PATA CEO Liz Ortiguera Resigns: Impact on Asia-Pacific Tourism Industry

February 28, 2023

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PATA The Pacific Asia Travel Association (PATA) announced the resignation of Liz Ortiguera as its Chief Executive Officer. Ortiguera, who made history as the first Asian female CEO in PATA’s 72-year history, is leaving behind a legacy of accomplishments, challenges, and opportunities for the future of Asian tourism.

Under her leadership, PATA signed new agreements with the Singapore Tourism Board, the Saudi Tourism Authority, and Trip.com, and expanded partnerships with Visa, MasterCard, and Airbnb. Ortiguera also spearheaded the launch of innovative initiatives such as the PATA-Global Business Travel Association (GBTA) APAC Travel Summit and the Tourism Destination Resilience Program.

However, Ortiguera’s tenure was also marked by the unprecedented challenges facing the tourism industry, including the COVID-19 pandemic and its devastating impact on travel and tourism. In response to these challenges, PATA launched the Weekly Asia-Pacific Destination Recovery Dashboard and the PATA-World Bank Government Recovery Insights Forum Series.

Commenting on her resignation, Ortiguera said, “It was a true honor to have served as PATA’s CEO. I am confident that PATA, with its diverse member base of industry leaders, can continue to support and lead our industry’s recovery and growth.”

In response to Ortiguera’s departure, PATA Chair Peter Semone stated that the Executive Board has established five Expert Task Forces to review critical elements of PATA’s development strategy. These Task Forces will examine Brand and Voice, Events, Membership Engagement, Organizational Design, and Digital Readiness, and their recommendations will help define PATA’s new direction strategically and operationally.

As the search for a new CEO begins, PATA is calling on its members and partners to support the organization’s ongoing efforts to strengthen the Asian tourism industry and promote sustainable business practices. With the challenges of COVID-19 and the urgent need for a sustainable tourism industry, PATA’s work is more critical than ever.

In conclusion, Ortiguera’s resignation marks the end of a chapter in PATA’s history and the beginning of a new one. With the support of its members and partners, PATA has the potential to lead the way in shaping the future of Asian tourism and promoting a more sustainable and resilient industry.