Noor Ahmad Hamid

CEO, Pacific Asia Travel Association

Noor Ahmad Hamid is the Chief Executive Officer of the Pacific Asia Travel Association (PATA), a role he has held since September 2023. Based at the Association’s head office in Bangkok, Noor leads PATA’s mission to become a thought leader in the Pacific Asia tourism economy, with a strategic focus on knowledge-sharing, youth empowerment, sustainability, and cross-sector collaboration. His vision is to position PATA at the forefront of driving a more purpose-driven and resilient tourism future for the region.

Noor’s leadership and contributions have earned him global recognition. In 2022, he was inducted into the Events Industry Council Hall of Leaders for his lifetime contribution to the global business events industry. In 2025, he received Korea’s SITF Eminent Tourism Pioneer Award for his impactful work in advancing travel and tourism across Asia Pacific.

Before joining PATA, Noor played a key role in revitalizing Malaysia’s business events sector during the pandemic as Chief Operating Officer of the Malaysia Convention & Exhibition Bureau, leading national recovery efforts and re-establishing Malaysia’s international standing in the industry.

From 2009 to 2020, he served as Regional Director Asia Pacific at the International Congress and Convention Association (ICCA). During his 11-year tenure, he expanded ICCA’s regional presence, strengthened membership engagement, developed training programs, and built impactful partnerships, significantly elevating Asia Pacific’s profile in the global meetings and conventions arena.

Earlier in his career, Noor spent over 16 years with the Malaysia Tourism Promotion Board (now Tourism Malaysia), including a leadership post in Los Angeles managing the U.S. travel market. He later held senior roles in the private sector focused on international sporting events, tourism investment, and hospitality development.