Tourism Cares Names Asfour As Chair

Tourism Cares, a global organization that works to ensure travel is a force for good, has announced 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, the 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.

Asfour said that: “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,”

And she added: “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.”

Asfour 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 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.