TripAdvisor exec heads Pacific Asia Travel Association
Sarah Mathews, an executive at TripAdvisor, has been elected chairperson of the Pacific Asia Travel Association (PATA).
Mathews, head of Destination Marketing Asia Pacific at TripAdvisor, based in Hong Kong, replaces Andrew Jones, chairman since May 2016, who remains a member of the executive board.
Mathews has been an active PATA member since TripAdvisor joined the association in 2012. She joined the board as its industry council chairperson in 2014 and was elected vice chairperson in May 2016.
“I’m honoured to take on the role,” Mathews said. “Our executive board this year is an example of PATA’s diversity and expertise. With experts from both the private and public side on this year’s board, we will continue the efforts of PATA across the world.
To quote Dr Taleb Rifai, secretary general of the UNWTO, ‘Tourism is a force for good’, and we at PATA will endeavour to help to support the efforts of tourism and our core values at PATA. I look forward to a productive year.”
Mathews’ team at TripAdvisor works with all tourism boards in the Asia-Pacific region and helps hospitality businesses make good use of digital innovations. Under her leadership, the team launched the first TripAdvisor Destination Academy, a three-day “digital boot camp” for government organisations, and the CEO Challenge, a regional campaign promoting lesser-known destinations in the region.
