Topview Tower, Sukhumvit Soi 59, 10110, Bangkok, Thailand.
About
Highly accomplished tourism executive with over 25 years of global experience, recognized for driving digital transformation, sustainable tourism development, and innovative marketing strategies across national tourism organizations, digital agencies, and hotel brands. A strategic leader and change agent with a proven track record of increasing revenue, fostering stakeholder engagement, and leading high-impact initiatives that position organizations for sustained growth and industry recognition.
Work
Saudi Tourism Authority
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Advisor
Riyadh, Saudi Arabia
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Summary
Advised the Saudi Tourism Authority on strategic initiatives and performance measurement for the Asia Pacific division, Experience Development department, and the Destination Management department, enhancing data-driven decision-making, strategic experience development, and regional DMO initiatives.
Highlights
Provided strategic consulting to the Asia Pacific division, enhancing performance measurement and data analytics capabilities.
Developed an Authentic Experience Development Strategy and Framework, leveraging 'soft power' to conceptualize a 'themed year' initiative.
Conceptualized innovative programs, developing regional destination management transformation in Saudi Arabia.
Chameleon Strategies
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Founding Partner & CEO
Bangkok, Thailand
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Summary
Co-founded and led a strategic consulting firm specializing in tourism, technology, and digital marketing, driving growth and innovation for international organizations while incubating high-yield ventures.
Highlights
Provided strategic consulting services to international travel and tourism organizations, guiding them in capturing and executing emerging trends in technology, digital marketing, and customer relationship management.
Developed and incubated ventures, including the Enwoke social commerce and collaborative campaign management application, to increase visitor profit via High-Yield Tourism.
Served as an Affiliate Member of the UN Tourism and 2nd Vice Chair of the Board, influencing global tourism policies and strategies.
Barbados Tourism Marketing Inc. (BTMI)
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Chief Executive Officer
Bridgetown, Barbados
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Summary
Spearheaded Barbados' national tourism organization as CEO, driving sustainable tourism growth, digital transformation, and public-private partnerships, culminating in the Green Destination Award 2023.
Highlights
Led BTMI as CEO, promoting Barbados as a sustainable tourism destination and securing the prestigious Green Destination Award 2023.
Drove inclusive tourism initiatives, fostering balanced growth in tourist visitation, revenues, and productivity while reducing the Leakage Factor.
Implemented industry-standard procurement, KPI, and digital and data analytic practices, transitioning to a public-private partnership model with strong stakeholder engagement.
Mekong Tourism Coordinating Office (MTCO)
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Executive Director (CEO)
Bangkok, Thailand
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Summary
Directed an inter-governmental body for six Greater Mekong Subregion governments, unifying regional tourism promotion and spearheading digital transformation initiatives.
Highlights
Appointed CEO by six GMS governments, leading the inter-governmental body to promote the region as a single tourism destination.
Digitized organizational operations and introduced new programs to drive industry stakeholder engagement, organizing the annual Mekong Tourism Forum.
Recognized for innovation in digital platforms, including MekongTourism.org, Mekong Moments, and the Mekong Mini Movie Festival campaign.
Dragon Trail
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President & Co-Founder
Beijing, PR China
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Summary
Co-founded and led Dragon Trail, a pioneering digital marketing agency specializing in the Chinese travel market, delivering award-winning campaigns for global travel brands.
Highlights
Co-founded the first digital marketing and social media agency focused on travel to China, establishing offices in multiple countries.
Enabled global travel companies, including tourist boards and airlines, to effectively reach and connect with affluent Chinese travelers online.
Secured multiple industry awards for client digital campaigns, including 'Best E-Marketing Campaign by Travel Weekly China' and the 'Top 100 Asia Award'.
Destination Canada
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Executive Director, Marketing & CRM
Vancouver, Canada
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Summary
Directed e-marketing, e-business, and CRM solutions for Canada's National Tourism Board, driving digital innovation and establishing key industry initiatives.
Highlights
Oversaw the development and implementation of comprehensive e-marketing, e-business, and CRM solutions for Canada's official National Tourism Board.
Developed an award-winning web platform and a cutting-edge CRM system, collaborating on a new tourism brand.
Founded the Canada-e-Connect online tourism conference and Canadian e-Tourism Awards, fostering industry collaboration and innovation.
Fairmont Hotels & Resorts
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Executive Director, Digital Marketing
Toronto, Canada
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Summary
Defined and executed Fairmont Hotels & Resorts' global digital marketing strategy, significantly increasing online revenue, brand awareness, and customer engagement.
Highlights
Directed Fairmont's overall internet strategy, significantly increasing online revenue, brand awareness, and long-term customer relationships.
Secured prestigious awards for website design and online marketing, including 'World's Leading Hotel Website' and 'Brand eMarketer of the Year'.
Achieved top-performer ranking for Fairmont.com among travel firms online by The Economist Magazine in 2004, demonstrating digital leadership.
Volunteer
Executive Board Member
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African-Asian Union for Tourism, Crafts, and Research (AFASU)
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Served as an Executive Board Member for AFASU, contributing to strategic initiatives in tourism, crafts, and research across African and Asian regions.
Highlights
Contributed to strategic discussions and decision-making for tourism and craft development.
Supported research initiatives aimed at fostering sustainable growth in the tourism sector.
2nd Vice Chair
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UNWTO World Tourism Organization Affiliate Members
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Served as 2nd Vice Chair for UNWTO Affiliate Members, influencing global tourism policies and strategies.
Highlights
Provided leadership and strategic guidance as the 2nd Vice Chair of the UNWTO Affiliate Members.
Contributed to shaping global tourism policies and fostering collaboration among diverse stakeholders.
Founder & Permanent Board Member
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Destination Mekong
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Co-founded and served as a Permanent Board Member for Destination Mekong, fostering regional tourism collaboration.
Highlights
Co-founded and provided ongoing strategic direction for Destination Mekong.
Promoted regional tourism initiatives and partnerships within the Mekong subregion.
Board Member
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GAIA (Grantley Adams International Airport Barbados)
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Contributed as a Board Member for Grantley Adams International Airport, supporting airport development and operations.
Highlights
Provided strategic oversight for airport operations and development initiatives.
Contributed to decisions impacting international air travel and regional connectivity.
Board Member
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BHTA (Barbados Hotel & Tourism Association)
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Served as a Board Member for the Barbados Hotel & Tourism Association, supporting the local hospitality sector.
Highlights
Contributed to initiatives aimed at strengthening the local hotel and tourism sector.
Provided guidance on industry challenges and opportunities.
Board Director (served as Chair 2021/2022)
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Caribbean Tourism Organization
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Served as Board Director and Chair for the Caribbean Tourism Organization, guiding regional tourism development.
Highlights
Directed board activities and strategic planning as Chair for the 2021/2022 term.
Contributed to regional tourism development initiatives and stakeholder engagement.
Board Member
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PATA (Pacific Asia Travel Association)
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Served as a Board Member for PATA, contributing to the development of the Asia Pacific travel industry.
Highlights
Contributed to strategic planning and initiatives for the Pacific Asia Travel Association.
Supported programs aimed at sustainable tourism growth across the Asia Pacific region.
Chair
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PATA China (Pacific Asia Travel Association)
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Chaired PATA China, leading strategic initiatives for the Chinese travel market.
Highlights
Led strategic direction and operations for PATA China.
Fostered collaboration and growth within China's travel and tourism sector.
Executive Board Member
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IFITT (Intern. Federation for IT in Travel and Tourism)
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Served as an Executive Board Member for IFITT, advancing information technology in travel and tourism.
Highlights
Contributed to the strategic direction of IT application in the travel and tourism industry.
Supported initiatives for technological innovation and adoption within the sector.
Executive Board Member
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HSMAI (Hospitality Sales & Marketing Association)
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Served as an Executive Board Member for HSMAI, contributing to sales and marketing excellence in hospitality.
Highlights
Provided executive guidance on hospitality sales and marketing strategies.
Supported professional development and industry best practices.
Chair
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Canadian e-Tourism Council
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Chaired the Canadian e-Tourism Council, fostering digital transformation in Canadian tourism.
Highlights
Led the Canadian e-Tourism Council, promoting digital innovation across the national tourism landscape.
Facilitated collaboration among stakeholders to advance e-tourism strategies and adoption.
Education
Hong Kong Polytechnic University
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Doctor of Hospitality Management (D.HTM)Tourism & Hospitality ManagementGrade:
Courses
Thesis: Strengthening cross-border tourism integration and resilience with an emphasis on post-COVID-19 recovery
Cornell University
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Masters in Management in Hospitality (MMH)Management in HospitalityGrade:
University of Massachusetts at Amherst
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Bachelor of ScienceInternational ManagementGrade:
Courses
International Dual Degree Program with the University Center in Brig, Switzerland.
Awards
Green Destination Award
Green Destinations
Awarded to Barbados Tourism Marketing Inc. under my leadership for promoting sustainable tourism.
The Most Influential Leaders in Travel, Travel Vertical
Travel Vertical
Recognized as #7 overall among top 10 leaders and #1 for Creativity and Brand Storytelling in the travel industry.
Global Tourism Hero
World Tourism Network
Awarded for significant contributions and leadership in the global tourism sector.
Top 20 Extraordinary Minds in Travel and Tourism in Europe
Hospitality Sales & Marketing Association International (HSMAI)
Recognized for exceptional strategic thinking and innovation in European travel and tourism.
Top 25 Most Extraordinary Sales and Marketing Minds in Travel and Hospitality
Hospitality Sales & Marketing Association International (HSMAI)
Acknowledged for outstanding contributions to sales and marketing within the travel and hospitality industry.
Top 100 Rising Stars of the Travel Industry
Travel Agent Magazine
Identified as one of the top emerging leaders shaping the future of the travel industry.
Publications
High-Yield Tourism Podcast
Co-Host
Co-hosted a podcast rethinking tourism growth strategy to focus on high-yield travelers, increasing profits, reducing leakages, and balancing economic/social impacts.
Balanced Tourism Blog
Publisher, Editor, and Author
Maintained a blog focused on balanced tourism, offering insights and perspectives on sustainable and responsible travel.
Routledge Handbook of Trends and Issues in Tourism Sustainability, Planning and Development, Management, and Technology. Chapter 12: Trends and Issues with regional tourism partnership formation
Routledge
Authored a chapter on regional tourism partnership formation within a comprehensive handbook on tourism sustainability.
Mekong Stories Book
Creator & Publisher
Created and published a guide to hidden stories in the Mekong Region, highlighting cultural, social, and environmental impacts of tourism and efforts towards a balanced industry.
Mekong Trends Report on Responsible Tourism in the GMS
Publisher & Author
Authored and published a snapshot report on responsible and sustainable tourism in the Greater Mekong Subregion (GMS) and its impact on local populations.
Mekong Trends Snaphot Report on GMS Aviation
Publisher & Author
Authored and published an in-depth analysis of tourism transformation in the GMS, focusing on low-cost carriers and new flight routes.
China Travel Trends Book - Year of the Dragon Edition
Creator, Editor in Chief & Author
Created, edited, and authored a guide providing updated insights into trends and challenges faced by international travel companies in China.
Social media tourism marketing in China
Springer Berlin Heidelberg
Authored a section on social media tourism marketing in China within 'Trends and Issues in Global Tourism 2011'.
China Travel Trends Book - Year of the Tiger Edition
Creator, Editor in Chief & Author
Created, edited, and authored a comprehensive guide to trends and challenges for international travel companies entering the Chinese market.
Languages
English
Native
French
Proficient
Spanish
Conversational
Mandarin (Chinese)
Basic
German
Native
Thai
Conversational
Skills
Strategic Leadership
Digital Strategy, Leadership, Entrepreneurship, Board Governance, Change Management, Fiscal Stewardship.
Digital Marketing, E-marketing, E-business Strategies, CRM Solutions, Social Media Marketing, Website Development, Data Analytics, AI & Data Integration.
