PATA appoints Noor Ahmad Hamid as new CEO to spearhead industry resilience


PATA announces Mr. Noor Ahmad Hamid as its new CEO, leveraging his extensive experience in travel and MICE sectors for sustainable growth in Pacific Asia region.

The Pacific Asia Travel Association (PATA) announces the appointment of Mr. Noor Ahmad Hamid as its new Chief Executive Officer, effective October 1, 2023. Mr. Noor’s appointment for a three-year term will usher in a new era for PATA as one of the world’s most influential industry associations dedicated to promoting responsible travel and tourism within the Pacific Asia region.

A Malaysian citizen, Mr Noor, 60, has had a distinguished 35 years career in Travel and tourism, including the last 13 years specialising in the critical Meetings, Incentives, Conventions and Exhibitions (MICE) sector.

PATA Chairman, Peter Semone, said, “We extend a warm welcome to Noor to the PATA family. He is 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.”

Mr Semone added, “I am confident that under his leadership and bolstered by the PATA member’s support, we shall fortify PATA, bestowing enhanced membership benefits and contributing to the emergence of a more resilient, responsible, and sustainable travel and tourism industry throughout the Pacific Asia region.”

Mr. Noor commented, “I am deeply humbled by this opportunity and extend my heartfelt gratitude to the PATA Chairman and Executive Board for their trust and support. I pay tribute to PATA’s founders and leaders, past and present, and applaud the members for their steadfast support over the years.”

He added, “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 capitalise 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 prestigious PATA Travel Mart, scheduled from October 4 to 6 at Pragati Maidan, New Delhi, India. He looks forward to connecting with host destination officials and members, chapter and youth leaders, exhibitors and buyers, partners, members of the media, and the entire travel and tourism community.

Born in the state of Perak, Malaysia, Mr. Noor graduated with a diploma in Tourism Administration from the MARA Technological University (UiTM), Malaysia. In 1984, he joined the Malaysia Tourism Promotion Board (now Tourism Malaysia) and served there for more than 16 years in the Public Relations, Marketing, Domestic Promotion and Convention departments. He was also based in its Los Angeles, USA office for four years.

After a brief stint at an events management company specialising in international sporting events, Mr Noor joined a Malaysian government-affiliated company focussing on hospitality and tourism investment.

In 2009, Mr. Noor joined the International Congress and Convention Association (ICCA) as the Regional Director of Asia Pacific where he served for 11 years gaining enormous experience in the nuances of not-for-profit association management. During his tenure, membership in Asia Pacific grew substantially to become the largest regional bloc within ICCA.

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

In 2022, he was inducted into the Events Industry Council Hall of Leaders, the most prestigious award in the global business events industry, the only Asian recipient alongside distinguished professionals from America and Europe In 2018, he received the China MICE Leaders Award from Meetings and Conventions China for his contributions to the Asia Pacific region.