New Chapter at Tourism Cares as Greg Takehara Concludes Tenure as CEO

Tourism Cares has announced that Greg Takehara has stepped down from his role as Chief Executive Officer, concluding seven years at the helm of an organization dedicated to strengthening industry partnerships and advancing tourism as a force for good.

Takehara has served as CEO since 2019, following several years on the Tourism Cares Board of Directors, including as Chair. Under his leadership, Tourism Cares evolved into a leading voice for responsible tourism, challenging the industry to think beyond giving back and embrace its responsibility to create positive outcomes for communities, destinations, and the environment. 

As part of the leadership transition, Tourism Cares has appointed Malia Asfour as Interim CEO. Asfour is a respected tourism executive and longtime advocate for sustainable tourism. She previously served as Director of the Jordan Tourism Board North America and has been closely involved in Tourism Cares’ leadership and governance. 

During Takehara’s time leading the organization, Tourism Cares expanded its reach and grew its Meaningful Travel Program through industry Summits, FAM tours, training and resources that connect travel professionals with community-led enterprises and local changemakers.

The Meaningful Travel Map now features nearly 1,000 vetted, impact-driven organizations across six continents. The platform helps travel professionals and travelers discover tourism businesses and experiences that create meaningful benefits for local people and places.

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

“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.”

“I am honoured to serve as interim CEO during this important time for Tourism Cares,” said Asfour. “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 will begin its search for a permanent Chief Executive Officer in the coming months.