PATA Enhances Presence in Greater China with Soon-Hwa Wong as Ambassador

Friday, February 16, 2024

The Pacific Asia Travel Association (PATA) is excited to declare the designation of Soon-Hwa Wong as its Ambassador for Greater China.

“China will continue to play a pivotal role in driving tourism growth across the Pacific Asia Region. It is crucial for PATA to actively engage with all sectors of China’s expanding travel and tourism industry, from government to industry stakeholders. Recognising the significance of China’s tourism sector, the PATA Executive Board has appointed Soon-Hwa as the PATA Ambassador for Greater China for a two-year term. Soon-Hwa’s deep understanding of both PATA and China makes him the ideal candidate for this role,” stated PATA Chair Peter Semone.

In his capacity as PATA Ambassador for Greater China, Soon-Hwa will act as the association’s representative in the area, striving to achieve PATA’s objectives, encourage cooperation among travel and tourism stakeholders, and boost PATA’s influence in Greater China.

Soon Hwa embarked on his inaugural official journey to China in 1985 and has since frequently visited various parts of the country. In 2007, he moved to Shanghai as the regional head of Hertz Asia Pacific, establishing the first wholly-owned foreign car rental operation in China, where he stayed from 2007 to 2010, building a robust network of business contacts and solid relationships with key government entities. He is proficient in English and Mandarin, along with various Chinese dialects.

Boasting more than 40 years of experience in the Asia Pacific travel and tourism sector, Soon Hwa is a well-rounded and experienced business leader capable of guiding companies through the region’s complex and evolving market landscapes. As CEO of AsiaChina Pte Ltd, he utilizes his broad network of influential contacts and in-depth knowledge of tourism and trade dynamics between Asia Pacific and China to offer customized solutions to clients and partners in diverse areas, including destination management, aviation, car rental, urban mobility, travel agency, and startups.

A devoted PATA Life Member, Soon Hwa is keen on leading change and innovation in the industry, demonstrated by his roles in various association leadership positions, including Immediate Past Chair of PATA, current Chair of the PATA Singapore Chapter, and Honorary Chairman of the Tourism Management Institute of Singapore (TMIS). Through these roles, he collaborates with top tourism leaders, policymakers, educators, and innovators to influence the future direction of tourism and hospitality in the region and beyond.

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