Asfour brings ongoing commitment to drive sustainable and responsible travel
Tourism Cares, a global organization that works hard to ensure travel is a force for good, is pleased to announce that Malia Asfour, managing director of the Jordan Tourism Board North America, has been appointed as chair of the board of directors, succeeding Robin Tauck, co-owner of Tauck Tours.
In her new role, Asfour will oversee the 20 board of directors for Tourism Cares, where she will continue to focus on ensuring that the organization unites the travel industry and remains a catalyst for positive social, environmental and economic impact.
A member of the Tourism Cares board for eight years, this appointment is a testament to Asfour’s continued dedication and passion for increasing economic benefits to local communities through positive tourism. She is dedicated to the sustainable growth of the travel and tourism industry and continues to encourage positive impact travel to guarantee its prosperous future. Across Jordan, Asfour has proven to be instrumental in increasing the country's tourism-based revenue through her expertise.
“As the newly appointed Chair of Tourism Cares, I’m honoured to lead an organization that unites the travel industry, and where we can co-create positive impacts for communities, showcasing tourism as a force for good,” says Asfour. “I look forward to working closely with our industry and our board, leveraging my experience to continue driving change and making a meaningful and economical difference to these communities."
In 2020, Asfour was selected by Wonderlust as one of the 50 Most Important Women in Travel. She first began handling tourism for the Jordanian government in the U.S. as Tourism Attaché in Washington D.C. in 1995 and has been responsible for opening up the North and South American markets for Jordan's tourism. She is very passionate about sustainable tourism and helped in the creation of the Meaningful Travel Map of Jordan. A dedicated volunteer for the tourism industry, Asfour currently serves on the Adventure Travel Trade Association’s (ATTA) Advisory Board.
For more information on Tourism Cares, go to www.tourismcares.com
About Tourism Cares
Tourism Cares is a non-profit organization dedicated to the long-term survival of the travel + tourism industry. By inspiring each other to make travel a force for good, we can ensure the future prosperity of the people and places who rely on it. And by creating mutual respect and commitment between people and the planet, we believe we can change the world through travel.
About the Jordan Tourism Board North America:
The Jordan Tourism Board North America (JTBNA), a division of the Jordan Tourism Board, was officially launched in 1997 to create awareness, position and market Jordan in North America. JTBNA follows the guidelines of the National Tourism Strategy and has offices in Washington D.C., Canada and Mexico, and represents Jordan in trade, consumer and media events. The JTB was officially launched in March 1998 as an independent, public-private sector partnership committed to utilizing marketing strategies to brand, position and promote the Jordan tourism product as the destination of choice within international markets. The adopted strategies are tuned to reflect the true image of the Jordan tourism product, being a cultural, natural, religious, adventurous, leisure and MICE destination.