Chairperson, Pacific Asia Travel Association
Sarah Mathews is the current Chairperson of Pacific Asia Travel Association (PATA). She first joined the PATA Exec-utive Board and was elected the Industry Council Chair-person in 2014, and was elected Vice Chairperson in May 2016.
Ms. Mathews leads the Destination Marketing Sales team of TripAdvisor in the Asia Pacific region. The team is fo-cused on working with and supporting all tourism boards in Asia Pacific, as well as helping local hospitality busi-nesses better understand the positive impact of digi-tal on them. Under her leadership, the Asia Pacific team launched the first Destination Academy with TripAdvisor, a three-day Digital boot camp for government organisa-tions and the CEO Challenge, a regional campaign that supports the discovery of less well-known destinations in the region.
Prior to her current role, Ms. Mathews was based in Tri-pAdvisor’s London office as part of the Destination Mar-keting 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 prac-tices with industry partners. Her work with South Africa Tourism on its first global strategic partnership was fea-tured in the recent UNWTO E-Marketing Handbook.
Prior to joining TripAdvisor, Ms. Mathews held MICE and international marketing positions at the Hong Kong Tour-ism Board and Visit Flanders, where she worked with industry partners to drive awareness of both destinations. She was a senior executive at Cesar Ritz Colleges in Hong Kong before that.