus on industry-relevant topics, distinguished speakers, and consumer perspectives, along with the influence of travel influencers.
In concluding the interview, Mr. Hamid expressed excitement and readiness to face the challenges and opportunities ahead for PATA. His vision is to drive innovation, engagement, and sustainable growth within the travel and tourism industry in the Asia Pacific region.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
