CANTON, MASS.—Tourism Cares announced that Greg Takehara has stepped down from his role as CEO, concluding a tenure 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. During this time, 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.”
Two Decades of Work
“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,” Takehara said. “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.”
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. She is also the co-founder of Imagine It Tourism Group (IITG), which supports emerging destinations in accessing the North American travel market. Asfour, a board member of Tourism Cares since 2015, worked with Tourism Cares in 2018 to launch the first Meaningful Travel Map. She has been a strong proponent of community tourism throughout her career.
“I am honored 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 CEO in the coming months. During the transition, Tourism Cares will continue its work connecting the travel industry with opportunities to support local communities, protect natural and cultural resources, and create a positive impact in destinations around the world.
