Greg Takehara exits Tourism Cares; Malia Asfour named interim CEO

Tourism Cares is undergoing a leadership change as Greg Takehara steps down as CEO, concluding a seven-year tenure at the helm of the non-profit organization.

Takehara, who has served as CEO since 2019, previously spent several years on the Tourism Cares Board of Directors, including as Chair.

During his tenure, Tourism Cares expanded its work around responsible and sustainable tourism, encouraging the travel industry to consider how tourism can generate positive outcomes for communities, destinations and the environment.

The organization also grew its Meaningful Travel Program through industry Summits, FAM tours, training and resources designed to connect travel professionals with community-led enterprises and local changemakers.

Its Meaningful Travel Map now features nearly 1,000 vetted, impact-driven organizations across six continents, helping travel professionals and travellers identify businesses and experiences that benefit local communities and destinations.

“Greg’s dedication and belief in the power of tourism to create positive change have helped shape Tourism Cares into the organization it is today,” said Shayna Zand, chair of the Tourism Cares board of directors and managing director of Host Agency Reviews, in a release.

“We are deeply grateful for his leadership and the strong foundation he has built for the future.”

“A force for good”

For Takehara, the departure closes a chapter that stretches back more than two decades with Tourism Cares.

“Tourism Cares has been part of my life for more than two decades, first as a volunteer and Board member, then Board Chair and ultimately CEO. Through every chapter, I have believed deeply in the same thing: that travel has an incredible ability, and a responsibility, to be a force for good in the world,” said Takehara. "What I am most proud of is not any one program, partnership, or accomplishment, but the community we have built around that belief. I have had the privilege of working alongside an extraordinary team, members, partners and communities around the world who have challenged us, trusted us, and pushed us to think bigger about what our industry can and should be.

“Tourism Cares’ strength has always come from bringing people together, listening to voices that need to be part of the conversation, and giving people the platform and space to turn ideas into action. As I step away, I am incredibly proud of what we have built together and look forward to seeing what this team and community will build next. There is still so much work to do, and while my role may be changing, I will always be a cheerleader for Tourism Cares and for this community.”

Malia Asfour named interim CEO

As part of the transition, Tourism Cares has appointed Malia Asfour as interim CEO.

Asfour is a longtime sustainable tourism advocate who previously served as director of the Jordan Tourism Board North America.

She is also co-founder of Imagine It Tourism Group (IITG), which works with emerging destinations seeking access to the North American travel market.

A Tourism Cares board member since 2015, Asfour also worked with the organization in 2018 to launch its first Meaningful Travel Map.

“I am honoured to serve as interim CEO during this important time for Tourism Cares,” said Asfour in a statement. “I wish Greg all the best and I know he will continue to inspire us and be a leader in the industry. As I work to support a smooth transition, I will also be looking for ways to continue to strengthen the programs and partnerships that connect our industry with communities around the world.”

The Tourism Cares Board of Directors is expected to begin searching for a permanent CEO in the coming months.

In the meantime, the organization says its work will continue, with a focus on connecting the travel industry with opportunities to support local communities, protect natural and cultural resources and generate positive impacts in destinations worldwide.

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