The Sri Lanka Tourism Development Authority (SLTDA), in collaboration with the Sri Lanka Tourism Promotion Bureau (SLTPB), has invited Mr. Noor Ahmad Hamid, the Chief Executive Officer of the Pacific Asia Travel Association (PATA), to visit Sri Lanka from the 19th to the 21st of December, 2024. The primary purpose of his visit is to attend the 7th Edition of the Sri Lanka Tourism Awards 2024 as the Guest of Honour, which will indeed add more prestige and glamour to the event, as an important official of an International Tourism Body.    During his stay, Mr. Hamid will engage in discussions with the Chairman of SLTDA and SLTPB, Mr. Buddhika Hewawasam, focusing on ways to further strengthen the relationship between PATA and Sri Lanka TourismDuring his stay, Mr. Hamid will engage in discussions with the Chairman of SLTDA and SLTPB, Mr. Buddhika Hewawasam, focusing on ways to further strengthen the relationship between PATA and Sri Lanka Tourism.

Mentioning about Mr . Hamid’s exclusive profile, he has more than 35 years of experience in destination marketing, association management, where travel and tourism has always been a part and parcel of his professional career. He started his career with the Malaysia Tourism Promotion Board for 16 years, now known as Tourism Malaysia. He was also given the opportunity to serve the Los Angeles office which caters to the US Travel market. Subsequently he joined the corporate sector after his service, working for companies that specializes in managing International sporting events, Hospitality & Tourism Management. A graduate from the MARA Technological University, he excelled in Tourism Administration. He has also served as the Regional director for the Asia Pacific for the International Congress and Convention association (ICCA) headquartered in Amsterdam, and as the chief Operating officer to the Malaysia Convention and Exhibition Bureau. He has been awarded with numerous prestigious accolades due to his service for the betterment of the Travel and Tourism sector, therefore becoming the CEO of the PATA, as a result for his dedication to the Industry.

PATA, a leading organization in the tourism and travel sector, plays a pivotal role in connecting destinations, industries, and stakeholders across the globe. Through its extensive network, PATA provides access to valuable insights, research, and opportunities that enhance the visibility and competitiveness of its member destinations, including Sri Lanka.

SLTDA, as the apex government body overseeing Sri Lanka's tourism development, has collaborated with PATA on numerous initiatives.

Over the years, this relationship has facilitated Sri Lanka's participation in PATA forums, conferences, and exhibitions, offering a platform to showcase the country’s diverse tourism offerings. Joint efforts have also focused on capacity building, knowledge sharing, and leveraging global best practices to address challenges in the tourism industry.

Looking ahead, this dialogue could lead to the development of a more robust framework for partnership, enabling both organizations to work toward mutual goals.