The Pacific Asia Travel Association (PATA) has announced the appointment of Noor Ahmad Hamid as its new Chief Executive Officer, effective Oct. 1. Noor’s appointment for a three-year term will usher in a new era for PATA as the influential industry association dedicates itself to promoting responsible travel and tourism within the Pacific Asia region.

A Malaysian citizen, Noor, 60, has had a distinguished 35-year career in Travel & Tourism, including the last 13 years specializing in the Meetings, Incentives, Conventions and Exhibitions (MICE) sector. In 2019, he was appointed COO of Malaysia Convention and Exhibition Bureau (MyCEB) and played a key role in the post-Covid recovery of Malaysia’s business events industry.

PATA Chairman, Peter Semone praised Noor as “clearly the right person for this job at the right time. His extensive experience in association management, particularly in the trade association sector, and his deep understanding of the Asia Pacific region make him the ideal leader for PATA in this crucial period of change and challenge. The Executive Board unanimously supports Noor’s appointment and looks forward to working with him to build a more resilient, responsible, responsive, sustainable, and stronger travel and tourism industry.”

Noor commented, “The Asia-Pacific travel and tourism industry is rebounding faster than anticipated. But this is an era in which crises have become the ‘new normal. Helping the PATA membership deal with them will be equally as important as helping them capitalize on the many opportunities. I believe PATA’s long history and collective strength makes it well placed to deliver value, stability, and sustainability in a rapidly evolving new world order.”

Noor’s inaugural engagement as CEO will be at the PATA Travel Mart, scheduled from Oct. 4 to 6 at Pragati Maidan, New Delhi, India.