Industry Update
Appointment24 May 2017

Sarah Mathews

Named Chairperson
At Pacific Asia Travel Association (PATA) in Bangkok, Thailand

Sarah MathewsThis week, it was made official The Pacific Asia Travel Association (PATA) announced the election of Ms. Sarah Mathews, Head of Destination Marketing Asia Pacific – TripAdvisor based in Hong Kong SAR as Chairperson of the Association’s Executive Board. She replaces Andrew Jones who was elected Chairman in May 2016 and who remains a member of the Executive Board as Immediate Past Chairman. Sarah has been an active PATA member since TripAdvisor joined the Association in 2012, attending nearly all PATA events as either a speaker or delegate. She first joined the PATA Executive Board when she was elected the Industry Council Chairperson in 2014 and was elected Vice Chairperson in May 2016. Sarah uses her travels across the Asia Pacific region to encourage new destinations and other industry businesses to join the Association. Sarah leads the Destination Marketing Sales team at TripAdvisor, for the Asia Pacific region. The team is focused on working with and supporting all tourism boards in Asia Pacific, as well as helping local hospitality businesses better understand the impact of digital on their business. Under Sarah’s leadership, the Asia Pacific team launched the first TripAdvisor’s Destination Academy, a three-day Digital Boot camp for government organisations and the CEO Challenge, a regional campaign that supports the discovery of less well-known destinations in the region. Prior to her current role, Sarah was based in TripAdvisor’s London office as part of the Destination Marketing Sales team and was responsible for the European, Asian and African markets. During that time, she worked closely with key clients such as South Africa Tourism and Greek National Tourism Organization, sharing best practices with industry partners. Her work with South Africa Tourism on its first global strategic partnership was featured in the recent UNWTO E-Marketing Handbook. Prior to joining TripAdvisor, Sarah held MICE and international marketing positions at the Hong Kong Tourism Board and Visit Flanders, where she worked with industry partners drive awareness of both destinations. Sarah was a senior executive at Cesar Ritz Colleges in Hong Kong before that. Born and raised in Hong Kong SAR, Sarah has also lived in Beijing and Australia and is fluent in Mandarin and Cantonese, giving her a deep understanding and appreciation of the region.
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The Pacific Asia Travel Association elects new executive board

24 May 2017 — The Pacific Asia Travel Association (PATA) is pleased to announce the election of Ms. Sarah Mathews, Head of Destination Marketing Asia Pacific – TripAdvisor based in Hong Kong SAR as Chairperson of the Association's Executive Board. She replaces Andrew Jones who was elected Chairman in May 2016 and who remains a member of the Executive Board as Immediate Past Chairman.
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Pacific Asia Travel Association (PATA)

Founded in 1951, PATA is a not-for-profit membership association that acts a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research and innovative events to its member organisations, comprising 95 government, state and city tourism bodies, 25 international airlines and airports, 108 hospitality organisations, 72 educational institutions, and hundreds of travel industry companies in Asia Pacific and beyond.
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Recent Appointments at PATA

Chris Bottrill - Vice Chairperson

24 May 2017 — Dr. Chris Bottrill is the Dean of the Faculty of Global and Community Studies at Capilano University in North Vancouver, Canada. He holds a PhD in tourism network and destination development. Chris oversees programming and development in tourism and hospitality fields in a complex portfolio that includes five academic schools, international projects, and aboriginal education programming.
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Jie Cheng (JC) Wong - Young Tourism Professional Ambassador

16 November 2016 — The Pacific Asia Travel Association (PATA) has appointed Miss Jie Cheng (JC) Wong as Young Tourism Professional Ambassador effective January 1, 2017. This new role has been created as part of the Association’s continuing commitment to the development of young tourism professionals.
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Andrew Jones - Chairman of the Association’s Executive Board

1 June 2016 — The Pacific Asia Travel Association (PATA) elects Andrew Jones, Guardian - Sanctuary Resorts, Hong Kong SAR, as Chairman of the Association’s Executive Board. He replaces Kevin B Murphy who was elected Chairman in April 2015 and who remains a member of the Executive Board as Immediate Past Chairman.
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