Since 2002, the PATA Face of the Future award has been bestowed to enterprising individuals whose leadership shines through their involvement with tourism campaigns, or demonstrated commitment to the sustainable development of the Asia Pacific travel industry in a spirit in line with the Association’s mission.

“The tourism industry must make a concerted effort in allowing the younger generation to be the thought leaders and permit them to shape the future of the travel and tourism industry, because, after all, they are the beneficiary,” said PATA CEO Noor Ahmad Hamid, “In embracing this crucial mindset change, we acknowledge the significant roles of the next generation who are more tech-savvy, quality-conscious, well-informed, and environmentally responsible-minded which can help drive innovation to the next level. As a leader in the travel and tourism industry, PATA recognises the huge contribution that the future generation can bring to the table as we can adopt their thinking processes into our mainstream strategy. The PATA Face of the Future is undoubtedly crucial in our effort to move towards the future tourism economy.”

Mayur Patel, Head of Asia OAG Aviation and PATA Executive Board Member, had been invited to act as the Head Judge for this year’s PATA Face of the Future judging panel. Mr Patel himself was named the PATA Face of the Future in 2002, the first in a longline of celebrated rising stars in the tourism industry who reflected on the true value of this award throughout the decades.

“PATA has consistently led in human capital development and in recognising and nurturing young tourism professionals. We applaud your participation in this special award, which celebrates an exceptional ‘rising star’ in the industry. As young leaders in this dynamic industry, you play a pivotal role in shaping the future of tourism, which evolves continuously with changing trends. Your passion and innovation are essential for driving the industry forward,” said Mr Patel.

Upon learning of her award, Jane Park remarked, “It is with great honour that I accept this prestigious award. Having graduated from the School of Hotel and Tourism Management (SHTM) of the Hong Kong Polytechnic University, which is ranked number one in hospitality and tourism management in the world, gives me a strong sense of commitment to excellence, for myself and the team I work with, from the kitchen to the guest area. I see countless possibilities to inspire staff to find pride and joy in the hospitality industry through our single independent property, Hotel ICON. I thank PATA for giving independent property staff like myself a chance, as I believe this sends a strong message that even small changes can make a big impact”

Ms Park graduated in 2021 with a Bachelor’s degree in Hotel Management from the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University. During her tenure in the Elite Management Trainee programme at Hotel ICON, she recognised that service staff are the essence of the hospitality industry, and their ability to deliver exceptional service is critical in fostering guest loyalty and enhancing brand reputation. To emphasise the significance of guest service, Ms Park successfully undertook two projects in collaboration with Hotel Executives at Hotel ICON, focusing on developing a revenue generation strategy and menu engineering for the Food & Beverage outlets.

In alignment with Hotel ICON’s philosophy, “We Love to Care,” Ms Park launched the Delight Your Guest programme, which enables staff at all levels to participate in the planning process and create memorable experiences for hotel guests. This programme has contributed to Hotel ICON being named the most reviewed hotel in Hong Kong SAR for 2022.

For her second project, Ms Park collaborated with the Director of Revenue and Marketing to develop a more sophisticated approach to planning, yield management, and forecasting for Food & Beverage operations. Implemented in April 2024, this new method has already led to an increase in market bookings despite challenging recovery conditions. By prioritising guest experience, fostering a collaborative environment, and promoting innovative revenue management strategies, Ms Park ensures that service staff can take pride in and derive satisfaction from their valuable contributions to the industry.

As the 2024 PATA Face of the Future, Jane Park has been invited to join the PATA Board, representing the youth community of the Association. Ms Park has also been granted full sponsorship for participation at PATA Travel Mart 2024, alongside other benefits as a winner.

This year, PATA has also awarded Amine Gabbouj, Coordinator of the IGLTA Foundation, recognition for Sustainability Initiatives, while Karnchana Phakpho, Chairperson of the International Tourism and Hospitality Management Programme at Bangkok University, received recognition for Strategic Management.

Amine Gabbouj is committed to promoting equality and advocating for LGBTQ+ tourism in developing destinations. In his role as the coordinator of the IGLTA Foundation, Mr Gabbouj channels his experience in international tourism management to foster transformative change within the industry.

Since founding the PATA Thailand Bangkok University Student Chapter in 2022, Karnchana Phakpho has devoted her efforts into guiding projects aimed at preserving environmental and tourism destinations. As chairperson and professor of the International Tourism and Hospitality Management Programme at Bangkok University, she continues to foster curriculum development and partnerships to ensure students excel in the industry.

List of the distinguished judges:

– Mayur Patel, Head of Asia, OAG; and 2002 PATA Face of the Future
– Noor Ahmad Hamid, Chief Executive Officer, Pacific Asia Travel Association
– Erica Wong, Head of Strategic Planning & Insights, Hong Kong Tourism Board
– Sangeetha Liyanapathirana, Manager – Health, Hygiene and Sustainability, Cinnamon Hotels & Resorts; and 2023 PATA Face of the Future
– Paul Pruangkarn, Chief of Staff, Pacific Asia Travel Association

About PATA
Founded in 1951, the Pacific Asia Travel Association (PATA) is a not-for-profit membership association that acts as a catalyst for the responsible development of travel and tourism to, from and within the Asia Pacific region. The Association provides aligned advocacy, insightful research, and innovative events to its member organisations, which including government, state and city tourism bodies; international airlines and airports; hospitality organisations, and educational institutions, as well as thousands of young tourism professional (YTP) members across the world. The PATA network also embraces the grassroots activism the PATA Chapters and Student Chapters, who organise numerous travel industry training programmes and business development events across the world. Thousands of travel professionals belong to the 32 local PATA Chapters worldwide, while hundreds of students are members of the 28 PATA Student Chapters globally. The PATAmPOWER platform delivers unrivalled data, forecasts, and insights from the PATA Strategic Intelligence Centre to members’ desktops and mobile devices anywhere in the world. PATA’s Head Office has been in Bangkok since 1998. The Association also has an official office in Beijing.