Trustees

Chair
Andrew Jones FIH. CHA.

Guardian - Sanctuary Resorts

Over the past 50 plus years, Andrew Jones has worked in numerous senior management and corporate positions for prestigious hotels, resorts and management companies in London, Bermuda, Canada, Hong Kong and across Asia.

  • In 1996, Andrew embarked on a new journey. He founded and became the Guardian of Sanctuary Resorts, a resort management company creating responsible and sustainable tourism experiences where people balance their body, mind and spirit in an environmentally friendly space, while using the resort as a catalyst for community development.

    As part of his service to Industry, Andrew is a Past Chairman, and Executive Board member, and current Life Member of the Pacific Asia Travel Association (PATA), a previous Vice Chairman, and Trustee, for the PATA Foundation, and previous Advisor to PATA on CSR and Responsible and Sustainable Tourism. In addition, Andrew was a member of the Board of the Indian Ocean Tourism Organization, Director, Asia Pacific Affairs for the International Hotel and Restaurant Association, and a member of the World Travel Market (WTM) World Responsible Tourism Day Advisory Panel.

    Andrew is a Certified Hotel Administrator of the American Hotel and Lodging Association, and a Fellow of the Institute of Hospitality.

    Andrew is a leading proponent of Corporate Social Responsibility and Wellness in Tourism, and is a knowledgeable Keynote Speaker, Moderator and Panellist on matters of Responsible and Sustainable Tourism, and Crisis Management at many Hotel, Environment and Social Enterprise Forums and Conferences as well as at Universities and Vocational Schools.

    In addition, Andrew has been a member of several advisory boards to academic institutions, and is currently a Member of the Advisory Peer Group (APG), Lee Shau Kee School of Business and Administration, Hong Kong Metropolitan University (HKMU), and mentors several students at both HKMU and the School of Hospitality and Tourism Management (SHTM), at the Hong Kong Polytechnic University.

    Andrew believes in directly contributing to the community in which he lives and is Chairman Emeritus of the KELY (Kid’s Everywhere Like You) Support Group (www.kely.org), a Happiness Ambassador for Planet Happiness, a Past President of the Rotary Club of Kowloon, and a supporter of numerous other Charitable organizations and Social Ventures in Hong Kong.

Vice Chair
Simon Llyod

Dean, Hospitality Management and Business Administration, Dusit Thani College

Simon Lloyd is an accomplished leader in hospitality education, currently serving as the Dean of Hospitality Management and Director of The Food School. With a global career spanning South Africa, Botswana, Switzerland, China, and Thailand, Simon brings over two decades of international experience in hospitality, culinary arts, and education management.

  • Raised in a multicultural home and educated across continents, Simon embodies a deep appreciation for diverse cultures and cuisines. His expertise lies in developing innovative academic programs, fostering industry partnerships, and cultivating experiential learning environments that align with global hospitality standards.

    At Dusit Thani College, he heads up all Hospitality Management and MBA programs, blending his background of academics and industry to create programs that reflect the ever-changing demands of the Hospitality Industry.

    At The Food School, he leads a visionary platform that integrates culinary, hospitality, and entrepreneurship education, preparing the next generation of professionals to thrive in an evolving industry.

    Simon serves on Boards of the Pacific Asia Tourism Association (PATA), PATA Foundation and THE-ICE enabling him to connect with the Hospitality Industry and Academia around the world.

    His passion for food, travel, and sport reflects his holistic approach to leadership—dynamic, globally-minded, and relentlessly committed to excellence in hospitality education. He believes that, especially in the world of education, training, and talent development, there are no correct solutions but that any solution needs to start with the individual.

Trustee Member
Hiran Cooray

Chairman, Jetwing Symphony/Lighthouse Hotel PLC.

Hiran joined his father, the founder of Jetwing, late Herbert Cooray, in the late 1980s. He learnt to love nature, work with local communities and to explore areas where others wouldn’t from his father; today, this is called sustainable tourism.  He has seen the Jetwing brand being recognized as Sri Lanka’s most responsible hospitality entity.

  • His efforts were acknowledged internationally with him being the first Sri Lankan to be appointed Chairman of the Pacific Asia Travel Association (PATA) based in Bangkok. He also served on the Board of Small Luxury Hotels of the World from 2007- 2014 and the UNWTO Tourism Ethics Committee as an alternate member from 2013-2021.

    In Sri Lanka, he was elected President of the Tourist Hotels Association (THASL) from 2005-2008 and from 2014-2016. He also served as a Board member of the Sri Lanka Tourism Development Authority (SLTDA) and the Sri Lanka Tourism Promotions Bureau (SLTPB).

    His passion for sustainable tourism makes him a sought-after speaker within his motherland and around the world.

Trustee Member
Sarah Mathews

CEO, e-Tourism Frontiers

Sarah Mathews is a seasoned leader in digital and destination marketing with over 30 years of experience shaping the tourism landscape across the Asia Pacific region. Affectionately known as the “Insight-Clopaedia” she has driven influential collaborations with global brands including Tesla, Coca-Cola, Japan Airlines, Singapore Airlines, and Warner Music.

  • During her decade-long tenure at Tripadvisor (2013–2023), Sarah served as a senior leader in APAC, where she scaled regional media partnerships and achieved extensive coverage across governments and tourism boards. She was instrumental in launching high-impact programmes such as the Destination Academy—a transformative digital marketing boot camp empowering professionals from over 50 destinations—and the APAC Destination Leadership Summit.

    Currently the CEO of E-Tourism Frontiers (ETF), Sarah directs innovative global campaigns and partners with major organisations including PATA, USAID, and the Asian Development Bank. Her expertise lies in leveraging data-driven strategies to advance industry recovery and meaningful growth.

    As a former Chairperson of the Pacific Asia Travel Association (PATA)—the youngest female to hold the role—Sarah remains a passionate advocate for responsible travel and authentic community involvement. Her work increasingly focuses on destination management solutions that address overtourism and climate impact, utilising digital innovation to foster a more sustainable and resilient tourism future. A recognised thought leader, she has shared her insights on BBC, CNN, and at UNWTO conferences and World Bank initiatives.

Trustee Member
Stephen Pearce

Partner, Tourism and Leisure, GainingEdge

Steve is a Partner with GainingEdge responsible for the tourism and leisure portfolio. He is a strategic marketer with 40+ years of experience in the public and private sectors. Steve has undertaken assignments both nationally and internationally including Redmond, Bowen Island, Richmond, Yellowknife, Alberta, and Panama.

  • Steve was previously with Tourism Vancouver for 19 years as the Vice President Marketing and as the Vice President, Strategy, International Markets, where he was responsible for marketing and sales strategies for markets in North America, Asia, Europe, and the Pacific, and for several niche markets including Film, GBLT, and Cruise. He also negotiated memorandums of understanding with Tourism Shanghai, Tourism Guangzhou, the Vancouver Film Commission, and the Vancouver International Airport to expedite collaborative marketing and sharing of expertise and resources.

    He was the first VP Marketing and Product Development for Tourism Saskatchewan for five years before joining Tourism Vancouver.

    Originally from St. John’s, Newfoundland, Steve started his career with the Ontario Ministry of Tourism and Recreation providing marketing and financial consulting in Niagara, Waterloo, Wellington, Halton, and Hamilton/Wentworth. He was the author of a strategic planning model used as a template for business planning across the province.

    Steve has been active in several organizations including the Pacific Asia Travel Association (PATA), where he was a director on the executive and the treasurer, chaired the BC Canada China Business Council, and chaired the Research Committee and US Advisory Committee for Destination Canada. He has been a keynote speaker on tourism at several venues including the Mountain Travel Symposium in Andorra and the World Marketing Summit in Nanjing and has presented on Film Tourism at TIABC in Victoria and at the TTRA Conference in Calgary.

    In his spare time, Steve is an active Divemaster, supplying voluntary support and training for new and inexperienced scuba divers in the Vancouver area. Steve is also a voluntary adviser for the Canadian Executive Services Organization (CESO), providing mentoring and assistance for entrepreneurs and organizations both domestically and internationally.

    Steve has an MA (Western University) and an MBA (York University) and has been a sessional instructor at several universities in Canada.

Trustee Member
Chi Lo

Sustainable Business Manager, Saiyuen

Chi Lo is a leader in sustainable tourism dedicated to advancing responsible travel across global destinations, NGOs, and the private sector. Currently, she drives sustainability strategy and industry partnerships for Saiyuen, Hong Kong’s premier outdoor adventure destination, while also pursuing her doctoral degree at the Hong Kong Polytechnic University where she is exploring the intersection of motherhood, female entrepreneurship, and ecotourism.

  • As a consultant, Chi focuses on ecotourism advocacy and sustainability reporting, working with organisations such as the Hong Kong Marine Protection Alliance, Travel Unity, Visit Greater Palm Springs, and Travelife.

    Her previous role as head of sustainability for PATA involved shaping the organisation’s sustainability strategy and nurturing key relationships. Key achievements included securing funding from UNEP, authoring the Gourmand Award-winning BUFFET Food Waste Report, and played a key role in organising the 2014 PATA Foundation Gala Dinner that raised over US$300,000 to support the Foundation’s projects.

    Her career has taken her from Cambodia to Uganda, New York to Hong Kong, where she now lives with her two third-culture kids, from whom she has borrowed the Earth.

Trustee Member
Gary Cheng

Senior Director - Global Destination Partnership, Klook

Mr Gary Cheng is currently heading the Global Destination Partnership Team at KLOOK with the mission to deepen Klook’s partnership with Destination Marketing Organizations (DMOs) in co-creating innovations and values for the tourism industry.

Gary is a strong believer in partnership and is always on the lookout for new synergy with new and existing partners.

  • He has been instrumental in building and expanding the Global Destination Partnership Team at KLOOK and in forging a number of major partnerships with top DMOs around the globe. Before KLOOK, he was the lead of Destination Marketing (North Asia, Southeast Asia, and Micronesia) at TripAdvisor, supporting numerous DMOs with their digital transformation as well as digital marketing effort. He also worked at Hong Kong Tourism Board where he established the marketing partnership team. Before finding his passion in the tourism industry, Gary had been a marketer by training. He used to work in top marketers including Procter & Gamble where he worked in a number of global brands and acquired a solid foundation in branding and marketing.